1. Before entering
Doors are glass
Doors are open
Sign littering are big
All this tell about the shop. The shop is “waiting” for us.
Before entering I see, there are many people in the shop and it
make me interesting why are they in.

2. Environment
Color scheme is neutral in clothing store (black/white)
It make me not to look aside from product and shopping
Green /white in cosmetics stores
For making an illusion of youth and vitality
The stores are brightly lit and warm for comfort of
buyers
Music is loud if the store is full of people. I’d like to
hear the music, but not a noise of people.
Good smell is in cosmetics stores

3. Personnel
I didn’t see security, but sometimes there were too
many of merchandises. Rarely there weren’t
salesperson at all
Employees are young and predominantly women
They use uniform
Salespersons really treat different customers
differently
Salespersons always greet customers and offer their
help

4. Products
The first products that I noticed were coats
They were first, because many buyers are looking for they now
Items “for sale” are located in the end of stores, in
the least accessible locations, expensive products
are located in sight
Products were arranged by function and color
If I want to choose a sweater, there are many items are close
to each other
In each store impulse items were near the cash
Like bijou, scarves, wallets or items „for sales‟

5. Products
There are many demonstrations in cosmetics
stores
Customers like touching products, especially
Prices are predominantly hidden
Most expensive products are at eye level

6. Customers
Most customers are with someone else
partner, mother, wife or husband, children
There were more young women
Customers like touching the products
Customers are tend to keep the right side in shop
They often turn right