The document provides descriptions of 4 different stores - a discount store, fruit store, pharmacy, and kiosk. It analyzes various aspects of each store such as environment, personnel, products, and customers. Key details noted include the white or colorful environments, types of products offered from fruits to magazines to medications, diverse customer bases, and checkout areas featuring impulse items.

1. ZAILAND
Before you enter the store:
In this case the store drew me because of the big advertisements of discount.
Door closed = STOP
Very big sign lettering, in a regular font and in capital letters suggest to me that is a cheap shop
The personal was two young girls around 35
Environment:
Main color is white.
The shop is a little disaster, many things in few space. Not a big order, this atmosphere give the
feeling of cheap things.
There is not music
Any specific smell
The store has a normal temperature, nothing special.
There is just one cash register located in the entrance in a counter.
I don´t want to stay much more time here but at the same time I have the feeling that inside so
many things should be something that I like.
Personnel:
They don´t play me any attention, but if someone ask the salespeople something they help
them.
The salespeople treat everybody in the same way.
There is like 3 customers for salespeople.
The salespeople are two medium age women, around 35.
The salespeople don´t wear any uniform.
Products:
I noticed first few umbrellas that are over the counter.
The products for sale are located around the entire place. In every wall on shelves, on the
counter, on the floor on the walls…

2. At the eyes level are many different kind of products. Teddy bears, decoration staff, boxes,
candles…
The less available products are common products that could be necessary like disses, or
pillows, but actually it doesn´t seems the location follows any logic cause there are a lot of
things everywhere
In general the products are arranged by function
There is not free demonstration or samples
The prices are in the articles but the discount is not still include, so you must do the
calculation.
There are impulse items next to the cash register, smells soups and magnetics.
Customers:
10 persons, around 5 people at the same time.
Here the customers are quite specific, women of medium age, around 35-40.
Here the customers are mostly browsing.
Every people takes a different direction, nothing suggest you to go in some way.
In average the customers will stay around 12 min.
I would say 50 % of customers buy something.
Everyone can touch the products. That´s allowed.
Before to enter in the store:
In this case the store drew me because of the big advertisements of discount.
Door closed = STOP
Very big sign lettering, in a regular font and in capital letters suggest to me that is a cheap shop
The personal was two young girls around 35

3. Enviroment:
The shop is white
The shop is located in a ground floor, what make it more accessible
Is not really brightly
From outside you can see that the
FRUTERÍA
Before you enter the store:
In this case the store drew me because of the big advertisements of discount.
The door is open, but even more one wall is open to the street. That’s make easier that people
enter to the shop.
The sign letters are not so bit and also no so important. Is a neighborhood shop and the people
know it, the name is not so important.
Environment:
Main color is white.
There is not music
There is a specific smell cause there is wine, and fruit, and natural food.
The store has a normal temperature, nothing special.
There is just one cash register located in the entrance in a counter.
Personnel:
The personal is one men around 45 and other older man, maybe 65.
They ask me in the moment that I enter to the shop.
The salespeople treat everybody in the same way.

4. The salespeople are two medium age women, around 35.
The salespeople don´t wear any uniform, but they wear an apron.
Products:
I noticed first a khakis.
The products for sale are located around the entire place. In every wall on shelves inside
boxes, and also on the counter or on the floor inside boxes.
At the eyes level are many different kind of vegetables..
The less available products not the kind of products that will be wasted next days.
The products are arranged in some division like fruit together, vegetables, legums..There is not
free demonstration or samples
The prices are very clears, euros by kg.
Next to the cash register are some fruit or vegetables that they selected, maybe cause they
want to sell that first or quickly.
Customers:
1 person.
I guess here the customers are not so specific but I just could see a men maybe cause it was a
little bit late to buy fruit. The men was 60 years old or older.
Here the customers are in a misson but I think they can buy more things that they are
searching if they seems fresh.
Every people goes almost in the same direction.
In average the customers will stay around 7 min.
I would say 90 % of customers buy something.
Here is not convenient touch the products but is possible.
FARMACIA
Before you enter the store:
The store doesn´t draw me especially is more a shop where you go to buy something specific.

5. The door is closed but you don´t need call to open it
Just with the sign lettering you know exactly what you going to find inside.
Environment:
Main color is white. In this case I think is a good option because the color combined with many
glass used in the decoration produce a feeling of cleaning and hygiene very convenient in a
health sector. Also the floor is perfectly clean and very bright and is an important detail that
got my attention always.
There is not music
Any specific smell
The store has a normal temperature, nothing special.
There are few cash registers, and they are located in the counter.
It´s brightly and the environment is not loud.
I like this place cause is very clean, and organized, and that make feel good, so I´m not harry
up, but there´s not chair or any other thing to wait. I think with purpose, cause many people
would stay more time that the necessary disturbing if they can be sit.
Personnel:
It takes 10 min the first contact.
The salespeople treat normal everyone but if they know the people the situation is more
informal and personal.
There is like 2 customers for sales people.
The sales people are in general young people, around 30 but there is also some person older,
about 45.
The salespeople have a uniform, white, the typical for pharmacists.
Absolutely, the image of the sales people is coherent with the store image
Products:
I noticed first a mint that is next to the cash register.
The products for sale are located around the entire place. In every wall on shelves, on the
counter and in the staff area.
At the eyes level are lotions, or others hygienic products that you can buy there, but probably
is not the product that you´re searching.
The products are arranged by function

6. There is not free demonstration or samples
You can´t know the price without ask.
As always, there are impulse items next to the cash register, in this case, mint and lip balsams.
Customers:
14 persons, around 5 people at the same time.
Children, young parents, Here there´s many people, old people… here the customers are very
very diverse. After all, many of the products that are sold here are necessary, not optional… I
guess that’s why there´s not a determined public of destination.
Here the customers mostly are in a mission.
Everyone walk in the same direction, to the counter or the queue.
In average the customers will stay around 6 min.
I would say 98 % of customers buy something.
No one touch the products, everything is inside of glass doors so it´s not possible
Kiosko
Before you enter the store:
The store draw me cause has a lot of colors and I know there is candies.
The door is closed but you don´t need call to open it. That made that I don´t enter just to have
a look…
Regular size of sign lettering with regular font in black.
Environment:
Color of the shop is blue, that make me feel more comfortable that a normal white color
There is music but not too loud. Here if there are people could be noisy.
what made me think that the people use to buy for impulse as much as for necessity…
Smells good, make you want buy candies.
The store has a normal temperature, nothing special.
There is just one cash register located in front of the door in a counter.

7. I could be here many time cause there is many products that I like, interesting magazine about
nature, candies, and the colors take my attention, also and the people is nice.
Personnel:
It takes 5min they attend to me, but when I come inside they say hi.
The salespeople treat good everyone, it´s a very familiar treat in general, especially with the
kids.
There is just one young boy, around 24.
Hi doesn´t wear any uniform.
The image of the sales people is coherent with the store image
Products:
I noticed first the sweets.
The products for sale are located around the entire place. In every wall on shelves, on the
counter and even on the floor.
At the eyes level are magazine and sweets.
There are impulse items near the cash register, chromes for the children and other toys.
Customers:
4people
Here is very general the old people with their grandson, so there are children, medium age
woman that buy magazine, and some young people for the candies.
Here the customers mostly are browsing but finally buy something.
The direction depends of the interest, right if they want candies, left if they want magazine or
paper staff, and directly to the cash register if they want something specific of tickets for public
transport for example.
In average the customers will stay around 8 min.
I would say 97 % of customers buy something.
The people can touch the magazine and have a look, but not the food.
Panadería
White

8. 5 people
The door is open
Always there are impulse items near the cash register, what made me think that the people
use to buy for impulse as much as for necessity…