The document describes Maria F. Guzman's observations and insights from visiting a grocery store. Some key points include: the store had a welcoming atmosphere due to its open door and large sign; the environment was bright, clean, and comfortable; personnel did not actively engage customers; products were arranged functionally but also featured impulse items by the registers; and customers seemed focused on completing purchases. Maria realized the store influences purchasing decisions through product placement and sales, and identified opportunities to provide entertainment during checkout and demonstrate electronic products.

1. Maria F. Guzman

2. Grocery store

3. Before I enter the store
• The store did´nt draw me in
• The door was open and it give me the feeling of ¨welcome¨
• Big sign lettering in a solid font like ARIAL give me a feeling of security, and most of the big
business have a big sign lettering whit ARIAL or similar font.

4. ENVIRONMENT
The color of this store is yellow, and didn't affect me
the floor of the store is in a clear porcelanato, it make the store feel clean and big, it also
reflects the light
The ceiling is around 6 mts, it made me feel confortable
The store is very bright, and have no windows, you don't realise if it is day or night when you
are in the store
The environment is not loud
They play some soft music and some promotion of products that are in sale
The store is warm
The store is crowed with merchandise
The store doesn't have a distinctive smell
The cash register are in the entrance
The security in the store is very visible
I will like to spend in the store more than 15 minutes
I think that this store influence the perceived value of the merchandise, people can think is
cheaper than other groceries stores because it is not a fancy grocery, but i have compare some
prices with fancy stores and there is not difference in the price of most of the products.

5. PERSONNEL
• The personnel in this store didn't make contact with me
• I notice that personnel treat different handicap customers
• the ratio of sales people is more than 15 mts
• the age of employees is 18-30 years males and females
• there is not sales people using the products
• salespeople have a uniform

6. PRODUCTS
• The first product that i notice was some bottle of wine that were in sale
• They don't have a central display table with featured products
• The items for sale are located in the ends of the lines, in the corners
• The products are arranged by function in most of the cases, but they have some squares
arranged by sale
• There are free samples of some products
• most of the products are at eye level, and they put above and below the same product. The
least accessible locations are for products that are big and light, like toilet paper
• the prices are easy to find in all the products
• and they have impulse items near the cash register

7. CUSTOMERS
• Most of the customers go alone, and some of them with the kids
•
Texto
the average of the age of the customers is 25-60 years
• When the customers enters the store they tend to walk in the same path
• customers stay on average in the store 30 minutes
• Customer touch the products
• most of the customers appear to be on a mission
• and i think that more of 90% buy some product

8. What types of things had i missed before?
I didn't notice before that the store influence so many decisions that i do
when i went to buy my groceries. They influence me by putting products in
the corners with hot offers , and i buy them.
Also i notice that when is hard for me to find the brand that i want i just
buy the brand that i see easily

9. INSIGHTS and HIDDEN OPPORTUNITIES
• There is a big opportunity with advertising while you are doing the
line, because i spend like 10 minutes waiting on line . They can put
some tvs in the cash registers and show some sales or new products
• Also they can encourage people to use some of the electronic products
that they sell, because they are in boxes locked and they don't have a
trial version and no sales person around.

11. Before I enter the store
• The store did´nt draw me in
• The door was open and it give me the feeling of ¨welcome¨
• Big sign lettering in a solid font like ARIAL give me a feeling of security, and most of the big
business have a big sign lettering whit ARIAL or similar font.

12. ENVIRONMENT
The color of this store is green, and it makes me feel that its related with medicine
the floor of the store is in a clear stone, but it si old and it make the store feel dirty,
The ceiling is around 4mts, it made me feel confortable
The environment is not loud
They play some electronic music , that give a weard feeling
The store is very warm, , i didn´t feel good
The store is crowed with merchandise
The store doesn't have a distinctive smell
The cash register are in the back
The security in the store is very visible
I will like to spend in the store less than 10 minutes
I think that this store influence the perceived value of the merchandise in a negative way. They
have good quality products but not good exibition, the place is not so organized in the inside.

13. PERSONNEL
• The personnel in this store didn't make contact with me
• I notice that personnel treat different handicap customers
• the ratio of sales people is 3 mts
• the age of employees is 25-40 years males and females
• there is not sales people using the products
• salespeople have a uniform

14. PRODUCTS
• The first product that i notice was some therapeutic equipment before the main entrance
• They have a display table with featured products, but is not central
• The items for sale are located in the ends of the lines, in the corners and near the main
entrance
• The products are arranged by function
• There are no free samples or demostration
• most of the products are at eye level, and they put above and below the same product. The
least accessible locations are for products that are big and light, like pillows
• the prices are easy to find in all the products
• and they have impulse items near the cash register

15. CUSTOMERS
• Most of the customers go alone,
• the average of the age of the customers is 30-70 years
• When the customers enters the store they tend to walk in the same path
• customers stay on average in the store 15 minutes
• Most of the customer touch the products
• most of the customers appear to be on a mission
• more of 90% buy some product

16. What types of things had i missed before?
I didn't notice before that the design of the store influence the customers,
making them to tend to walk in the same path.

17. INSIGHTS and HIDDEN OPPORTUNITIES
• There is a big opportunity in the store improving the customer service
and improving the exhibition of products.

18. Restaurant of Club el Nogal

19. Before I enter the store
• The store did´nt draw me in
• The door its close, and if you don´t know the place yo don´t feel you want to go in
• The sign is small in small lettering in a solid font like ARIAL. This give me a feeling of
security, but also show me is a private place

20. ENVIRONMENT
The color of this store is a dark red, and it makes me feel that its related with something elegant
the floor of the store is in real stone, and make me feel im in a solid elegant place suroun by
nature
The ceiling is around 6mts, it made me feel confortable
The environment is not loud
They play some soft music and i hear sound of water, this relax me
The place is warm, ,i feel good
The place is not crowed with merchandise
The place doesn't have a distinctive smell
They don´t have cash registred
The security place in the inside is invisible (but theres a lot)
I will like to spend in the place more than 1 hour
I think that this place influence the perceived value of the merchandise in a positive. They have
good quality products good service and good exhibition

21. PERSONNEL
• The personnel in this place make contact with me in less than 3 minuts
• Personnel treat different kids and old people
• the ratio of sales people is 3 mts
• the age of employees is 25-50 years males and females
• there is not sales people using the products
• salespeople have a uniform

22. PRODUCTS
• The first product that i notice was the coffee
• the prices are easy to find in all the products

23. CUSTOMERS
• Most of the customers go whit friends or family
• the average of the age of the customers is 15-60 years
• When the customers enters the restaurant they tend to walk in the same path
• customers stay on average 1 hour
• most of the customers appear not to be on a mission
• 99% buy some product

24. What types of things had i missed before?
I didn't notice before that age of the people that work there influence the
function they have in charge