The three stores described have very different environments that influence the shopping experience. The local Kirana store has a warm, homely feel with no uniform design or security. Shopper's Stop is a bright, sophisticated store with uniforms, security and structured employee interactions. Easy Day is a crowded supermarket with an emphasis on fresh products, security and efficiency. The stores each cultivate distinct atmospheres through their design, merchandise and personnel.

1. ARE YOU PAYING
ATTENTION?
BY: SURBHEE DAHIYA
CREATIVITY CLASS

2. Store 1—The Local Shop (Kirana
store)

3. Before you enter the store:
• Does the store draw you in? If so, how?
- yes the store draws me in because it looks like a shop from a very old time where
one can find any kind of old traditional things(even the chocolates which our
parents used to eat)
• Is the door open or closed?
- There is no such door only a shutter, so the door or shop is always open
• How does this make you feel?
- Going there gives me a homely feeling
• How big is the sign lettering and in what font?
- The sign lettering is quite big with large colourful front.
• What does it tell you about the store?
- It tells me that the store is inviting everyone in.

4. Environment:
• What is the color scheme of the store? How does this affect you?
- There is no such colour scheme, the store is made up of bricks.
• What type of floor does the store have? How does this effect the environment?
- There is stone floor in the shop which gives the shop is traditional look
• How high is the ceiling? How does this feel?
- The ceiling is not too high which makes me feel like we r in a small cave
• How brightly lit is the store? How does this affect you?
- The store is brightly lit which makes me see everything that the store has
• How loud is the environment?
- The store has a decent environment.
• What is causing the noise?
- There is just the noises of vehicles passing by as the store is near the main street.
• Is there music playing? If so, does it fit the environment?
- Yes there is an old radio that plays old hindi songs that totally fit the shop
• Is the store warm or cold?
- The store is warm and homely.

5. • Is the store crowed with merchandise or is it sparse?
- The store is full of merchandise of every kind.
•
• Does the store have a distinctive smell?
- Not particularly
• Where is the cash register located?
- Near the front desk where the owner sits.
• How visible is the store security?
- There is no such security in the store.
• How long do you want to stay in this store?
- Until I finish what I came to bye and a little chit chat with the owner.
• Does the environment influence the perceived value of the merchandise?
- Yes totally…

6. Personnel:
• Does the salesperson have a script to follow with each customer?
- No as he knows every customer by face.
• Does the salesperson treat different customers differently?
- Yes especially according to their age.
• What is the ratio of salespeople to customers?
- There is just one salesman.
• What age and gender are the employees?
- About 18-30 age group.
• Do the salespeople have a uniform?
- No uniform.
• Do the salespeople match the stores image?
- Yes the salesman matches the store image totally.

7. Products:
• What is the first product that you notice?
- The most colorful one.
• Where are items that are “for sale” located in the store?
- Mostly nothing, as everything is already very cheap.
• How are the products arranged? By function? By price? By color?
- randomly, is mostly the customers pick.
• Are there free samples or demonstrations?
- no
• What products are at eye level?
- Mostly eatables
• Where are the most and least expensive products located?
- Every where
• Are the prices of the products easy to find?
- yes
• Are there impulse items near the cash register?
- There are sweets present near the cash register.

8. Customers:
• What is the average age and gender of the customers?
- Age group no bar, everyone comes there.
• How long do customers stay in the store, on average?
- About 15-30 minutes.
• Do customer touch the products? Is this encouraged?
- Yes customers touch the product and it is encouraged.
• Do most customers appear to be on a mission or are they browsing?
- Everyone there has come to buy something or the other.
• What percent of customers purchase products in the store?
- About 98%.

9. Store 2—Shopper’s Stop

10. Before you enter the store:
• Does the store draw you in? If so, how?
- Yes the store draws attention because of the varities of colourful dresses it has
• Is the door open or closed?
- The door is open till its closing time
• How does this make you feel?
- very much welcomed
• How big is the sign lettering and in what font?
- the sign is big so that everyone can see it
• What does it tell you about the store?
- the store is welcome to all

11. Environment:
• What is the colour scheme of the store? How does this affect you?
- the colour scheme is orange and yellow. It gives a happy and bright effect.
• What type of floor does the store have? How does this effect the environment?
- The floor is made of white tiles which gives a very sophisticated look.
• How high is the ceiling? How does this feel?
- the ceiling is high, no feelings for that.
• How brightly lit is the store? How does this affect you?
- the store is very brightly lit giving a radiant effect.
• How loud is the environment?
- the environment is not at all loud.
• What is causing the noise?
- The noise is just of the music playing
• Is there music playing? If so, does it fit the environment?
- yes there is music playing which totally fits the overall environment.
• Is the store warm or cold?
- it depends on the seasons, in summers its cool and in winters its warm.

12. • Is the store crowed with merchandise or is it sparse?
-the store is neither crowded nor sparse just adequatly stuffed with merchandise.
• Does the store have a distinctive smell?
- Yes the store has a distinct smell of flowers.
• Where is the cash register located?
- At the main counter
• How visible is the store security?
- Very visible, there are cameras, guards and security machines.
• How long do you want to stay in this store?
- As long as I decide and buy what I want.
• Does the environment influence the perceived value of the merchandise?
- totally

13. Personnel:
• Does the salesperson have a script to follow with each customer?
- yes they do
• Does the salesperson treat different customers differently?
- no they dont
• What is the ratio of salespeople to customers?
- It depends on the rush in the store
• What age and gender are the employees?
- Both male and female from age group 20-30.
• Do the salespeople have a uniform?
- Yes they all have a uniform
• Do the salespeople match the stores image?
- Yes they try to.

14. Products:
• What is the first product that you notice?
- The first present in the front.
• Where are items that are “for sale” located in the store?
- On a separate counter under the ‘for sales’ tag.
• How are the products arranged? By function? By price? By color?
• - Mostly by price
• Are there free samples or demonstrations?
- Yes , the new products are for demonstration.
• What products are at eye level?
- Mostly the shirts and t-shirts.
• Where are the most and least expensive products located?
-they are all mixed up.
• Are the prices of the products easy to find?
- Yes very, they have tags
• Are there impulse items near the cash register?
- No there is nothing near the cash register.

15. Customers:
• What is the average age and gender of the customers?
- Age group no bar, everyone comes there.
• How long do customers stay in the store, on average?
- About 15-30 minutes.
• Do customer touch the products? Is this encouraged?
- Yes customers touch the product and it is encouraged.
• Do most customers appear to be on a mission or are they browsing?
- Everyone there has come to buy something or the other.
• What percent of customers purchase products in the store?
-about 80%

16. Store 3 –Easy Day

17. Before you enter the store:
• Does the store draw you in? If so, how?
-we generally go there to buy our groceries and stuff.
• Is the door open or closed?
- its closed, a guard opens it for us.
• How does this make you feel?
- Good and welcomed.
• How big is the sign lettering and in what font?
- Very big sign with italic font.
• What does it tell you about the store?
- That it wants everyone to be easy going and enjoy shopping in there store.

18. Environment:
• What is the colour scheme of the store? How does this affect you?
- Mostly light green walls giving a fresh feeling.
• What type of floor does the store have? How does this effect the environment?
- White marble floor giving a neat outlook to the store.
• How high is the ceiling? How does this feel?
- The ceiling is high
• How brightly lit is the store? How does this affect you?
- The store is filled with lights giving a happy feeling
• How loud is the environment?
- Not loud
• What is causing the noise?
- Only the people who are shopping.
• Is there music playing? If so, does it fit the environment?
- No music
• Is the store warm or cold?
• Depends on the season but its mostly cold because of the fresh vegetables and
fruits it stores.

19. • Is the store crowed with merchandise or is it sparse?
-crowded
• Does the store have a distinctive smell?
- Smell of various fruits and vegetables along with other things
• Where is the cash register located?
- On the front desk near the enterance
• How visible is the store security?
- Very with guards and cameras everywhere.
• How long do you want to stay in this store?
- Till the shopping is finished
• Does the environment influence the perceived value of the merchandise?
- Cant say

20. Personnel:
• Does the salesperson have a script to follow with each customer?
- yes they do
• Does the salesperson treat different customers differently?
- no
• What is the ratio of salespeople to customers?
- salespeople are more
• What age and gender are the employees?
- both males and females from 25-30 yrs.
• Do the salespeople have a uniform?
- Yes they do
• Do the salespeople match the stores image?
- Yes they do

21. Products:
• What is the first product that you notice?
- That’s kept near the entrance
• Where are items that are “for sale” located in the store?
- On a different counter near the cash register
• How are the products arranged? By function? By price? By color?
- By function
• Are there free samples or demonstrations?
- yes
• What products are at eye level?
- Mostly eatables
• Where are the most and least expensive products located?
- Every where
• Are the prices of the products easy to find?
- yes
• Are there impulse items near the cash register?
- Yes there are

22. Customers:
• What is the average age and gender of the customers?
- customers are of every age and every gender
• How long do customers stay in the store, on average?
- 30-45 minutes
• Do customer touch the products? Is this encouraged?
- Yes they do touch and sometimes its not encouraged
• Do most customers appear to be on a mission or are they browsing?
- Its in a ratio of 50-50
• What per cent of customers purchase products in the store?
- About 70-80%

23. Store 4--Starbuck

24. Before you enter the store:
• Does the store draw you in? If so, how?
-ya the aura, the smell of coffee and muffins draw me in.
• Is the door open or closed?
- The door is closed
• How does this make you feel?
- Good because it gives a sense of security to its customers.
• How big is the sign lettering and in what font?
- Quite big
• What does it tell you about the store?
- That its calling people in by its big sign.

25. Environment:
• What is the color scheme of the store? How does this affect you?
- The colour scheme is yellow and brown the total blend of coffee
• What type of floor does the store have? How does this effect the environment?
- Mostly tiles , giving a sophisticated look to the store
• How high is the ceiling? How does this feel?
- The ceiling is moderate
• How brightly lit is the store? How does this affect you?
- The store is very brightly lit with many kinds of lights which make me feel as if there is some
kind of festive season.
• How loud is the environment?
- Not too much
• What is causing the noise?
- The chit chat of the people sitting there
• Is there music playing? If so, does it fit the environment?
- Yes every kind of music is being played there which totally fits the scene.
• Is the store warm or cold?
- warm

26. • Is the store crowed with merchandise or is it sparse?
- The store is moderatly filled with merchandise, dosnt feel like crowded.
• Does the store have a distinctive smell?
- The the smell of delicious coffee and muffins.
• Where is the cash register located?
- On the main counter
• How visible is the store security?
-very with guards and cameras
• How long do you want to stay in this store?
- 1-2 hours
• Does the environment influence the perceived value of the merchandise?
- absolutly

27. Personnel:
• Does the salesperson have a script to follow with each customer?
- Yes, they do
• Does the salesperson treat different customers differently?
- Not really
• What is the ratio of salespeople to customers?
- Mostly the salespersons are more
• What age and gender are the employees?
- 20-25 yrs
• Do the salespeople have a uniform?
- yes, they do
• Do the salespeople match the stores image?
- yes.

28. Products:
• What is the first product that you notice?
- The muffins
• Where are items that are “for sale” located in the store?
- Nothing for sale
• How are the products arranged? By function? By price? By color?
- anyway
• Are there free samples or demonstrations?
- No free samples, just demonstrations.
• What products are at eye level?
- Mostly the eatables
• Where are the most and least expensive products located?
- everywhere
• Are the prices of the products easy to find?
- yes, mostly
• Are there impulse items near the cash register?
- yes

29. Customers:
• What is the average age and gender of the customers?
- 16-50+
• How long do customers stay in the store, on average?
- Minimum 1hr , maximum no limit
• Do customer touch the products? Is this encouraged?
- No , the customers feel no need to touch the product, until its something eatable
• Do most customers appear to be on a mission or are they browsing?
- People generally come there to have coffee.
• What percent of customers purchase products in the store?
- everyone.

30. Store 5—Sweet Shop

31. Before you enter the store:
• Does the store draw you in? If so, how?
- yes, because all the delicious sweet smell.
• Is the door open or closed?
- closed
• How does this make you feel?
- Nice because of the hygine
• How big is the sign lettering and in what font?
- Very big with big font size
• What does it tell you about the store?
- So that everyone can notice the store

32. Environment:
• What is the color scheme of the store? How does this affect you?
- No specific colour scheme
• What type of floor does the store have? How does this effect the environment?
- Different colour of tiles, giving a colorful image.
• How high is the ceiling? How does this feel?
- Not very high ceiling.
• How brightly lit is the store? How does this affect you?
- Moderately lit store, no effect.
• How loud is the environment?
- Very loud.
• What is causing the noise?
- People and more people
• Is there music playing? If so, does it fit the environment?
- No music
• Is the store warm or cold?
- warm.

33. • Is the store crowed with merchandise or is it sparse?
- Totally crowed with all kinds of sweets.
• Does the store have a distinctive smell?
- yes, a very sweet smell.
• Where is the cash register located?
- On the main counter
• How visible is the store security?
- Not much of a security
• How long do you want to stay in this store?
- As long as I get what I want.
• Does the environment influence the perceived value of the merchandise?
- yes, it does.

34. Personnel:
• Does the salesperson have a script to follow with each customer?
- No script.
• Does the salesperson treat different customers differently?
- yes, they do
• What is the ratio of salespeople to customers?
- sales persons are less as compared to customers.
• What age and gender are the employees?
- no age limit
• Do the salespeople have a uniform?
- No uniform
• Do the salespeople match the stores image?
yes

35. Products:
• What is the first product that you notice?
- The most colorful one.
• Where are items that are “for sale” located in the store?
- Mostly nothing
- How are the products arranged? By function? By price? By color?
- randomly, is mostly the customers pick.
• Are there free samples or demonstrations?
- no
• What products are at eye level?
- Mostly eatables
• Where are the most and least expensive products located?
- Every where
• Are the prices of the products easy to find?
- no, we have to ask the salesperson
• Are there impulse items near the cash register?
- no

36. Customers:
• What is the average age and gender of the customers?
- 18-50+
• How long do customers stay in the store, on average?
- 15-25 minutes
• Do customer touch the products? Is this encouraged?
- Yes , the touch to taste the product but mostly it is not encouraged.
• Do most customers appear to be on a mission or are they browsing?
- Everyone is on a mission to buy things.
• What percent of customers purchase products in the store?
- 95%

37. Store 6--Benetton

38. Before you enter the store:
• Does the store draw you in? If so, how?
- yes, with the large variety of clothing range
• Is the door open or closed?
- open
• How does this make you feel?
- Nice and welcomed
• How big is the sign lettering and in what font?
- moderate
• What does it tell you about the store?
- Nothing much, everyone knows the brand.

39. Environment:
• What is the color scheme of the store? How does this affect you?
- Grey and white scheme, giving a special affect
• What type of floor does the store have? How does this effect the environment?
- mostly tiles, matches with the store
• How high is the ceiling? How does this feel?
- Moderately high ceiling.
• How brightly lit is the store? How does this affect you?
- Very brightly lit…gives a good feeling.
• How loud is the environment?
- Not at all loud
• What is causing the noise?
- Just little whispers of people
• Is there music playing? If so, does it fit the environment?
- Yes, slow music. It totally fits the environment.
• Is the store warm or cold?
- Depends on the season.

40. • Is the store crowed with merchandise or is it sparse?
- Yes sometimes
• Does the store have a distinctive smell?
- yes
• Where is the cash register located?
- On the main counter
• How visible is the store security?
- Very much visible
• How long do you want to stay in this store?
- Till I finish my shopping
• Does the environment influence the perceived value of the merchandise?
- yes, it does.

41. Personnel:
• Does the salesperson have a script to follow with each customer?
- Yes, they do
• Does the salesperson treat different customers differently?
- no
• What is the ratio of salespeople to customers?
- Customers are more
• What age and gender are the employees?
- Both genders with age between 23-27.
• Do the salespeople have a uniform?
- yes, they do
• Do the salespeople match the stores image?
- yes

42. Products:
• What is the first product that you notice?
- The new arrivals
• Where are items that are “for sale” located in the store?
- On a separate counter.
• How are the products arranged? By function? By price? By color?
- By colour and price
• Are there free samples or demonstrations?
- No free samples or demonstration
• What products are at eye level?
- Shirts and t-shirts
• Where are the most and least expensive products located?
- On different different counters
• Are the prices of the products easy to find?
- no, sometimes we have to ask the salesperson.
• Are there impulse items near the cash register?
no

43. Customers:
• What is the average age and gender of the customers?
- 20-45yrs
• How long do customers stay in the store, on average?
- 20-45 minutes
• Do customer touch the products? Is this encouraged?
- yes, customers touch the product and it is encouraged as well.
• Do most customers appear to be on a mission or are they browsing?
- Mostly are browsing
• What percent of customers purchase products in the store?
- 50-60%

44. THANK U……..