1. V store
Before I entered:
‐ The store looks normal from outside, nothing to attract.
‐ The door is open.
‐ The opening door makes me feel as I am welcomed.
‐ The sign lettering in a medium font.
‐ It doesn’t tell me anything about the store.
Environment:
‐ The color scheme is red and white. It is a good color for a book store.
‐ The floor is off‐white color. It is also good.
‐ The ceiling is height, I don’t know how high.
‐ The lit at the store is great.
‐ The environment at the book section is not loud. At the electronics section is
louder.
‐ I didn’t feel there was a noise; it was only a Rab songs.
‐ The playing music fits the environment.
‐ The store is neither cold nor warm.
‐ The store was very organized, with many sections.
‐ I didn’t catch any smell.
‐ The cash registered is in a very bad place it is in the much far area from the shop
door, and that is really weird.
‐ Store security is visible.
‐ Usually I stay in this shop about 30‐45 min.
‐ The environment influences the perceived value of the merchandise.
Personnel:
‐ Sales person doesn’t initiates contact, until u ask them, and that is great.
‐ The salesperson doesn’t have a script to follow with each customer.
‐ No different in treatment between customers.
‐ Ratio of salespeople to customers about 10:40.
‐ Employees age between 20-30 and they are both gender.

2. ‐ Salespeople use some of the store products.
‐ Salespeople wear a vest with the scheme color and the shop name on it plus
a name tag with their name.
‐ Salespeople match perfectly the store image.
Products:
‐ First product I notice was book.
‐ There was a central display table with the new products.
‐ There were no items that are “for sale”.
‐ Products arranged by function.

3. ‐ No free samples.
‐ No specific products are at eye level.
‐ No specific items are in the least accessible locations.
‐ No specific criteria in locating the most and least expensive products.
‐ Prices of the products are easy to find.
‐ The item near the cash register always doesn’t attract me.
Customers:
‐ Most customers are with someone else, usually with friends.
‐ The average age of the customers is 30, both genders.
‐ Customers don’t tend to walk in the same path when the interred.
‐ How long do customers stay in the store, on average? (hard to notice)
‐ Customers usually touch the products
‐ Most customers appear to be browsing.
‐ What percent of customers purchase products in the store? (hard to
notice)
Other Observations:
I notice for the first time, that there was a section for the “shop recommends”.

4. W store
Before I entered:
‐ The store not attracted from outside.
‐ The door is open.
‐ The opening door makes me feel as I am welcomed.
‐ The sign lettering in a medium font.
‐ It doesn’t tell me anything about the store.
Environment:
‐ The color scheme is white and blue. The color is neutral.
‐ The floor is off‐white color.
‐ The ceiling is height, I don’t know how high.
‐ The lit at the store is great.
‐ The environment is quiet because there are no customers.
‐ There wasn’t a noise, only a Disco song.
‐ The playing music fits the environment.
‐ The store is neither cold nor warm.
‐ The store wasn’t organized; there were no sections for the cloths.
‐ There was a bad smell from the clothes.
‐ The cash registered is near the shop door.
‐ No security for the store.
‐ Usually I stay in this shop about 10 min.
‐ The environment influences of the perceived value of the merchandise are
neutral.
Personnel:
‐ Sales person doesn’t initiates contact, until u ask them, and that is great.
‐ The salesperson doesn’t have a script to follow with each customer.
‐ No different in treatment between customers.
‐ Ratio of salespeople to customers about 2:12.
‐ Employees age about 30 and they are both gender.
‐ Salespeople don’t use the store products.

5. ‐ Salespeople wear a blue uniform.
‐ Salespeople match normally the store image.
Products:
‐ First product I notice was a cardigan.
‐ There wasn’t a central display table.
‐ There were no items that are “for sale”.
‐ Products are not arranged by anything.
‐ No free samples.
‐ No specific products are at eye level.
‐ No specific items are in the least accessible locations.
‐ No specific criteria in locating the most and least expensive products.
‐ Prices of the products are easy to find.
‐ No items near the cash register.
Customers:
‐ Most customers are with someone else, usually with family.
‐ The average age of the customers is 30, mostly girls.
‐ Customers tend to walk in the same path when the interred.
‐ How long do customers stay in the store, on average? (hard to notice)
‐ Customers usually touch the products
‐ Most customers appear to be browsing.
‐ What percent of customers purchase products in the store? (hard to
notice)
Other Observations:
The shop is very small, so there were not varieties.

6. VM store
Before I entered:
‐ The store is attracted from outside.
‐ The door is open.
‐ The opening door makes me feel as I am welcomed.
‐ The sign lettering in a medium font.
‐ It doesn’t tell me anything about the store.
Environment:
‐ The color scheme is white and blue. The color is neutral.
‐ The floor is off‐white color.
‐ The ceiling is height, I don’t know how high.
‐ The lit at the store is not good.
‐ The environment is gloomy.
‐ There wasn’t a noise, only a Disco song.
‐ The playing music fits the environment.
‐ The store is neither cold nor warm.
‐ The store was organized; but there were no sections for the cloths.
‐ There was a sugary smell.
‐ The cash registered is near the shop door.
‐ There is a security for the store.
‐ Usually I stay in this shop about 5 min.
‐ The environment influences the perceived value of the merchandise.
Personnel:
‐ Sales person doesn’t initiates contact, until u ask them, and that is great.
‐ The salesperson doesn’t have a script to follow with each customer.
‐ No different in treatment between customers.
‐ Ratio of salespeople to customers about 4:20.
‐ Employees age between 25-35 and they are both gender.
‐ Salespeople don’t use the store products.
‐ Salespeople wear a uniform and name tag with their names.

7. ‐ Salespeople match the store image.
Products:
‐ First product I notice was a pullover.
‐ There wasn’t a central display table.
‐ There were no items that are “for sale”.
‐ Products are arranged by colors.
‐ No free samples.
‐ No specific products are at eye level.
‐ No specific items are in the least accessible locations.
‐ No specific criteria in locating the most and least expensive products.
‐ Prices of the products are very easy to find. Every stand has a panel with its
price.
‐ Near the cash register there are a wallets and accessories.
Customers:
‐ Most customers are alone.
‐ The average age of the customers is 30, girls.
‐ Customers tend to walk in the same path when the interred.
‐ How long do customers stay in the store, on average? (hard to notice)
‐ Customers usually touch the products
‐ Most customers appear to be browsing.
‐ What percent of customers purchase products in the store? (hard to
notice)
Other Observations:
The fitting room is very spacious and convenient.
For the first time I noticed ther was a TV.
There was many floade cloth which I dislike.
I really like the idea when the price is not only on the cloth but also on the
stand.

9. S store
Before I entered:
‐ The store is attracted from outside.
‐ The door is open.
‐ The opening door makes me feel as I am welcomed.
‐ The sign lettering in a medium font.
‐ It doesn’t tell me anything about the store.
Environment:
‐ The color scheme is dark green. The color is gloomy.
‐ Can’t remember the floor color.
‐ The ceiling is height, I don’t know how high.
‐ The lit at the store is bad.
‐ The environment is gloomy.
‐ There was a noise, customers.
‐ The playing music really fits the environment.
‐ The store is neither cold nor warm.
‐ The store was organized; but there were no sections for the cloths.
‐ There was a sugary smell.
‐ The cash registered is near the shop door.
‐ There is a security for the store.
‐ Usually I stay in this shop about 10 min.
‐ The environment influences the perceived value of the merchandise.
Personnel:
‐ Sales person doesn’t initiates contact, until u ask them, and that is great.
‐ The salesperson doesn’t have a script to follow with each customer.
‐ No different in treatment between customers.
‐ Ratio of salespeople to customers about 6:35.
‐ Employee’s average age about 35 and they are both gender, mostly women.
‐ Salespeople don’t use the store products.

10. ‐ Salespeople wear a non-clear uniform and a small name tag with their names
that hard to notice.
‐ Salespeople don’t match the store image.
Products:
‐ First product I notice was a cardigan.
‐ There wasn’t a central display table.
‐ There were no items that are “for sale”.
‐ Products are arranged by function.
‐ No free samples.
‐ No specific products are at eye level.
‐ No specific items are in the least accessible locations.
‐ No specific criteria in locating the most and least expensive products.
‐ Prices of the products are very easy to find. Every stand has a panel with its
price.
‐ Near the cash register there are accessories.
Customers:
‐ Most customers are with someone else.
‐ The average age of the customers is 30, mostly women.
‐ Customers don’t tend to walk in the same path when the interred.
‐ Customers stay in the store about 7 min.
‐ Customers usually touch the products
‐ Most customers appear to be browsing.
‐ What percent of customers purchase products in the store? (hard to
notice)
Other Observations:
The fitting room is very spacious and convenient.
I really like the idea when the price is not only on the cloth but also on the
stand.
What really attract me is there was about 3 big mirrors in the shop, which is
really good idea, instead of going always to the fitting room.
The shop is specious.
I like the spinning stand idea.

11. FF store
Before I entered:
‐ The store is attracted from outside.
‐ The door is open.
‐ The opening door makes me feel as I am welcomed.
‐ The sign lettering in a medium font.
‐ It does tell me about the store.
Environment:
‐ The color scheme is pink.
‐ The floor color is white.
‐ The ceiling is height, I don’t know how high.
‐ The lit at the store is bad.
‐ The environment is good.
‐ There was no noise.
‐ The playing music good with the environment.
‐ The store is neither cold nor warm.
‐ The store was organized; there were sections for the products.
‐ There was no smell.
‐ The cash registered is near the shop door.
‐ There is no security for the store.
‐ Usually I stay in this shop about 5 min.
‐ The environment influences the perceived value of the merchandise.
Personnel:
‐ Sales person initiates contact.
‐ The salesperson doesn’t have a script to follow with each customer.
‐ No different in treatment between customers.
‐ Ratio of salespeople to customers about 2:12.
‐ Employee’s average age about 35 and they are both gender, mostly women.

12. ‐ Salespeople don’t use the store products.
‐ Salespeople wear a uniform and a small name tag with their names.
‐ Salespeople match the store image.
Products:
‐ First product I notice was a slipper.
‐ There wasn’t a central display table.
‐ There were no items that are “for sale”.
‐ Products are arranged by function.
‐ No free samples.
‐ No specific products are at eye level.
‐ No specific items are in the least accessible locations.
‐ No specific criteria in locating the most and least expensive products.
‐ Prices of the products are not easy to find.
‐ Near the cash register there is a pillows and watches.
Customers:
‐ Most customers are with someone else.
‐ The average age of the customers is 25, women.
‐ Customers don’t tend to walk in the same path when the interred.
‐ Customers stay in the store about 7 min.
‐ Customers usually touch the products
‐ Most customers appear to be browsing.
‐ What percent of customers purchase products in the store? (hard to
notice)
Other Observations:
The store reflects a bad idea because so many of the shelves were empty.

13. S book store
Before I entered:
‐ The store is very attracted from outside.
‐ The door is open.
‐ The opening door makes me feel as I am welcomed.
‐ I didn’t notice the sign.
‐ It does tell me about the store.
Environment:
‐ The color scheme is green.
‐ The floor color is white.
‐ The ceiling is height, I don’t know how high.
‐ The lit at the store is not very good.
‐ The environment is great.
‐ There was a little noise.
‐ The playing music is barely could heard.
‐ The store is neither cold nor warm.
‐ The store was organized; there were sections for the products.
‐ There was no smell.
‐ The cash registered is in the center of the shop door.
‐ There is no security for the store.
‐ Usually I stay in this shop about 20‐40 min.
‐ The environment influences the perceived value of the merchandise.
Personnel:
‐ Sales person initiates contact when u ask.
‐ The salesperson doesn’t have a script to follow with each customer.
‐ No different in treatment between customers.
‐ Ratio of salespeople to customers about 2:15.
‐ Employee’s average age about 35 and they are only men.
‐ Salespeople don’t use the store products.
‐ Salespeople don’t wear a uniform or name tags.

14. ‐ Salespeople nearly match the store image.
Products:
‐ First product I notice was a novel.
‐ There wasn’t a central display table, with the new arrivals.
‐ There were no items that are “for sale”.
‐ Products are arranged by categories.
‐ No free samples.
‐ The most new and best sellers are at eye level.
‐ Books that people don’t demand always in the least accessible locations.
‐ No specific criteria in locating the most and least expensive products.
‐ Prices of the products are easy to find.
‐ Near the cash register there are a small books and book marks.
Customers:
‐ Most customers are alone.
‐ The average age of the customers is 20-50, both genders.
‐ Customers don’t tend to walk in the same path when the interred.
‐ Customers stay in the store about 10 min.
‐ Customers usually touch the products
‐ Most customers appear to be browsing.
‐ What percent of customers purchase products in the store? (hard to
notice)
Other Observations:
‐ The store has a DVD stand behind another stand, that’s why I never
noticed before.
‐ The book stands is loaded it is a little hard to can pull a book outside the
shelve to check it.
‐ The best sellers stand is not well organized, it is arranged with numbers
from 1 to 12, and some numbers has no books under it.