The document summarizes the author's observations from visiting 6 stores in a mall in Merida, Yucatan. Some of the key things noticed were: 1) Store signs focused on either branding or conveying the concept of the store through images. 2) Security was visible at entrance doors and walking around but not in all stores. 3) Products were organized and displayed based on type, function, price, or location for visibility. 4) Music playing varied between stores, with one having very loud music from multiple sources.

1. ASSIGNMENT 2
“PAYING ATTENTION”
Por: Cecilia A. Rojas Cáceres

2. INTRODUCCTION
To see more and pay attention
I visited 6 stores located in the mall
“Plaza Altabrisa” in Mérida, Yucatán.

3. BEFORE ENTER THE STORES
I noticed my preference is by stores which have the door
open.
The letterin sign in 2 of the stores I visited focused in show
the concept of the stores, for example “Mixup” has a
logo that simulated ondulation of the music, and
“+kotas” simulated a dog face.
The others focused on the brand

4. Security is not visible in all
stores of the mall, but
appear to see is very
important for this store in
particular.
One of them ,is at the
entrance door and one
more is walking
around, and they have a
radio to comunicated with
the security personal of
the mall.

5. Most of the people just
look around before they
decide what product to
buy.

6. All the stores I visited were
playin music but “Mixup” has a
very loud enviroment, the sound
produced by
music, videogames, and people
talking combine is too much for
me.

7. The discount products
always is located on
the eyes level or
remark with labels
Also almost every stores I visited present
there products by order of the type or
funtions.
The products tha are more expensive are
locked in a cabinet or they are exhibit
behind the cashier.

8. The Librery exhibit childrens
books almost in the lower level
and very close to the cashier.

9. This clothes store
was playing electronic
music because is
focused in the young
people.
Also the store try to suggest
the shoes and other
accesories to combine with
the clothes

10. The sports stores focus in the brand.
The ages of the clients were very
different, and they usually visited the
store with a companion.

11. My biggest surprise was the security in the
mall.
I never saw before in my country to much worry
by the security. But I guess is in response of
the situation in México about the violence.
Taking pictures was really difficult, the people
looked me suspiciosly.

12. • Also I noticed that in many stores the employes wait
to the clients questions, and they make sure to have
a distance between the client. I dont know why, but I
asked is a capacitation needed? Or is a culture
effect?
• The mall I visited is located in a zone to rich
people, so every store make sure to their employes
has a uniform, but they not make sure their employes
has the capacity to talk and explain to the client the
products or services.