This is the assignment to be submitted for Crash Course on Creativity.

1. Assignment:2
ARE YOU PAYING ATTENTION?
By Ankita Dhadavai

2. Saree
An Authentic Indian Attire

3. Before you enter the store:
Does the store draw you in? If so, how?
Yes the store draws me in as it is located in the prime location inside the mall
Is the door open or closed?
The doors are open
How does this make you feel?
Open doors give a more inviting feeling
and draws me to have a look at the products
the store is selling.
How big is the sign lettering and in what font?
The sign lettering is large enough and easily visible and
readable from distance

4. Environment:
What does it tell you about the store?
The store name being very renowned for its wide collection of sarees is enough to
convey the message
What is the color scheme of the store? How does this affect you?
The color scheme of the store is yellow and white soft spot lights which gives a
very soothing feeling.
What type of floor does the store have? How does this effect the environment?
The floor is of marble with wooden plank in the centre which compliments the
wooden cupboards where all sarees are kept. It helps in keeping the environment of the
store simple.
How high is the ceiling? How does this feel?
The ceiling is at average height. Thus doesn’t make you feeling congested inside
a store

5. How brightly lit is the store? How does this affect you?
There are white soft spot lights which gives a very soothing feeling. Also helps
is actually reflecting the color of garments best.
How loud is the environment?
There environment is very soft, plain and simple.
What is causing the noise?
The open doors of the store allows some amount of noise inside.
Is there music playing? If so, does it fit the environment?
There was no music.
Is the store warm or cold?
The temperature inside is neither too cold nor warm. Just moderately cold.

6. Is the store crowed with merchandise or is it sparse?
The merchandise inside the store are neatly stacked in wooden cupboards.
Thus not making the store look crowed with merchandise.
Does the store have a distinctive smell?
Yes it has the smell of the new cloth, of the new threads
Where is the cash register located?
The cash counter is located near the exit/entrance point of the store
How visible is the store security?
The security is fairly visible
How long do you want to stay in this store?
Can stay in the store for 30 minutes
Does the environment influence the perceived value of the merchandise?
The environment does perceive value of the merchandise

7. Personnel:
How long does it take before a sales person initiates contact?
Within 5 minutes from the entry into the store
Does the salesperson have a script to follow with each customer?
Yes the salesperson does have script. But some make an extra effort in
influencing the customer to buy merchandise.
Does the salesperson treat different customers differently?
Yes they do treat different customer differently
What is the ratio of salespeople to customers?
The ratio salesperson to customers is 1 is to 3
What age and gender are the employees?
The employees are from both the genders and within the age of 25-35 yrs

8. Are the salespeople using the store products?
No
Do the salespeople have a uniform?
No
Do the salespeople match the stores image?
Not completely
Products:
What is the first product that you notice?
Silk Sarees(Silk is among the expensive fabric)
Is there a central display table with featured products?
No
Where are items that are “for sale” located in the store?
Currently there was no sale

9. How are the products arranged? By function? By price? By color?
First by function than in that also by price and further by color
Are there free samples or demonstrations?
No
What products are at eye level?
All the different varieties of sarees
are at eye level
What items in the store are in the least accessible
locations?
The ready-made kurtas are in the least
accessible locations
Where are the most and least expensive products located?
The most expensive products are at the entrance itself, as we move further
inside the store the leats expensive products are visible
Are the prices of the products easy to find?
Yes

10. Are there impulse items near the cash register?
No
Customers:
Are most customers alone or with someone else? What is the relationship?
With someone else. The relationship is of that of mother-
daughter, husband-wife, sisters or friends
What is the average age and gender of the customers?
Average age is 30 Years
When a customer enters the store, do they tend to walk in the same path or
direction?
No

11. How long do customers stay in the store, on average?
Around 15-20 minutes
Do customer touch the products? Is this encouraged?
Yes and it is encouraged as it is very important for customer to understand the
fabric he/she is buying
Do most customers appear to be on a mission or are they
browsing?
The customers are usually on mission to buy
What percent of customers purchase products in the
store?
Around 50% of the customers purchase products
In the store

12. Bags

13. Before you enter the store:
Does the store draw you in? If so, how?
Yes the store draws me in
Is the door open or closed?
The doors are closed
How does this make you feel?
It does not matter as the product range
Is visible with doors closed also.
How big is the sign lettering and in what font?
The sign lettering is large enough and easily visible and
readable from distance

14. Environment:
What does it tell you about the store?
The store name does not give you the clear idea about the store, but the objects in
display tells you all.
What is the color scheme of the store? How does this affect you?
The color scheme of the store white, black and grey.
What type of floor does the store have? How does this effect the environment?
The floor is of marble. It helps in keeping
the environment of the store bling.
How high is the ceiling? How does this feel?
The ceiling is at average height. Thus
doesn’t make you feeling congested inside a store

15. How brightly lit is the store? How does this affect you?
The store is very brightly light. The makes me feel dazzled.
How loud is the environment?
There environment is very bling
What is causing the noise?
There is no noise.
Is there music playing? If so, does it fit the environment?
There was no music.
Is the store warm or cold?
The temperature inside is neither too cold nor warm. Just moderately cold.

16. Is the store crowed with merchandise or is it sparse?
The merchandise inside the store are average in numbers.
Does the store have a distinctive smell?
Yes it has the smell of the new leather
Where is the cash register located?
The cash counter is located near the exit/entrance point of the store
How visible is the store security?
There is not store security
How long do you want to stay in this store?
Can stay in the store for 30 minutes
Does the environment influence the perceived value of the merchandise?
The environment does perceive value of the merchandise

17. Personnel:
How long does it take before a sales person initiates contact?
The salesperson only interacts when some question is asked related to the
product
Does the salesperson have a script to follow with each customer?
Yes the salesperson does have script. But some make an extra effort in
influencing the customer to buy merchandise.
Does the salesperson treat different customers differently?
No, they do not treat diffrently.
What is the ratio of salespeople to customers?
The ratio salesperson to customers is 1 is to 5
What age and gender are the employees?
The employees are from both the genders and within the age of 25-30 yrs

18. Are the salespeople using the store products?
No
Do the salespeople have a uniform?
Yes
Do the salespeople match the stores image?
Yes
Products:
What is the first product that you notice?
The bags
Is there a central display table with featured products?
No
Where are items that are “for sale” located in the store?
Currently there was no sale

19. How are the products arranged? By function? By price? By color?
First by function than in that also by color and further by price
Are there free samples or demonstrations?
No
What products are at eye level?
Bags and sunglasses
What items in the store are in the least accessible
locations?
The clutches or wallets are in the least
Accessible locations
Where are the most and least expensive products located?
Usually they are mixed and has no particular order
Are the prices of the products easy to find?
Yes

20. Are there impulse items near the cash register?
No
Customers:
Are most customers alone or with someone else? What is the relationship?
Alone else with friends
What is the average age and gender of the customers?
Average age is 25 Years
When a customer enters the store, do they tend to walk in the same path or
direction?
Yes

21. How long do customers stay in the store, on average?
Around 15-20 minutes
Do customer touch the products? Is this encouraged?
Yes and it is encouraged as it is very important for customer to understand the
material of bag
Do most customers appear to be on a mission or are they
browsing?
50-50 possibilty of both
What percent of customers purchase products in the
store?
Around 30% of the customers purchase products
In the store

22. Watches

23. Before you enter the store:
Does the store draw you in? If so, how?
Yes the store draws me in as I love watches
Is the door open or closed?
The door is closed
How does this make you feel?
It does not matter as the product range
is visible with doors closed also.
How big is the sign lettering and in what font?
The sign lettering is large enough and easily visible and
readable from distance

24. Environment:
What does it tell you about the store?
The store name is a brand in itself for the watch industry in India. Clearly conveys the
Message that it’s a watch store
What is the color scheme of the store? How does this affect you?
The color scheme of the store pastel color.
What type of floor does the store have? How does this effect the environment?
The floor is of marble. It helps in keeping
the environment of the store elegant.
How high is the ceiling? How does this feel?
The ceiling is at average height. Thus
doesn’t make you feeling congested inside a store

25. How brightly lit is the store? How does this affect you?
The store is very brightly light. The makes me feel not congested in a store.
How loud is the environment?
There environment is very neat, clean and classic
What is causing the noise?
There is no noise.
Is there music playing? If so, does it fit the environment?
There is soft music playing. Keeps the environment of the store nice and
customers are not irritated by loud music.
Is the store warm or cold?
The temperature inside is neither too cold nor warm. Just moderately cold.

26. Is the store crowed with merchandise or is it sparse?
The merchandise inside the store are sparse.
Does the store have a distinctive smell?
Yes it has the this nice fragrance
Where is the cash register located?
The cash counter is located at the end of the store and not near the door
How visible is the store security?
There is no store security
How long do you want to stay in this store?
Can stay in the store for 45 minutes
Does the environment influence the perceived value of the merchandise?
The environment does perceive value of the merchandise

27. Personnel:
How long does it take before a sales person initiates contact?
The salesperson only interacts when some question is asked related to the
product and are friendly
Does the salesperson have a script to follow with each customer?
Yes the salesperson does have script.
Does the salesperson treat different customers differently?
No, they do not treat differently.
What is the ratio of salespeople to customers?
The ratio salesperson to customers is 1 is to 3
What age and gender are the employees?
The employees are from both the genders and within the age of 20-25 yrs

28. Are the salespeople using the store products?
Yes
Do the salespeople have a uniform?
Yes
Do the salespeople match the stores image?
Yes
Products:
What is the first product that you notice?
The Watches
Is there a central display table with featured products?
Yes
Where are items that are “for sale” located in the store?
Currently there was no sale

29. How are the products arranged? By function? By price? By color?
First by function than in that also by price
Are there free samples or demonstrations?
No
What products are at eye level?
Watches
What items in the store are in the least accessible
locations?
All products are easily accessible
Where are the most and least expensive products located?
The products are categorised by brand and each brand has products from least
to expensive
Are the prices of the products easy to find?
Yes

30. Are there impulse items near the cash register?
There are range of wallets and belts which are the new addition to brand
Customers:
Are most customers alone or with someone else? What is the relationship?
With someone else. The relationship varies from father-son to friends
What is the average age and gender of the customers?
Average age is 30 Years
When a customer enters the store, do they tend to walk in the same path or
direction?
Yes

31. How long do customers stay in the store, on average?
Around 30-45 minutes
Do customer touch the products? Is this encouraged?
The customer cant touch the products as they are in case but if asked for the
salesperson assists
Do most customers appear to be on a mission or are they
browsing?
On a mission to buy the watch
What percent of customers purchase products in the
store?
Around 60% of the customers purchase products
In the store

32. Lifestyle

33. Before you enter the store:
Does the store draw you in? If so, how?
Yes the store draws me in as if has wide range of home furnishing wide each
setup depicted nicely
Is the door open or closed?
The door is open
How does this make you feel?
It gives an inviting feeling to go inside and
explore.
How big is the sign lettering and in what font?
The sign lettering is large enough and easily visible and
readable from distance

34. Environment:
What does it tell you about the store?
The store name tells that it’s a one stop store to find all the furnishing and accessories
for home
What is the color scheme of the store? How does this affect you?
The basic color scheme of the store is light yellow.
What type of floor does the store have? How does this effect the environment?
The floor is of marble. It helps in keeping the environment of the store elegant.
How high is the ceiling? How does this feel?
The ceiling is at average height. Thus doesn’t make you feeling congested
inside a store

35. How brightly lit is the store? How does this affect you?
The store is very brightly light. The makes me feel not congested in a store.
How loud is the environment?
There environment is very neat, clean and classic
What is causing the noise?
There is no noise.
Is there music playing? If so, does it fit the environment?
There is soft music playing. Keeps the environment of the store nice and
customers are not irritated by loud music.
Is the store warm or cold?
The temperature inside is neither too cold nor warm. Just moderately cold.

36. Is the store crowed with merchandise or is it sparse?
The merchandise inside the store are not too crowded.
Does the store have a distinctive smell?
Yes it has the this nice fragrance of bed sheets and candles
Where is the cash register located?
The cash counter is located at the end of the store and not near the door
How visible is the store security?
It is visible
How long do you want to stay in this store?
Can stay in the store for 1 hr. 30 min
Does the environment influence the perceived value of the merchandise?
The environment does perceive value of the merchandise

37. Personnel:
How long does it take before a sales person initiates contact?
The salesperson only interacts when some question is asked related to the
product
Does the salesperson have a script to follow with each customer?
Yes the salesperson does have script.
Does the salesperson treat different customers differently?
No, they do not treat differently.
What is the ratio of salespeople to customers?
The ratio salesperson to customers is 1 is to 7
What age and gender are the employees?
The employees are from both the genders and within the age of 20-25 yrs

38. Are the salespeople using the store products?
Don’t know
Do the salespeople have a uniform?
Yes
Do the salespeople match the stores image?
Yes
Products:
What is the first product that you notice?
The set of bedroom furnishing
Is there a central display table with featured products?
Each set of bedroom furnishing is a unique feature in itself
Where are items that are “for sale” located in the store?
Currently there was no sale

39. How are the products arranged? By function? By price?
By color?
First by function than in that also by price
Are there free samples or demonstrations?
No
What products are at eye level?
All the sets of bedrooms
What items in the store are in the least accessible
locations?
The bed sheets, towels and pillow covers
Where are the most and least expensive products located?
The products are categorised by brand and each brand has products from least
to expensive
Are the prices of the products easy to find?
Yes

40. Are there impulse items near the cash register?
Yes
Customers:
Are most customers alone or with someone else? What is the relationship?
With someone else. The relationship varies from father-son to friends
What is the average age and gender of the customers?
Average age is 35 Years
When a customer enters the store, do they tend to walk in the same path or
direction?
Yes

41. How long do customers stay in the store, on average?
Around 1 hr
Do customer touch the products? Is this encouraged?
The customer can touch the products and yes it is encouraged
Do most customers appear to be on a mission or are they
browsing?
The majority are browsing
What percent of customers purchase products in the
store?
Around 20% of the customers purchase products
In the store