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  1. 1. Store 1
  2. 2. Store 1 (continued)
  3. 3. Store 1 (continued)
  4. 4. Store # 2 Latestpromotion is on display atthe front of the store to attract customers
  5. 5. Store # 2 (continued)Expensivetiles giving the store above average look
  6. 6. Store # 2 (continued)Some sofas are placed in the middle of the store so thatcustomers can sit when they are tired from browsing
  7. 7. Store # 2 (continued) Clothes are arranged by color ; itemson promotionare on displayon the table;everything isnear eye level
  8. 8. Store # 3Merchandiseare arranged by usage; coats are placed at a least accessible location
  9. 9. Store # 3 (continued)Impulse items near cash register
  10. 10. Store # 4Dark interior makes it difficult to seemerchandise
  11. 11. Store 4 (continued) Pictures onthe wall looknice but giveaway feeling that I have entered someoneelse’s house
  12. 12. Observation Lab Store 1 Store 2 Store 3 Store 4Before you enter the store:Does the store draw you in? If so, how? no yes no noIs the door open or closed? closed open yes openHow big is the sign lettering and in what font? not too large medium small smallWhat does it tell you about the store? n/a n/a n/a n/aEnvironment: both neutral neutral andWhat is the color scheme of the store? How does this affect you? and dark subtle multi color black and whiteWhat type of floor does the store have? How does this effect the very expensive tiles but wokenvironment? tiles tiles is in progress black tiles medium high ; notHow high is the ceiling? How does this feel? height 12 ft personable not high dark; do notHow brightly lit is the store? How does this affect you? brightly lit easy on eyes bright want to enterHow loud is the environment? very loud not loud not loud not loudWhat is causing the noise? n/a n/a n/a n/aIs there music playing? If so, does it fit the environment? yes yes, yes yes; yes yes; yesIs the store warm or cold? warm comfortable comfortable comfortableIs the store crowed with merchandise or is it sparse? crowed sparse sparse crowedDoes the store have a distinctive smell? no no no no nearWhere is the cash register located? at the back at the back entrance at the backHow visible is the store security? none none none noneHow long do you want to stay in this store? 10 min 30 min 15 min 5 minDoes the environment influence the perceived value of the merchandise? yes yes no yes
  13. 13. Personnel: store 1 store 2 store 3 Store 4How long does it take before a sales person initiates contact? none immediately n/a immediatelyDoes the salesperson have a script to follow with each customer? no no n/a noDoes the salesperson treat different customers differently? no no n/a noWhat is the ratio of salespeople to customers? 1 to 8 1 to 15 1 to 15 1 to 3What age and gender are the employees? 18-22 22-35 20-25 18-20Are the salespeople using the store products? no no no noDo the salespeople have a uniform? no no no noDo the salespeople match the stores image? yes yes yes yesProducts:What is the first product that you notice? skirt ot dress dress coat coat central display table with no featuredIs there a central display table with featured products? product yes no noWhere are items that are “for sale” located in the store? at the back at the back back backHow are the products arranged? By function? By price? By color? by function by color function by functionAre there free samples or demonstrations? no no no no tops, dress, skirt and sweaters,What products are at eye level? jewellery everyting pants T shirts, coatsWhat items in the store are in the least accessible locations? N/A nothing coat denim expensive atWhere are the most and least expensive products located? random front at the back n/aAre the prices of the products easy to find? No yes yes yesAre there impulse items near the cash register? yes yes yes no
  14. 14. Customers: Alone and alone or with withAre most customers alone or with someone else? What is the relationship? with someone friends someone with someone 27 -32,both maleWhat is the average age and gender of the customers? 18-22 and female 24-40 15-20When a customer enters the store, do they tend to walk in the same path ordirection? - yes no yes yesHow long do customers stay in the store, on average? half an hour 20-30 min 30 min 15-20 minDo customer touch the products? Is this encouraged? yes yes yes yesDo most customers appear to be on a mission or are they browsing? in a mission browsing browsing missionWhat percent of customers purchase products in the store? 35% 35% 20% 20% 4 sofas in the middle of the store forOther Observations customers