1. Assignment on observations/attention at different stores
By Rajesh Kumar Yadav
(A class on Creativity by Tina Seelig, Stanford University)
Observation Lab
Results of observations/ survey at different stores are as under:
Description Numero Uno denizen (from Duke Flying Machine Peter England
Jeanswear Levi's) (jeans)
Before you(I)
enter the store:
Does the store draw you No No No No No
in? If so, how?
Is the door oped or Closed ( glazed ) Closed ( glazed ) Opened Closed ( glazed ) Opened
closed?
How does this make you Good Good Good Good Good
feel?
How big is the sign Very Big Very Big Very Big Very Big Very Big
lettering and in what
font?
What does it tell you Brand name Brand name Brand name Brand name Brand name
about the store?
Environment
What is the color Bright , attractive Bright , attractive Bright , attractive Bright , attractive Bright , attractive
scheme of the store?
How does this affect
you?

2. What type of floor does Tile flooring, looks Tile flooring, looks Tile flooring, looks Tile flooring, looks Tile flooring, looks
the store have? How nice nice nice nice nice
does this effect the
environment?
How high is the ceiling? High, beautiful High, beautiful High, beautiful High, beautiful High, beautiful
How does this feel?
How brightly lit is the Very bright, attractive Very bright, Very bright, Very bright, attractive Very bright,
store? How does this attractive attractive attractive
affect you?
How loud is the Not loud Not loud Not loud Not loud Not loud
environment?
What is causing the music system music system music system music system music system
noise?
Is there music Playing? Yes, yes Yes, yes Yes, yes Yes, yes Yes, yes
If so, does it fit the
environment?
Is the store warm or Comfortable(A/C) Comfortable(A/C) Comfortable(A/C) Comfortable(A/C) Comfortable(A/C)
cold?
Is the store crowed with Not croweded Not croweded Not croweded Not croweded Not croweded
merchandise or is it
spares?
Does the store have a Yes Yes Yes Yes No
distinctive smell?
Where is the cash At table near door At table near door At table near door At table near door At table near door
register located?
How visible is the store very visible very visible very visible very visible very visible
security?
How long do you want to much longer period much longer period much longer period much longer period much longer period
stay in this store?
Does the environment Yes Yes Yes Yes Yes
influence the perceived
value of the
merchandise?

3. Personnel:
How long does it take Immediately Immediately Immediately Immediately Immediately
before a sales person
initiates contact?
Does the sales person Yes Yes Yes Yes Yes
have a script to follow
with each customer?
Does the sales person No No No No No
treat different customers
differently?
What is the ratio of sales 1:02 1:03 1:02 1:02 1:01
people to customers?
What age and gender 20-35 20-35 20-35 20-30 25-45
are the employees?
Are the salespeople can't say can't say can't say can't say can't say
using the store
products?
Do the salespeople have No No No No No
a uniform?
Do the salespeople Yes Yes Yes Yes Yes
match the store image?
Products:
What is the first product Jeans Jeans, shirts T-shirts Jeans Shirts and pants
that you notice?
Is there a central display Yes Yes Yes Yes Yes
table with featured
products?

4. Where are items that Jeans Jeans, shirts T-shirts,Jeans, Jeans Shirts and pants
are "for sale" located in sweater
the store?
How are the products By function, price By function By function, price By function, price By function
arranged? By function?
By price? By color?
Are there free samples No No No No No
or demonstrations?
What products are at Jeans Jeans, shirts T-shirts,Jeans, Jeans Shirts and pants
eye level? sweater
What items in the store Costly items Costly items Costly items Costly items Costly items
are in the least
accessible locations?
Where are the most and most expencive-back, most expencive- most expencive- most expencive-back, most expencive-
least expensive products least expensive-front back, least back, least least expensive-front back, least
located? expensive-front expensive-front expensive-front
Are the prices of the yes yes yes yes yes
products easy to find?
Are there impluse items yes yes yes yes yes
near the cash register?
Customers:
Are most customers With family members With friend With family With friend With family
alone or with someone members members
else? What is the
relationship?
What is the average age 20, male 25, female 30, male, female 25, male 25, female
and gender of the
customers?

5. When a customer enters yes yes yes yes yes
the store, do they tend
to walk in the same path
or direction?
How long do customers long long long long long
stay in the store, on
average?
Do customer toch the Yes, Yes Yes, Yes Yes, Yes Yes, Yes Yes, Yes
products? Is this
encouraged?
Do most customers On the purchase On the enquiry / On the purchase On the enquiry / On the enquiry /
appear to be on a mission brousing mission brousing brousing
mission or are they
browsing?
What percent of less than 20% less than 20% less than 20% less than 20% less than 20%
customers purchase
products in the store?
Other Observations:
Advertisement, Advertisement, Advertisement, Advertisement, Caricatures wearing
pictures pictures pictures pictures cloths
Attractive photo Attractive photo Attractive photo Attractive photo Attractive photo
Statue wearing cloths Statue wearing
cloths
Similarity in most Similarity in most Similarity in most Similarity in most Similarity in most
stores stores stores stores stores