The document describes observations from visits to four different stores in a mall - a bookstore, clothing store, traditional clothing store, and music store. For each store, details are provided about the lighting, music, temperature, smells, products, customers, and sales interactions. Key differences between the modern versus traditional clothing stores are noted in terms of the customer demographics they attract.

1. Submitted by: Monisha kumar

2. Store 1
 The name of the shop is FabIndia,
which caters to all the book loving
people , and is located in the south of
New Delhi, in a posh area named
Saket. FabIndia, a bookstore, is one of
the many stores in Select City Walk
Mall.
 The store Drew me in , with its
plethora of books , neatly stacked in
well furnished cupboards.
 The door as usual was open when I
entered the store, which made me feel
like I was being cordially invited.
 The sign lettering of the store was

3.  The color of the store ( as can be seen from the
picture in the previous slide), had just the right
amount of light. It was not too dark nor too light
and went perfectly well, with the whole ambience
of the store.
 The store has white marble floors, which goes
synonymous to the white lightening, a suave
touch.
 The music that was being played when I entered
the store went perfectly well with the theme of the
store. One could actually unwind listening to the
soft music, pleasing to the ears.

4.  The temperature of the store was absolutely
perfect.
 The store is crowed with mercandise which
included antiques from 16th century England.
 The store had a woody smell juxtaposed with
smell which emanates from the covers of new
books, which particularly drew my attention this
time.
 The cash register was located to the left of the
entry gate
 The store security was present at the entrance.

5.  The sales person took 15 minutes befor
initiating contact
 He asked me if I was looking for any particular
book.
 The sales person dealt with different customers
differently, depending on their age and gender.
 The age of the sales person, from my
observation, was somewhere between 27-35,
and comprised of both male and female
employees, with a ratio of 2:3 , respectively.

6.  The sales people had their uniforms and
matched the store’s image , as they were well
acquainted with almost all the books in the
store.

7.  The first thing I noticed was the attractive
signpost with different quotes from various
authors, which certainly added a very
impressive touch to the store.
 The books were arranged according to the
genre, for example: fiction, comedy, horror and
the like.
 I did not find any free samples in the store.
 Cooking books and some geography related
books were found in the least accessible
location.

8.  Customers trapeze in alone as well with
company.
 I noticed people who can be 13 years to above
70 years of age, enter the store.
 When a customer enter the store, they tend to
walk in different direction, some seem to know
where they are going to get their hands on
some pre-determind book , while some simply
wander along and stop if they find something
that can be of an interesting read.

9.  Customers tend to spend an average of an hour
in the store
 The customers do touch the products. If they
find something to their liking, they take out the
book from its respective shelf, and sit down to
read , which is encouraged as reading chairs
are provided in front of every cupboard.
 Almost 35% seemed to be interested in
purchasing the product, the rest preferred
finding a suitable corner and reading in peace.

10.  There was a special section for kids , which had
all sorts of story books, little bean bag chairs
and lot of decorations, which kids particularly
enjoyed.
 All in all, the store is a delight for all ages and
understands the need of a person whose hobby
or passion rather revolves around reading
books.

11.  The next store that drew
me in with its open
door was Forever New,
a clothing store located
in the second floor of
the Mall.
 The sign is embedded
with lights which is
very alluring. The
mannequins attracted
me towards the store
and enticed me check
out the beautiful clothes
which were on display.

12.  The colour scheme of the store was an
amalgamation of champagne coloured lights
and light yellow.
 The music being played was retro , which I
found digressive in nature with the clothes in
display.
 The temperature of the store was set to just the
appropriate measure.
 The store was laden with the smell of roses and
fresh leather.

13.  There was security at the entrance ( picture).
 The environment with colourful mannequins
and latest fashion certainly added on to the
perceived value of the merchandise.

14.  A salesperson initiates contact immediately
after we enter the store
 The salesperson asked us if we needed any
help with directions regarding where are
choice of clothes were located.
 The salesperson treated customers equally
here.
 Emloyees where 20-27 years of age, and
comprised of both men and women
 The ratio was of men to women were 5:3,
respectively.

15.  The sales people were not using any store
products
 They had a uniform on.
 Yes, the sales people certainly matched the
store’s image as they were well aware of a
customers choice of clothes and helped a
customer come out of his/her predicament in
choosing a particular dress over similar
alternatives

16.  The store housed all the latest collection ranging
from jeans to shoes, handbags, accessories and the
like.
 The fist product that caught my eye, was the
mannequin in display, she wore denim shorts with
a white t-shirt.
 The clothes are arranged by size, type and colour
 There were no free samples
 The most expensive item in the store was a
handbag worth 1000$, whereas the least expensive
was a waist belt worth 5$.
 The prices of the products were on the tag of every
product.

17.  A plethora of customers visited the store and they
came in alone, or with company.
 The average age seemed to be 12 and mostly
women were seen in the store
 Customers tend to spread out in the store , they
don’t seem to walk in the same direction
 On an average , a customer stays for half an hour if
he/she is just looking through, and takes more
than an hour , if they are trying out the clothes
 A lot of customers were seen buying clothes which
indicated that they had set thir minds on buying
the clothes.

18.  What I noticed was that the clothes reflected
the modern sense of style that has become a
part of Indian culture. Earlier women would
think twice before opting for short dresses,
now all they preferred were short dresses. This
shows a drastic change in the minds of urban
Indians.

19.  The next store I ventured
into is called KALPANA,
which in contrast to the
previous store, has purely
traditional Indian clothes.
 The store has a collection
of saris, (a long cloth
draped on the body , as
seen on the right
mannequin), kurtis (a long
top, as seen on the left
mannequin) and the same

20.  The light was very pleasing to the eye , with a
slight hue of dark to highlight the stack of clothes
popularly demanded by the customers.
 There was no music in the background.
 The floor was white marble.
 It did not have any distinctive smell.
 The temperature was set just right.
 The environment which is in sync with the
traditional theme it generates certainly influences
the perceived value of the merchandise

21.  A sales person guided us to our desired choice
of clothing.
 The sales person treats customers according
their need.
 Age between 28-36, comprising just women.
 Saleswomen have a uniform.

22.  The saris are arranged according to their types
 The other items in the shop were arranged
according to their color and size
 There were no free samples.
 The most expensive item in the shop was a
800$ sari, and the least expensive was a 15$
kurti
 The prices were given on the tag attached to
the garment.

23.  The customers came in groups or alone to
shop.
 The average age of customers was above 32
years.
 Customers tends to scatter
 Customers spend an average of more than an
hour in the store, if they don’t have their mind
set on a particular line of clothing, if they do,
they quickly purchase their clothes and leave

24.  What interested me about this shop is, in
contrast to the previous store, only middle
aged women were seen in this shop, which
reflected the change in fashion and culture of
Indian youth. Indian youth now prefers
modern clothing over traditional ones.

25.  A music store was next
on my list
 The store had a
collection of music of
different genres.

26.  There was music being played in the
environment.
 The light was a mixture of champagne colour
and scarlet.
 The floor was white marble.
 The temperature was set just right.

27.  There was no sales person that greeted the
customers.
 There were only to cashiers on the cash
counter.

28.  The music store had a variety of collection of
songs.
 They were stacked neatly according to genre
and language.
 Apart from music cds, I also noticed video cds
which may have eluded me the last time I had
visited the store.
 There were no free samples

29.  Customers came in pairs and alone
 The average minimum age was 13 and
maximum was 43.
 They all seem to listen to the music cd befor
purchasing it
 Some customers merely came ther to listen to
the cds and not purchase it
 They spend anywhere between 2-3 hours in the
store

30.  People seem to enjoy the whole ambience of
the music store.
 I would suggest for them to arrange seating
capacity and maybe up a small café on the side,
which definitely boost their business. Music
and food are a match made in heaven.

31.  Men’s office wear was
the next store I had
ventured into.
 The sign as seen in the
picture was very
attractive.

32.  There were pictures of male models donning
latest designs in office wear.
 Lightening like all the previous store was
champagne coloured
 Floor was white marble.
 Air was laden with musky fragrance.
 Temperature was set just right.

33.  Sales person is there to greet you when u enter
the store.
 They help us in finding our desired clothes.
 Salespeople have a uniform
 The age range was between 25-37, and
comprised both men and women.
 They did not use any store product.

34.  Men suits and pants were the basic attraction in
the store.
 The clothes were stacked according to their size
and colour.
 There were no free samples.
 The store had mannequins with latest formal
suit on, which made it easy for a customer to
make up his mind.

35.  Customers , mostly men , came with either
their friends, girlfriends or wives.
 Age would be between 24-46.
 Spend an average of an hour in the store.
 Most men seem to know exactly what they
wanted.

36.  A cosmetics and
beauty store
 The store is fully air
conditioned.

37.  The store was filled with pictures of
immaculate models
 Floor was marble.
 Light was champagne color.
 The air was perfumed with sweet smelling
creams and conditioners

38.  A sales person was there to greet a customer at
the door
 The age of the sales people ranged between 23-
28, and comprised only women
 They used store products while dealing with
the customers.

39.  The customers came in the shop to groom
themselves
 Spend a maximum of 5 hours in the shop
 Age of customers between 18-40

40.  The store had a plethora of cosmetics for sale as
well as used by the employees on customers.
 There were no free samples.

41.  I was able to observe the importance ladies
were placing on beauty and grooming
notwithstanding money.
 The store was frequented by women of higher
strata. Middle class women were not seen in
the store.