The store has an open door and is brightly lit with yellow walls and vitrified tile floors, giving it a spacious feel at 14-15 feet high. It is crowded with fruits and vegetables arranged by function and at eye level. Most customers are families or couples between 28-45 years old who stay 30-45 minutes on a mission to purchase, encouraged to touch the products, with >95% leaving with purchases. Employees match the store's image in uniforms between ages 25-40 of mixed gender.

1. Shop -1 Fruits and Vegetables Shop
Before you enter the store:
Yes. I was drawn due to the fact that it has
many cars parked outside indicating there
Does the store draw you in? If so, how? are many customers visiting the store.
Is the door open or closed? Open
How does this make you feel? Nice
Very big and can be seen from a long
How big is the sign lettering and in what font? distance
It is a specialised store for Fruits and
What does it tell you about the store? Vegetables
Environment:
What is the color scheme of the store? How does this affect you? Yellow, but does not affect me in anyway
What type of floor does the store have? How does this effect the environment? Vitrified Tiles. Gives better lighting
How high is the ceiling? How does this feel? Nearly 14-15 ft high. Looks spacious
Very bright. All fruits and vegeables looked
How brightly lit is the store? How does this affect you? very fresh in the light.
Very loud as there were too many customers,
How loud is the environment? particularly being a weekend.
What is causing the noise? Customers talking and moving around
Is there music playing? If so, does it fit the environment? No Music
Is the store warm or cold? Warm
Is the store crowed with merchandise or is it sparse? Crowded
Does the store have a distinctive smell? No, except the vegetables and Fruits
Where is the cash register located? Closer to the entrance
How visible is the store security? very visible
How long do you want to stay in this store? Until I finished my shopping
Does the environment influence the perceived value of the merchandise? Not necessarily
Personnel:
How long does it take before a sales person initiates contact? No sales person contacted.

2. Does the salesperson have a script to follow with each customer? Not Applicable
Does the salesperson treat different customers differently? Not Applicable
What is the ratio of salespeople to customers? Not Applicable
What age and gender are the employees? Mixed Gender in the age group of 25-40
Are the salespeople using the store products? Not known
Do the salespeople have a uniform? Yes
Do the salespeople match the stores image? Yes
Products:
What is the first product that you notice? Carrot
Is there a central display table with featured products? None
Where are items that are “for sale” located in the store? None
How are the products arranged? By function? By price? By color? By function
Are there free samples or demonstrations? Not Appilcable
Daily use vegetables like Onion, Tomato,
What products are at eye level? Ladies Finger
What items in the store are in the least accessible locations? Vegetables like Beetroot, turnip
Where are the most and least expensive products located? Not Appilcable
Are the prices of the products easy to find? Yes
Are there impulse items near the cash register? Not Appilcable
Customers:
Are most customers alone or with someone else? What is the relationship? Mostly with spouses and kids
What is the average age and gender of the customers? 28-45
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? 30-45 mins
Do customer touch the products? Is this encouraged? Yes, it is encouraged
Do most customers appear to be on a mission or are they browsing? 100% on a mission
What percent of customers purchase products in the store? >95%
Other Observations: