Assigment 2 Course A Crash Course on Creativity

1. A Crash Course on Creativity
Assignment 2
Observation Lab
Student: Gerardo Rodriguez Najera
gerardordzn@gmail.com
Stanford University

2. Store 1: Shoe Store
Store 2: Mall
Store 3: Mini super
Store 4: Fast Food
Store 5: Gentleman store
Store 6: Girl clothing Store
Before you enter the store:
Does the store draw you in? If so, how?
Store 1: Yes, I looked a lot of girl inside of the store, smiling and waiting for attend people
Store 2: Yes, Mall has special decoration inside, but you can saw from outside
Store 3: Yes, a lot of posters are outside with promotion of products.
Store 4: Yes, a big image of hamburgers was outside.
Store 5: Yes, they are a lot of t-shirt outside.
Store 6: Yes, music and nice girl are inside waiting for people
Is the door open or closed?
1. The door was open
2. The door was closed
3. The door was closed
4. The door was closed
5. The door was open
6 The door was open
How does this make you feel?
1. Very comfortable to enter
2. Need more formal clothing to enter.
3. Need to buy something to enter
4. Need to be hungry to enter
5. Can enter anytime
6. comfortable to enter
How big is the sign lettering and in what font?
1. Big one
2. A big slogan
3. A big slogan
4. A big slogan
5. A big slogan
6. A big slogan
What does it tell you about the store?
1. Nice and modern store
2. Is a fancy mall
3. I can enter anytime
4. Invite to enter it
5. Is a fancy store
6. Modern store
Environment:
What is the color scheme of the store? How does this affect you?

3. 1. Pink and fuchsia colors, woman colors. And is attractive for woman.
2. Nice decoration with a light colors mixed to feel comfortable.
3. White and light color. I feel like relaxing
4. Yellow and red colors, comfortable place
5. White and beige colors, felt fancy place
6. Explosive colors, feel like a disco.
What type of floor does the store have? How does this effect the environment?
1. White with beige colors. Not affect.
2. Marble floor. Fancy combination
3. White floor. Look clean
4. Marble floor. Look clean and comfortable
5. White floor.
6. White floor
How high is the ceiling? How does this feel?
1. Very high and look a bigger store
2. Three floor mall. Not have really a ceiling. Look bigger place.
3. Not too high. Look small store.
4. Very high ceiling. Look like an open place.
5. Normal high ceiling. Look compact place
6. Two floor ceiling. Look a bigger store
How brightly lit is the store? How does this affect you?
1. Very brightly. Look attracted for woman
2. Very brightly place. Fancy environment.
3. Not brightly place. Look only nice, not fashion
4. Not brightly place. Look only formal place
5. Not brightly place. Look more formal store.
6. Very brightly place. I felt like a party store.
How loud is the environment?
1. Dance style environment.
2. Softly loud sound
3. No one sound in the store.
4. High sound in the store
5. No one sound.
6. Very high sounds.
What is causing the noise?
1. Music
2. Music
3. Noting
4. Children and television
5. Nothing
6. Music
Is there music playing? If so, does it fit the environment?
1. Yes. Pop music, and felt comfortable for people.
2. Yes. Soft music and felt relaxing.
3. Not music. I felt like buy something and go out.
4. Television to watch it.
5. Not music
6. Very high music. I wanted to dance.

4. Is the store warm or cold?
1. Warm place
2. Warm place
3. Cold place
4. Warm place
5. Cold place
6. Warm place
Is the store crowed with merchandise or is it sparse?
1. Is crowed.
2. is sparse
3. Is crowed
4. is sparse
5. Is crowed
6. Is crowed
Does the store have a distinctive smell?
1. No smell
2. Smell clean and with perfume
3. Smell clean
4. Smell food
5. Smell like a fragrance
6. Not smell
Where is the cash register located?
1. in the bottom of the store.
2. Is hidden the cash register
3. Is in front of store
4. In the enter of store
5. in middle of store
6. at left of store
How visible is the store security?
1. You can’t see security. But the girls are looking for stole
2. Hidden with the clients.
3. Not security men
4. Open and close door the guard
5. Not security people
6. A police outside of store.
How long do you want to stay in this store?
1. 20 minutes
2. An hour
3. 5 minutes
4. 30 minutes
5. 20 minutes
6. 30 minutes
Does the environment influence the perceived value of the merchandise?
1. Yes. You look fun place and low prices
2. Very expensive look any place of store

5. 3. Look cheaper place
4. Look low prices
5. Expensive place
6. Cheaper placer.
Personnel:
How long does it take before a sales person initiates contact?
1. 1 minute
2. You need call anyone to have attention
3. No contact
4. I have to buy something to have contact
5. 30 seconds
6.I need call anyone to have attention
Does the salesperson have a script to follow with each customer?
1. No
2. No
3. No
4. Yes. He has a speech for sell products.
5. No
6. No
Does the salesperson treat different customers differently?
1. Yes. Salesperson customize attention
2. Yes. Salesperson customize attention
3. No
4. No
5. Yes. Salesperson customize attention
6. Yes Salesperson customize attention
What is the ratio of salespeople to customers?
1. 1 salesperson per 5 customers
2. 1 salesperson per 10 customers
3. 1 salesperson for anyone
4. 1 salesperson per 10 customers
5. 1 salesperson per 3 customers
6. 1 salesperson per 5 customers
What age and gender are the employees?
1. 17-21 years
2. 30-45 years.
3. 17-21 years.
4. 17-21 years.
5. +40 year
6. 17-21 years.
Are the salespeople using the store products?
1. Use a uniform.

6. 2. Use very formal clothing. Not from place
3. Use uniform
4. Use uniform.
5. Use all clothing from the store.
6. Use uniform.
Do the salespeople have a uniform?
1. Yes
2. Not. Formal clothing
3. Yes
4. Yes
5. No. use clothing from store
6. Yes.
Do the salespeople match the stores image?
1. Yes
2. Yes
3. Yes
4. Yes
5. Yes
6. Yes
Products:
What is the first product that you notice?
1. Woman shoes
2. A raffle store car
3. Beer.
4. Hamburgers.
5. Shirt
6. Sweeter
Is there a central display table with featured products?
1. Yes
2. Yes
3. Yes
4. Yes
5. Yes
6. Yes
Where are items that are “for sale” located in the store?
1. in all stores
2. Located at hidden place
3. in all stores
4. Only in the cash place
5. in the clothing
6. in the shoes.
How are the products arranged? By function? By price? By color?
1. Fashion shoe in front
2. by function. First shoe, them t-shirt, them jeans.
3. Beer and food,
4. by combos. Pricing
5. Function

7. 6. by price
Are there free samples or demonstrations?
1. No
2. Yes. For perfume
3. No
4. No
5. No
6. No
what products are at eye level?
1. Fashion shoe
2. Shirt and jeans
3. Cigarettes
4. Hamburgers
5. Shirt
6. Sweeter
What items in the store are in the least accessible locations?
1. Kid shoe
2. Mechanical tool and garden
3. Milk
4. None
5. Pencil
6. Diadem
Where are the most and least expensive products located?
1. Are mixed all product
2. in middle of store are the most expensive product and least is in the entering area
3. Expensive product is locked in a cabinet.
4. No arraignment
5. Is mixed
6. Is mixed.
Are the prices of the products easy to find?
1. Yes
2. Yes
3. Yes
4. Yes
5. Yes
6. Yes
Are there impulse items near the cash register?
1. No
2. Yes snack
3. Yes snack
4. Yes. Toy for kids
5. No
6. No

8. Customers:
Are most customers alone or with someone else? What is the relationship?
1. Alone.
2. Someone. More husband a wife.
3. Family
4. Family
5. Alone
6. a lot of girls. Like daughter and mother.
What is the average age and gender of the customers?
1. 80% female average age: 21
2. 60% female average age: 40
3. 60%male average age 30
4. 60 % male average age 33
5. 90% male average age 35
6. 95% female average age 20
When a customer enters the store, do they tend to walk in the same path or direction? -
1. Yes
2. Yes
3. No
4. No
5. Yes
6. Yes
How long do customers stay in the store, on average?
1. 30 minutes
2. 1 hour
3. 5 minutes
4. 1 hour
5. 10 minutes
6. 1 hour
Do customer touch the products? Is this encouraged?
1. Yes, and is attracted to buy it
2. Yes, and is attracted to but it.
3. No.. Only buy it
4. No.
5. Yes, and influent to but it
6. Yes, and is attracted to but it
Do most customers appear to be on a mission or are they browsing?
1. Browsing
2. Browsing
3. Mission
4. Mission
5. Mission
6. Browsing

9. What percent of customers purchase products in the store?
1. 60%
2. 30%
3. 90%
4. 100%
5. 70%
6. 50%
Other Observations:
With this investigation, I observed the people act different between stores. Most of place has
colors, decoration, that attract to the customer to buy.