The document provides observations from visits to four different stores - Coffee Bean and Tea Leaf, The Spa, The Salcedo Saturday Market, and Octagon computer store. For each store, the observer notes details about the environment, personnel, products, customers, and other observations. The stores vary in their setup, from the Coffee Bean store which has defined areas and products behind the counter, to the open-air Saturday market with goods displayed throughout. Personnel at most stores were friendly and approachable.

1. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
At Coffee Bean and Tea Leaf, Tordesillas Street, Makati, Philippines
Before you enter the store:
Does the store draw you in? If so, how?
Yes. They have a large signage.
Is the door open or closed?
Closed.
How does this make you feel?
No difference.
How big is the sign lettering and in what font?
Quite big. Standard size for a signage. Scrubby regular font. Site: http://www.coffeebean.com.ph/.
What does it tell you about the store?
Must be project a nice and relaxed image. Not too casual. Fit for business people.
Environment:
What is the color scheme of the store? How does this affect you?
I am color blind. Therefore color doesn’t affect me mostly. I don’t recognize any color.
What type of floor does the store have? How does this effect the environment?
Looks like some kind of hardwood floor. It looks well with the rest of the interior.
How high is the ceiling? How does this feel?
High. It looks ok.
How brightly lit is the store? How does this affect you?
Moderately lighted. Looks good.
How loud is the environment?
Not loud.
What is causing the noise?
Background music.
Is there music playing? If so, does it fit the environment?
Yes, something mellow; Consistent with a relaxed feel.
Is the store warm or cold?
Just right. With aircon.
Is the store crowed with merchandise or is it sparse?
No. There are some at the front display.
Does the store have a distinctive smell?
No.
At Coffee Bean and Tea Leaf, Tordesillas Street, Makati, Philippines Page 1 of 18

2. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
Where is the cash register located?
At the front.
How visible is the store security?
Not too obvious. A guy in barong.
How long do you want to stay in this store?
I feel like I can stay as long as I like.
Does the environment influence the perceived value of the merchandise?
Yes. Only to the extent that if I buy my coffee or drink here, I can also enjoy the nice ambiance.
Personnel:
How long does it take before a sales person initiates contact?
Quick.
Does the salesperson have a script to follow with each customer?
Could be.
Does the salesperson treat different customers differently?
Seems to be.
What is the ratio of salespeople to customers?
Store wasn’t busy so I guess it was just right.
What age and gender are the employees?
Young people. Mixed.
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?
Cakes and pastries on display at front.
Is there a central display table with featured products?
Yes.
Where are items that are “for sale” located in the store?
Mostly behind the front counter.
At Coffee Bean and Tea Leaf, Tordesillas Street, Makati, Philippines Page 2 of 18

3. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
How are the products arranged? By function? By price? By color?
I don’t see most of it except for those in the front display.
Are there free samples or demonstrations?
No. They did give me a free upsize for using a Citibank credit card.
What products are at eye level?
None.
What items in the store are in the least accessible locations?
Most of it. Behind the front counter. But maybe that is not what you mean.
Where are the most and least expensive products located?
Being nearsighted, I can’t read the front display menu that has the prices.
Are the prices of the products easy to find?
Being nearsighted, I can’t read the front display menu that has the prices.
Are there impulse items near the cash register?
Yes.
Customers:
Are most customers alone or with someone else? What is the relationship?
Mixed group of various people.
What is the average age and gender of the customers?
Mostly adults, male
When a customer enters the store, do they tend to walk in the same path or direction? -
Yes.
How long do customers stay in the store, on average?
Must be about an hour. Most seem to be taking their time.
Do customer touch the products? Is this encouraged?
No. Unless already bought.
Do most customers appear to be on a mission or are they browsing?
No browsing. Most people go to the front to order.
What percent of customers purchase products in the store?
Seems to be everyone that goes in buys something
Other Observations:
There’s newspaper at the back station.
Other than the standard table and chairs, there are some couches at the back.
The staff are friendly. They asked me if I wanted whipped cream on my chocolate drink. I guess some people many not
want the whipped cream because of the added calories.
At Coffee Bean and Tea Leaf, Tordesillas Street, Makati, Philippines Page 3 of 18

4. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
The Spa, The Fort, Philippines
Before you enter the store:
Does the store draw you in? If so, how?
Yes. They have a large signage.
Is the door open or closed?
Closed.
How does this make you feel?
No difference.
How big is the sign lettering and in what font?
Quite big. Standard size for a signage.
What does it tell you about the store?
The ambiance is very nice.
Environment:
What is the color scheme of the store? How does this affect you?
I am color blind. Therefore color doesn’t affect me mostly. I don’t recognize any color.
What type of floor does the store have? How does this effect the environment?
Marble floor.
How high is the ceiling? How does this feel?
High. Gives a spacious feel.
How brightly lit is the store? How does this affect you?
Cozy not so bright. Helps to give a relaxed feel
How loud is the environment?
A little noise inside.
What is causing the noise?
Water fountain and people talking at the lounge.
Is there music playing? If so, does it fit the environment?
Yes. Fits the environment.
Is the store warm or cold?
Cold.
Is the store crowed with merchandise or is it sparse?
No.
Does the store have a distinctive smell?
Yes, a menthol smell.
The Spa, The Fort, Philippines Page 4 of 18

5. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
Where is the cash register located?
At the front, left side.
How visible is the store security?
Didn’t see any.
How long do you want to stay in this store?
A couple of hours.
Does the environment influence the perceived value of the merchandise?
Yes.
Personnel:
How long does it take before a sales person initiates contact?
A minute.
Does the salesperson have a script to follow with each customer?
None.
Does the salesperson treat different customers differently?
No.
What is the ratio of salespeople to customers?
1 to 1.
What age and gender are the employees?
Young people. Mid-20s.
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?
No display.
Is there a central display table with featured products?
Tarpaulins indicating what's on sale are available at the entrance.
Where are items that are “for sale” located in the store?
Question not applicable, as this shop does spa services.
The Spa, The Fort, Philippines Page 5 of 18

6. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
How are the products arranged? By function? By price? By color?
Question not applicable, as this shop does spa services.
Are there free samples or demonstrations?
No.
What products are at eye level?
None.
What items in the store are in the least accessible locations?
Question not applicable, as this shop does spa services.
Where are the most and least expensive products located?
Question not applicable, as this shop does spa services.
Are the prices of the products easy to find?
You just have to inquire.
Are there impulse items near the cash register?
Question not applicable, as this shop does spa services.
Customers:
Are most customers alone or with someone else? What is the relationship?
There are groups of various people.
What is the average age and gender of the customers?
Various.
When a customer enters the store, do they tend to walk in the same path or direction? -
Yes.
How long do customers stay in the store, on average?
Uncertain. Most seem to be taking their time.
Do customer touch the products? Is this encouraged?
Question not applicable, as this shop does spa services.
Do most customers appear to be on a mission or are they browsing?
No browsing.
What percent of customers purchase products in the store?
Most people that come in seem to be availing of services.
Other Observations:
The spa area is nicely made. Nice furniture as well. They have 2 lounges. One at the main entrance and another one at the
massage area where they serve tea. The main lounge has access to massage area and the facial care area. The attendants
are accommodating. They allowed me to adjust my schedule to a later date. Since it was a holiday, they have quite a lot of
guests.
The Spa, The Fort, Philippines Page 6 of 18

7. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
The Salcedo Saturday Market, Philippines
Before you enter the store:
Does the store draw you in? If so, how?
Yes. You see lots of people and stalls. That is the draw.
Is the door open or closed?
No door.
How does this make you feel?
No difference.
How big is the sign lettering and in what font?
No signage. There is no need. The Saturday market is easily recognizable.
What does it tell you about the store?
Question not applicable.
Environment:
What is the color scheme of the store? How does this affect you?
I am color blind. Therefore color doesn’t affect me mostly. I don’t recognize any color.
What type of floor does the store have? How does this effect the environment?
No special floor. Outdoor setup.
How high is the ceiling? How does this feel?
No ceiling. Outdoor setup
How brightly lit is the store? How does this affect you?
Question not applicable.
How loud is the environment?
Noisy.
What is causing the noise?
Lots of people.
Is there music playing? If so, does it fit the environment?
No.
Is the store warm or cold?
Question not applicable. Outdoor setup.
Is the store crowed with merchandise or is it sparse?
Crowded.
Does the store have a distinctive smell?
Yes, in particular places.
The Salcedo Saturday Market, Philippines Page 7 of 18

8. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
Where is the cash register located?
Most merchants don’t have a cash register.
How visible is the store security?
Didn’t see any. Too many people.
How long do you want to stay in this store?
Depends on what I need.
Does the environment influence the perceived value of the merchandise?
Yes.
Personnel:
How long does it take before a sales person initiates contact?
Quick.
Does the salesperson have a script to follow with each customer?
None.
Does the salesperson treat different customers differently?
No.
What is the ratio of salespeople to customers?
Varies.
What age and gender are the employees?
Varies.
Are the salespeople using the store products?
No.
Do the salespeople have a uniform?
Some do.
Do the salespeople match the stores image?
Maybe.
Products:
What is the first product that you notice?
Depends where you look.
Is there a central display table with featured products?
There are many on display.
Where are items that are “for sale” located in the store?
Everywhere.
The Salcedo Saturday Market, Philippines Page 8 of 18

9. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
How are the products arranged? By function? By price? By color?
Varies.
Are there free samples or demonstrations?
No.
What products are at eye level?
None.
What items in the store are in the least accessible locations?
Depends.
Where are the most and least expensive products located?
Depends.
Are the prices of the products easy to find?
You just have to inquire.
Are there impulse items near the cash register?
No.
Customers:
Are most customers alone or with someone else? What is the relationship?
There are various people/groups.
What is the average age and gender of the customers?
Various.
When a customer enters the store, do they tend to walk in the same path or direction? -
No.
How long do customers stay in the store, on average?
Uncertain. Most seem to be taking their time.
Do customer touch the products? Is this encouraged?
Yes. Yes, for the most part.
Do most customers appear to be on a mission or are they browsing?
Varies. There is a mix.
What percent of customers purchase products in the store?
Most people that come in seem to be availing of services. But also a lot of people chatting.
Other Observations:
After coming to the Saturday market over a span of various time instances, it seems to me the market has become busier
and more crowded. I bumped into some people I know. Lots of foreigners were around. I found a lot of fresh produce
myself and got some guyabano and fresh coconut. I hear it’s a good cancer fighting food. The merchants are using a plastic
bag that’s marked “100% biodegradable.”
The Salcedo Saturday Market, Philippines Page 9 of 18

10. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
Octagon, Park Square 1, Makati, Philippines
Before you enter the store:
Does the store draw you in? If so, how?
Yes. It’s a computer store. And I’m always interested in these things.
Is the door open or closed?
Open
How does this make you feel?
Not a big difference. Makes sense for an indoor store.
How big is the sign lettering and in what font?
Big signage.
What does it tell you about the store?
The sign itself – not much.
Environment:
What is the color scheme of the store? How does this affect you?
I am color blind. Therefore color doesn’t affect me mostly. I don’t recognize any color.
What type of floor does the store have? How does this effect the environment?
Tiled floor
How high is the ceiling? How does this feel?
Not so high.
How brightly lit is the store? How does this affect you?
Brightly lit. The better to see stuff.
How loud is the environment?
Not quiet, but not too noisy.
What is causing the noise?
People in the store.
Is there music playing? If so, does it fit the environment?
No.
Is the store warm or cold?
Indoors airconditioned.
Is the store crowed with merchandise or is it sparse?
It looks ok. Not too crowded but there are lots of stuff on display.
Does the store have a distinctive smell?
No.
Octagon, Park Square 1, Makati, Philippines Page 10 of 18

11. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
Where is the cash register located?
Near the front.
How visible is the store security?
Didn’t see any.
How long do you want to stay in this store?
Depends on what I need.
Does the environment influence the perceived value of the merchandise?
Yes. This is one of the better looking computer stores in the Park Square 1 mall which is well known as a gadget/tech place.
Personnel:
How long does it take before a sales person initiates contact?
Some will approach you, and some will wait for someone to inquire.
Does the salesperson have a script to follow with each customer?
None.
Does the salesperson treat different customers differently?
No.
What is the ratio of salespeople to customers?
Varies. There are many salespeople around.
What age and gender are the employees?
Mostly young people.
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?
Depends where you look. Perhaps most prominent are the computers on sale.
Is there a central display table with featured products?
There are many on display.
Where are items that are “for sale” located in the store?
Everywhere.
Octagon, Park Square 1, Makati, Philippines Page 11 of 18

12. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
How are the products arranged? By function? By price? By color?
By function for the most part.
Are there free samples or demonstrations?
Some of the machines are turned on, and can be played with.
What products are at eye level?
There are some.
What items in the store are in the least accessible locations?
There are some accessories/electronics at the back of the store.
Where are the most and least expensive products located?
They are not gathered in one place.
Are the prices of the products easy to find?
Yes.
Are there impulse items near the cash register?
No.
Customers:
Are most customers alone or with someone else? What is the relationship?
There are various people/groups.
What is the average age and gender of the customers?
Various.
When a customer enters the store, do they tend to walk in the same path or direction? -
No.
How long do customers stay in the store, on average?
Varies. Some come in quickly, and go, and some stay around longer.
Do customer touch the products? Is this encouraged?
Yes. Yes, for the most part.
Do most customers appear to be on a mission or are they browsing?
Varies. There is a mix.
What percent of customers purchase products in the store?
Maybe 20%.
Other Observations:
The Octagon shop has been around for a long time, and I guess is a good benchmark for what’s new or what’s popular. I
have gone to the Octagon shop couple of times already and at their various locations. They are not necessarily the cheapest
shop to find stuff but they have a good around supply of everything tech/electronics, and their shop is “nice”. They seem to
be doing well busness wise. Among the many selections in Park Square 1 for stores of the same kind, Octagon stands out.
Octagon, Park Square 1, Makati, Philippines Page 12 of 18

13. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
True Value, Park Square 1, Makati, Philippines
Before you enter the store:
Does the store draw you in? If so, how?
Yes. It’s a like a home depot store, and that interests me. Its always interesting to find out what’s available.
Is the door open or closed?
Open
How does this make you feel?
Not a big difference. Makes sense for an indoor store.
How big is the sign lettering and in what font?
Big signage.
What does it tell you about the store?
The name of the store seems to indicate that stuff are competitively priced.
Environment:
What is the color scheme of the store? How does this affect you?
I am color blind. Therefore color doesn’t affect me mostly. I don’t recognize any color.
What type of floor does the store have? How does this effect the environment?
Tiled floor, but not as nicely maintained as that of Octagon’s.
How high is the ceiling? How does this feel?
Not so high.
How brightly lit is the store? How does this affect you?
Brightly lit. The better to see stuff.
How loud is the environment?
Not quiet, but not too noisy.
What is causing the noise?
People in the store.
Is there music playing? If so, does it fit the environment?
In some parts, yes. Its alright.
Is the store warm or cold?
Indoors airconditioned.
Is the store crowed with merchandise or is it sparse?
It looks ok. Not too crowded but there are lots of stuff on display. In places, it seems crowded.
Does the store have a distinctive smell?
No.
True Value, Park Square 1, Makati, Philippines Page 13 of 18

14. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
Where is the cash register located?
Near the front.
How visible is the store security?
Quite visible.
How long do you want to stay in this store?
Depends on what I need.
Does the environment influence the perceived value of the merchandise?
Yes. The store does not look as nice some others I have been to.
Personnel:
How long does it take before a sales person initiates contact?
Some will approach you, and some will wait for someone to inquire.
Does the salesperson have a script to follow with each customer?
None.
Does the salesperson treat different customers differently?
No.
What is the ratio of salespeople to customers?
Varies. There are many salespeople around.
What age and gender are the employees?
Mostly young people.
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?
There are a lot of stuff at the front area. There’s a device that’s supposed to save electric.
Is there a central display table with featured products?
Yes. There is a front area and a central isle area with featured products displayed. Christmas lights are on sale.
Where are items that are “for sale” located in the store?
Everywhere.
True Value, Park Square 1, Makati, Philippines Page 14 of 18

15. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
How are the products arranged? By function? By price? By color?
By function for the most part.
Are there free samples or demonstrations?
Some of the machines are turned on, and can be played with.
What products are at eye level?
There are some.
What items in the store are in the least accessible locations?
There are plenty of stuff in the store. Some are at the back.
Where are the most and least expensive products located?
They are not gathered in one place.
Are the prices of the products easy to find?
Yes.
Are there impulse items near the cash register?
Yes.
Customers:
Are most customers alone or with someone else? What is the relationship?
There are various people/groups.
What is the average age and gender of the customers?
Various.
When a customer enters the store, do they tend to walk in the same path or direction? -
No.
How long do customers stay in the store, on average?
Varies. Some come in quickly, and go, and some stay around longer.
Do customer touch the products? Is this encouraged?
Yes. Yes, for the most part.
Do most customers appear to be on a mission or are they browsing?
Varies. There is a mix.
What percent of customers purchase products in the store?
Maybe 20%.
Other Observations:
I admit I am frequent visitor to the True Value shop. I like to think I buy stuff for value. However, I see some stuff in the store
are actually bad cheap stuff. I saw they were selling an imitation of the iRobot Roomba vacuum cleaner. Which is priced
PHP1,500. Too good to be true. I have a Roomba, and this one doesn’t even come close to the quality of the Roomba on
simple inspection. Nonetheless over the years, I have gotten plenty of good stuff from this shop. I usually go here before
visiting any other similar store. Must be because of the name.
True Value, Park Square 1, Makati, Philippines Page 15 of 18

16. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
Marks and Spencer, Glorietta 4, Makati, Philippines
Before you enter the store:
Does the store draw you in? If so, how?
Yes. The store looks nice and well made.
Is the door open or closed?
Open
How does this make you feel?
Not a big difference. Makes sense for an indoor store.
How big is the sign lettering and in what font?
Big signage. A Helvetica Font
What does it tell you about the store?
The name of the store is well known. I know more or less what to expect.
Environment:
What is the color scheme of the store? How does this affect you?
I am color blind. Therefore color doesn’t affect me mostly. I don’t recognize any color.
What type of floor does the store have? How does this effect the environment?
Tiled floor.
How high is the ceiling? How does this feel?
Not so high.
How brightly lit is the store? How does this affect you?
Brightly lit. The better to see stuff.
How loud is the environment?
Not noisy.
What is causing the noise?
Not applicable.
Is there music playing? If so, does it fit the environment?
In some parts, yes. Its alright.
Is the store warm or cold?
Indoors airconditioned.
Is the store crowed with merchandise or is it sparse?
It looks ok. Not too crowded but there are lots of stuff on display.
Does the store have a distinctive smell?
No.
Marks and Spencer, Glorietta 4, Makati, Philippines Page 16 of 18

17. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
Where is the cash register located?
Near the middle.
How visible is the store security?
Quite visible.
How long do you want to stay in this store?
Depends on what I need.
Does the environment influence the perceived value of the merchandise?
Yes. They have a very nice store in a nice part of the Glorietta malls.
Personnel:
How long does it take before a sales person initiates contact?
Some will approach you, and some will wait for someone to inquire.
Does the salesperson have a script to follow with each customer?
None.
Does the salesperson treat different customers differently?
No.
What is the ratio of salespeople to customers?
Varies. There are many salespeople around.
What age and gender are the employees?
Mostly young people.
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?
Various clothing.
Is there a central display table with featured products?
Yes.
Where are items that are “for sale” located in the store?
Everywhere.
Marks and Spencer, Glorietta 4, Makati, Philippines Page 17 of 18

18. PVIlLLAFLORES; 2012-11-01 FOR CREATIVITY CLASS VENTURE-LAB
How are the products arranged? By function? By price? By color?
By function/category for the most part.
Are there free samples or demonstrations?
There is a fitting room.
What products are at eye level?
There are some.
What items in the store are in the least accessible locations?
There are plenty of stuff in the store. Some are at the back.
Where are the most and least expensive products located?
They are not gathered in one place.
Are the prices of the products easy to find?
Yes.
Are there impulse items near the cash register?
No.
Customers:
Are most customers alone or with someone else? What is the relationship?
There are various people/groups.
What is the average age and gender of the customers?
Various.
When a customer enters the store, do they tend to walk in the same path or direction? -
No.
How long do customers stay in the store, on average?
Varies. Some come in quickly, and go, and some stay around longer.
Do customer touch the products? Is this encouraged?
Yes. Yes, for the most part.
Do most customers appear to be on a mission or are they browsing?
Varies. There is a mix.
What percent of customers purchase products in the store?
Maybe 20%.
Other Observations:
Marks and Spencer is not a store I frequent. They have a very good location in the Glorietta mall. You wll likely always see
their shop if you go to the mall. Very central. There are not many people going in. The store has a high end feel, so I gess
that steers many people away. They have been around for a long time so they must be doing well. There does seem to be a
good number of interested people inside.
Marks and Spencer, Glorietta 4, Makati, Philippines Page 18 of 18