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  1. 1. Before you enter to the storeDoes the store draw you in? If so, how?Is the door open or closed?How does this make you feel?How big is the sign lettering and in what font?What does it tell you about the store?Environment:What is the color scheme of the store? How does this affect you?What type of floor does the store have? How does this effect the environment?How high is the ceiling? How does this feel?How brightly lit is the store? How does this affect you?How loud is the environment?What is causing the noise?Is there music playing? If so, does it fit the environment?Is the store warm or cold?Is the store crowed with merchandise or is it sparse?Does the store have a distinctive smell?Where is the cash register located?How visible is the store security?How long do you want to stay in this store?Does the environment influence the perceived value of the merchandise?Personnel:How long does it take before a sales person initiates contact?Does the salesperson have a script to follow with each customer?Does the salesperson treat different customers differently?What is the ratio of salespeople to customers?What age and gender are the employees?Are the salespeople using the store products?Do the salespeople have a uniform?Do the salespeople match the stores image?Products:What is the first product that you notice?Is there a central display table with featured products?Where are items that are “for sale” located in the store?How are the products arranged? By function? By price? By color?Are there free samples or demonstrations?What products are at eye level?What items in the store are in the least accessible locations?Where are the most and least expensive products located?Are the prices of the products easy to find?Are there impulse items near the cash register?Customers:
  2. 2. Are most customers alone or with someone else? What is the relationship?What is the average age and gender of the customers?When a customer enters the store, do they tend to walk in the same path or direction?How long do customers stay in the store, on average?Do customer touch the products? Is this encouraged?Do most customers appear to be on a mission or are they browsing?What percent of customers purchase products in the store?Other Observations:
  3. 3. Store 1 Store 2 Store 3yes yes yesopen open opengood Good Goodvery big and italic very big and bold very big and arialcolourful and attractive dark colour but lovely half white n pleasantmaroon,cool white coffee colour,finenormal 8-10ft 8-10fttoo bright,Attracted less bright less brightsilent music silentnothing songs nothingnope yes nocold cold coldsparse sparse crowdedyes yes yesBack of the store middle of the store middle of the storehigh high high30 mins 30 mins 20 minsnot much short span some timeyes yes yesyes yes yes 1:02 1:05 1:03female,male,20 to 30 females,20-30 females,males,20-30yes yes nonope no yesyes yes yesbands watch skirtyes yes yesat the end middle of the store at the endby product by product mixedno no nowatches,bands,ties ,shirts,pants most of them most of themall are accessible pants few topspants,bands single piece,bands one piece,topsyes yes yesyes yes yes
  4. 4. accompained accompained accompained20 to 30 all ages 20-40yes no no10 to 15 mins 15 mins 20 minsyes yes yesboth both both 50% 40 45
  5. 5. Store 4 Store 5 Store 6yes yes yesopen closed closedGoodvery big and arial very big and arial very big and ariallight colour,good black and white,nice white and sweetwhite,pleasant cream,good looking white8ft 8ft 10 feetnormal brightness too bright normal brightness ,pleasantsilent silent silentnothing nothing announcementsno no nopecold warm warmcrowded sparse crowdedyes no nopeback of the store front At the entrylow medium medium15mins 20 mins 1 hourshort span immediatelyyes yes yesyes yes yes 1:03 1:02 1:10females,20-25 20-25 20-50yes yes yesyes no yesno yes yeseye colours shampoos cupcakeyes yes yesno where display all aroundby product by product by productyes yes nomost of them most of them lot of themnone few are not accessible not able to identify because of lot of itemsyes yes yesno yes yes
  6. 6. single single alone20-40 20-30 all agesyes same path no15-20 mins 15-30 mins 30 minsyes no yesboth both yes 70 80 80
  7. 7. use of lot of items