The store draws customers in with its open entrance, clean environment, and sparsely displayed merchandise. The cream-colored interior with 12-foot ceilings feels open and clean. Products are arranged by function with most items at eye-level. Salespeople make immediate contact and treat customers equally, attempting to match the elegant store image. Customers browse for 15-20 minutes on average and 60% make purchases.

1. Shop 1,
Style Icon
Before you enter the store:
Does the store draw you in? If so, how?
Yes, the store draws me in with the red carpet on its entrance, brightly lit open space,
not congested sales products on display and its clean environment.
Is the door open or closed?
The door is open.
How does this make you feel?
It made me feel that I was welcome there.

2. How big is the sign lettering and in what font?
The sign lettering was about 500 dpi and in Stylish font.
What does it tell you about the store?
Elegant style and design for the elegant customers.
Environment:
What is the color scheme of the store? How does this affect you?
Creamy color and not shiny was not distracting to the eyes.
What type of floor does the store have? How does this effect the environment?
The store had cream colored floor tiles. It was not very bright and gave clean look to the
environment.
How high is the ceiling? How does this feel?
The ceiling was plus 12 ft. high which added up to the openness of the store.
How brightly lit is the store? How does this affect you?
The shop was moderately lit bright which did not distract the eyes and yet clearly
displayed the objects for sales.
How loud is the environment?
The environment was totally silent.
What is causing the noise?
There was no noise at all.
Is there music playing? If so, does it fit the environment?
There was no music playing nothing to distract.
Is the store warm or cold?
The store was warm enough.
Is the store crowed with merchandise or is it sparse?

3. The merchandise was sparsely displayed.
Does the store have a distinctive smell?
The store did not have any distinctive smell.
Where is the cash register located?
The cash register was located next to the entrance/exit door.
How visible is the store security?
Nothing was seen as for security.
How long do you want to stay in this store?
I could stay in the store as much time as needed for my errands.
Does the environment influence the perceived value of the merchandise?
Yes, the environment influence the perceived value of the merchandise.
Personnel:
How long does it take before a sales person initiates contact?
Immediate.
Does the salesperson have a script to follow with each customer?
Yes, it seems so.
Does the salesperson treat different customers differently?
No, the sales person don’t seem to treat different customers differently.
What is the ratio of salespeople to customers?
One to one as possible.
What age and gender are the employees?
The employees were all male aged between 20 to 30.
Are the salespeople using the store products?

4. The sales people do not seem to be using the store products.
Do the salespeople have a uniform?
No, the sales people were not in the uniform.
Do the salespeople match the stores image?
Yes, the sales people match the store image.
Products:
What is the first product that you notice?
The first product I noticed was displayed on the dummies before the entrance.
Is there a central display table with featured products?
Yes, there were central display drawers with featured products.
Where are items that are “for sale” located in the store?
The items were “for sale” were displayed near towards the entrance.
How are the products arranged? By function? By price? By color?
The products were arranged by function.
Are there free samples or demonstrations?
There were no free samples or demonstrations.
What products are at eye level?
Most products were at eye level.
What items in the store are in the least accessible locations?
Unusual sizes and colors and very expensive pieces were in least accessible locations.
Where are the most and least expensive products located?
The least expensive products were located in most accessible places.
Are the prices of the products easy to find?

5. Yes, the prices of the products were easy to find.
Are there impulse items near the cash register?
There were no impulse items near the cash register.
Customers:
Are most customers alone or with someone else? What is the relationship?
Most customers were followed by the sales persons.
What is the average age and gender of the customers?
Average age of the customers were between 20 to 50.
When a customer enters the store, do they tend to walk in the same path or direction?
No, the customers don’t tend to walk in the same path or direction.
How long do customers stay in the store, on average?
On average, the customers seem to stay about 15 to 20 minutes.
Do customer touch the products? Is this encouraged?
Yes, the customers touch the products and they are encouraged to do so.
Do most customers appear to be on a mission or are they browsing?
Most customers seem to be browsing.
What percent of customers purchase products in the store?
Sixty percent of the customers seem to purchase the products.
Other Observations:
The shop seem to be a new one and so far, very little advertisements have been done.
However the shop is managed the best way possible, it do not seem to be selling well due to
customers lack of knowledge about the store. The shopkeepers are also not sure of the
exact kind of products they will have in the next phase and the customers have to see first
as to what they have for sale now and will not know what they will get to buy until their next
visit there.

6. Shop 2,
NOKIA
Before you enter the store:
Does the store draw you in? If so, how?
Yes, the store draws me in with as there was no crowd to be pushing in, brightly lit open
space, not congested sales products on display and its clean environment.
Is the door open or closed?
The door is open.
How does this make you feel?
It made me feel that I was welcome there.

7. How big is the sign lettering and in what font?
The sign lettering was about 500 dpi and in Stylish font.
What does it tell you about the store?
Elegant style and design for the elegant customers.
Environment:
What is the color scheme of the store? How does this affect you?
Good enough color and not shiny was not distracting to the eyes.
What type of floor does the store have? How does this effect the environment?
The store had cream colored floor tiles. It was not very bright and gave clean look to the
environment.
How high is the ceiling? How does this feel?
The ceiling was plus 12 ft. high which added up to the openness of the store.
How brightly lit is the store? How does this affect you?
The shop was moderately lit bright which did not distract the eyes and yet clearly
displayed the objects for sales.
How loud is the environment?
The environment was totally silent.
What is causing the noise?
There was no noise at all.
Is there music playing? If so, does it fit the environment?
There was no music playing nothing to distract.
Is the store warm or cold?
The store was warm enough.
Is the store crowed with merchandise or is it sparse?

8. The merchandise was sparsely displayed.
Does the store have a distinctive smell?
The store did not have any distinctive smell.
Where is the cash register located?
The cash register was located in the innermost section of the store.
How visible is the store security?
Nothing was seen as for security.
How long do you want to stay in this store?
I could stay in the store as much time as needed for my errands.
Does the environment influence the perceived value of the merchandise?
Yes, the environment influence the perceived value of the merchandise.
Personnel:
How long does it take before a sales person initiates contact?
Immediate.
Does the salesperson have a script to follow with each customer?
Yes, it seems so.
Does the salesperson treat different customers differently?
No, the sales person don’t seem to treat different customers differently.
What is the ratio of salespeople to customers?
One to one as possible.
What age and gender are the employees?
The employees were all male aged between 20 to 30.
Are the salespeople using the store products?

9. The sales people do not seem to be using the store products.
Do the sales people have a uniform?
No, the sales people were not in the uniform.
Do the sales people match the stores image?
No, the sales people do not seem to match the store image.
Products:
What is the first product that you notice?
The first product I noticed was displayed on the sides following the entrance.
Is there a central display table with featured products?
Yes, there were central display table with featured products.
Where are items that are “for sale” located in the store?
They do not seem to have any items “for sales”.
How are the products arranged? By function? By price? By color?
The products were arranged by function.
Are there free samples or demonstrations?
There were no free samples or demonstrations.
What products are at eye level?
Most products were at eye level.
What items in the store are in the least accessible locations?
Latest model and very expensive pieces were in least accessible locations.
Where are the most and least expensive products located?
The least expensive products were located in most accessible places.
Are the prices of the products easy to find?

10. Yes, the prices of the products were easy to find.
Are there impulse items near the cash register? Impulse items were mostly placed near
the cash register.
Customers:
Are most customers alone or with someone else? What is the relationship?
Most customers were followed by the sales persons.
What is the average age and gender of the customers?
Average age of the customers were between 20 to 50.
When a customer enters the store, do they tend to walk in the same path or direction?
No, the customers don’t tend to walk in the same path or direction.
How long do customers stay in the store, on average?
On average, the customers seem to stay about 40 to 60 minutes.
Do customer touch the products? Is this encouraged?
Yes, the customers touch the products and they are encouraged to do so.
Do most customers appear to be on a mission or are they browsing?
Most customers seem to be browsing.
What percent of customers purchase products in the store?
Twenty percent of the customers seem to purchase the products.
Other Observations:
The shop seem to be a new one and however vast advertisements have been done. People
seem to have difficulty in choosing the model as there are so many varied ones. However
the shop is managed the best way possible, it do not seem to be selling well due to
customers lack of knowledge about the available model of products in the store and time
consuming to pick the model of their choice.

11. Shop 3,
WOODLAND
Before you enter the store:
Does the store draw you in? If so, how?
Yes, the store draws me in with its openness, brightly lit open space, not congested
sales products on display and its clean environment.
Is the door open or closed?
The door is open.
How does this make you feel?
It made me feel that I was welcome there.
How big is the sign lettering and in what font?

12. The sign lettering was about 500 dpi and in Stylish font.
What does it tell you about the store?
Elegant style and design for the elegant customers.
Environment:
What is the color scheme of the store? How does this affect you?
Creamy color and not shiny was not distracting to the eyes.
What type of floor does the store have? How does this effect the environment?
The store had cream colored floor tiles. It was not very bright and gave clean look to the
environment.
How high is the ceiling? How does this feel?
The ceiling was plus 12 ft. high which added up to the openness of the store.
How brightly lit is the store? How does this affect you?
The shop was moderately lit bright which did not distract the eyes and yet clearly
displayed the objects for sales.
How loud is the environment?
The environment was totally silent.
What is causing the noise?
There was no noise at all.
Is there music playing? If so, does it fit the environment?
There was no music playing nothing to distract.
Is the store warm or cold?
The store was warm enough.
Is the store crowed with merchandise or is it sparse?

13. The merchandise was sparsely displayed.
Does the store have a distinctive smell?
The store did not have any distinctive smell.
Where is the cash register located?
The cash register was located in the far end into the shop.
How visible is the store security?
Nothing was seen as for security.
How long do you want to stay in this store?
I could stay in the store as much time as needed for my errands.
Does the environment influence the perceived value of the merchandise?
Yes, the environment influence the perceived value of the merchandise.
Personnel:
How long does it take before a sales person initiates contact?
Immediate.
Does the salesperson have a script to follow with each customer?
Yes, it seems so.
Does the salesperson treat different customers differently?
No, the sales person don’t seem to treat different customers differently.
What is the ratio of salespeople to customers?
One to one as possible.
What age and gender are the employees?
The employees were usually female aged between 20 to 30.
Are the salespeople using the store products?

14. The sales people do not seem to be using the store products.
Do the salespeople have a uniform?
No, the sales people were not in the uniform.
Do the salespeople match the stores image?
Yes, the sales people match the store image.
Products:
What is the first product that you notice?
The first product I noticed was displayed on the dummies central display.
Is there a central display table with featured products?
Yes, there were central display drawers with featured products.
Where are items that are “for sale” located in the store?
There were no items “for sale” at all.
How are the products arranged? By function? By price? By color?
The products were arranged by function.
Are there free samples or demonstrations?
There were no free samples or demonstrations.
What products are at eye level?
Most products were at eye level.
What items in the store are in the least accessible locations?
Unusual sizes and colors and very expensive pieces were in least accessible locations.
Where are the most and least expensive products located?
The least expensive products were located in most accessible places.
Are the prices of the products easy to find?

15. Yes, the prices of the products were easy to find.
Are there impulse items near the cash register?
There were no impulse items near the cash register.
Customers:
Are most customers alone or with someone else? What is the relationship?
Most customers were alone.
What is the average age and gender of the customers?
Average age of the customers were between 20 to 50.
When a customer enters the store, do they tend to walk in the same path or direction?
No, the customers don’t tend to walk in the same path or direction.
How long do customers stay in the store, on average?
On average, the customers seem to stay about 15 to 20 minutes.
Do customer touch the products? Is this encouraged?
Yes, the customers touch the products and they are encouraged to do so.
Do most customers appear to be on a mission or are they browsing?
Most customers seem to be browsing.
What percent of customers purchase products in the store?
Sixty percent of the customers seem to purchase the products.
Other Observations:
The shop seem to be a new one and so far, very little advertisements have been done.
However the shop is managed the best way possible, it do not seem to be selling well due to
customers lack of knowledge about the store. The shopkeepers are also not sure of the
exact kind of products they will have in the next phase and the customers have to see first
as to what they have for sale now and will not know what they will get to buy until their next
visit there.

16. Shop 4,
JOHN PLAYERS
Before you enter the store:
Does the store draw you in? If so, how?
Yes, the store draws me in with its openness, brightly lit open space, not congested
sales products on display and its clean environment.
Is the door open or closed?
The door is open.
How does this make you feel?
It made me feel that I was welcome there.
How big is the sign lettering and in what font?

17. The sign lettering was about 500 dpi and in Stylish font.
What does it tell you about the store?
Elegant style and design for the elegant customers.
Environment:
What is the color scheme of the store? How does this affect you?
Creamy color and not shiny was not distracting to the eyes.
What type of floor does the store have? How does this effect the environment?
The store had cream colored floor tiles. It was not very bright and gave clean look to the
environment.
How high is the ceiling? How does this feel?
The ceiling was plus 12 ft. high which added up to the openness of the store.
How brightly lit is the store? How does this affect you?
The shop was moderately lit bright which did not distract the eyes and yet clearly
displayed the objects for sales.
How loud is the environment?
The environment was fairly loud.
What is causing the noise?
The customers conversation.
Is there music playing? If so, does it fit the environment?
There was no music playing nothing to distract.
Is the store warm or cold?
The store was warm enough.
Is the store crowed with merchandise or is it sparse?

18. The merchandise was sparsely displayed.
Does the store have a distinctive smell?
The store did not have any distinctive smell.
Where is the cash register located?
The cash register was located in the far end inside the store.
How visible is the store security?
Nothing was seen as for security.
How long do you want to stay in this store?
I could stay in the store as much time as needed for my errands.
Does the environment influence the perceived value of the merchandise?
Yes, the environment influence the perceived value of the merchandise.
Personnel:
How long does it take before a sales person initiates contact?
Immediate.
Does the salesperson have a script to follow with each customer?
Yes, it seems so.
Does the salesperson treat different customers differently?
No, the sales person don’t seem to treat different customers differently.
What is the ratio of salespeople to customers?
One to one as possible.
What age and gender are the employees?
The employees were all male aged between 20 to 30.
Are the salespeople using the store products?

19. The sales people do not seem to be using the store products.
Do the salespeople have a uniform?
No, the sales people were not in the uniform.
Do the salespeople match the stores image?
Yes, the sales people match the store image.
Products:
What is the first product that you notice?
The first product I noticed was displayed on the dummies before the entrance.
Is there a central display table with featured products?
Yes, there were central display hangers with featured products.
Where are items that are “for sale” located in the store?
The items were “for sale” were displayed near towards the entrance.
How are the products arranged? By function? By price? By color?
The products were arranged by function.
Are there free samples or demonstrations?
There were no free samples or demonstrations.
What products are at eye level?
Most products were at eye level.
What items in the store are in the least accessible locations?
Unusual sizes and colors and very expensive pieces were in least accessible locations.
Where are the most and least expensive products located?
The least expensive products were located in most accessible places.
Are the prices of the products easy to find?

20. Yes, the prices of the products were easy to find.
Are there impulse items near the cash register?
There were no impulse items near the cash register.
Customers:
Are most customers alone or with someone else? What is the relationship?
Most customers were followed by the sales persons.
What is the average age and gender of the customers?
Average age of the customers were between 20 to 50.
When a customer enters the store, do they tend to walk in the same path or direction?
No, the customers don’t tend to walk in the same path or direction.
How long do customers stay in the store, on average?
On average, the customers seem to stay about 15 to 20 minutes.
Do customer touch the products? Is this encouraged?
Yes, the customers touch the products and they are encouraged to do so.
Do most customers appear to be on a mission or are they browsing?
Most customers seem to be browsing.
What percent of customers purchase products in the store?
Sixty percent of the customers seem to purchase the products.
Other Observations:
The shop seem to be a new one and so far, very little advertisements have been done.
However the shop is managed the best way possible, it do not seem to be selling well due to
customers lack of knowledge about the store and the available products. The shopkeepers
are also not sure of the exact kind of products they will have in the next phase and the
customers have to see first as to what they have for sale now and will not know what they
will get to buy until their next visit there.

21. Shop 5,
FRIENDS
Before you enter the store:
Does the store draw you in? If so, how?
Yes, the store draws me in with its openness, brightly lit open space, not congested
sales products on display and its clean environment.
Is the door open or closed?
The door is open.
How does this make you feel?
It made me feel that I was welcome there.

22. How big is the sign lettering and in what font?
The sign lettering was about 500 dpi and in Stylish font.
What does it tell you about the store?
Elegant style and design for the elegant customers.
Environment:
What is the color scheme of the store? How does this affect you?
Creamy color and not shiny was not distracting to the eyes.
What type of floor does the store have? How does this effect the environment?
The store had cream colored floor tiles. It was not very bright and gave clean look to the
environment.
How high is the ceiling? How does this feel?
The ceiling was plus 12 ft. high which added up to the openness of the store.
How brightly lit is the store? How does this affect you?
The shop was moderately lit bright which did not distract the eyes and yet clearly
displayed the objects for sales.
How loud is the environment?
The environment was totally silent.
What is causing the noise?
There was no noise at all.
Is there music playing? If so, does it fit the environment?
There was no music playing nothing to distract.
Is the store warm or cold?
The store was warm enough.
Is the store crowed with merchandise or is it sparse?

23. The merchandise was sparsely displayed.
Does the store have a distinctive smell?
The store did not have any distinctive smell.
Where is the cash register located?
The cash register was located in the far end inside of the store.
How visible is the store security?
Nothing was seen as for security.
How long do you want to stay in this store?
I could stay in the store as much time as needed for my errands.
Does the environment influence the perceived value of the merchandise?
Yes, the environment influence the perceived value of the merchandise.
Personnel:
How long does it take before a sales person initiates contact?
Immediate.
Does the salesperson have a script to follow with each customer?
Yes, it seems so.
Does the salesperson treat different customers differently?
No, the sales person don’t seem to treat different customers differently.
What is the ratio of sales people to customers?
One to one as possible.
What age and gender are the employees?
The employees were all male aged between 20 to 30.
Are the sales people using the store products?

24. The sales people do not seem to be using the store products.
Do the salespeople have a uniform?
No, the sales people were not in the uniform.
Do the sales people match the stores image?
Yes, the sales people match the store image.
Products:
What is the first product that you notice?
The first product I noticed was displayed on the dummies before the entrance.
Is there a central display table with featured products?
Yes, there were central display drawers with featured products.
Where are items that are “for sale” located in the store?
The items were “for sale” were displayed near towards the entrance.
How are the products arranged? By function? By price? By color?
The products were arranged by function.
Are there free samples or demonstrations?
There were no free samples or demonstrations.
What products are at eye level?
Most products were at eye level.
What items in the store are in the least accessible locations?
Unusual sizes and colors and very expensive pieces were in least accessible locations.
Where are the most and least expensive products located?
The least expensive products were located in most accessible places.
Are the prices of the products easy to find?

25. Yes, the prices of the products were easy to find.
Are there impulse items near the cash register?
There were no impulse items near the cash register.
Customers:
Are most customers alone or with someone else? What is the relationship?
Most customers were followed by the sales persons.
What is the average age and gender of the customers?
Average age of the customers were between 20 to 50.
When a customer enters the store, do they tend to walk in the same path or direction?
No, the customers don’t tend to walk in the same path or direction.
How long do customers stay in the store, on average?
On average, the customers seem to stay about 15 to 20 minutes.
Do customer touch the products? Is this encouraged?
Yes, the customers touch the products and they are encouraged to do so.
Do most customers appear to be on a mission or are they browsing?
Most customers seem to be browsing.
What percent of customers purchase products in the store?
Sixty percent of the customers seem to purchase the products.
Other Observations:
The shop seem to be a new one and so far, very little advertisements have been done.
However the shop is managed the best way possible, it do not seem to be selling well due to
customers lack of knowledge about the store. The shopkeepers are also not sure of the
exact kind of products they will have in the next phase and the customers have to see first
as to what they have for sale now and will not know what they will get to buy until their next
visit there.

26. Shop 6,
Les Monde
Before you enter the store:
Does the store draw you in? If so, how?
Yes, the store draws me in with its openness, brightly lit open space, not congested
sales products on display and its clean environment.
Is the door open or closed?
The door is open.
How does this make you feel?
It made me feel that I was welcome there.

27. How big is the sign lettering and in what font?
The sign lettering was about 500 dpi and in Stylish font.
What does it tell you about the store?
Elegant style and design for the elegant customers.
Environment:
What is the color scheme of the store? How does this affect you?
Creamy color and not shiny was not distracting to the eyes.
What type of floor does the store have? How does this effect the environment?
The store had cream colored floor tiles. It was not very bright and gave clean look to the
environment.
How high is the ceiling? How does this feel?
The ceiling was plus 12 ft. high which added up to the openness of the store.
How brightly lit is the store? How does this affect you?
The shop was moderately lit bright which did not distract the eyes and yet clearly
displayed the objects for sales.
How loud is the environment?
The environment was totally silent.
What is causing the noise?
There was no noise at all.
Is there music playing? If so, does it fit the environment?
There was no music playing nothing to distract.
Is the store warm or cold?
The store was warm enough.
Is the store crowed with merchandise or is it sparse?

28. The merchandise was sparsely displayed.
Does the store have a distinctive smell?
The store did not have any distinctive smell.
Where is the cash register located?
The cash register was located next to the entrance/exit.
How visible is the store security?
Nothing was seen as for security.
How long do you want to stay in this store?
I could stay in the store as much time as needed for my errands.
Does the environment influence the perceived value of the merchandise?
Yes, the environment influence the perceived value of the merchandise.
Personnel:
How long does it take before a sales person initiates contact?
Immediate.
Does the salesperson have a script to follow with each customer?
Yes, it seems so.
Does the salesperson treat different customers differently?
No, the sales person don’t seem to treat different customers differently.
What is the ratio of sales people to customers?
One to one as possible.
What age and gender are the employees?
The employees were all male aged between 20 to 30.
Are the sales people using the store products?

29. The sales people do not seem to be using the store products.
Do the salespeople have a uniform?
No, the sales people were not in the uniform.
Do the sales people match the stores image?
Yes, the sales people match the store image.
Products:
What is the first product that you notice?
The first product I noticed was displayed on the racks by the entrance.
Is there a central display table with featured products?
Yes, there were central display drawers with featured products.
Where are items that are “for sale” located in the store?
The items were “for sale” were displayed near towards the entrance.
How are the products arranged? By function? By price? By color?
The products were arranged by function.
Are there free samples or demonstrations?
There were no free samples or demonstrations.
What products are at eye level?
Most products were at eye level.
What items in the store are in the least accessible locations?
Unusual sizes and colors and very expensive pieces were in least accessible locations.
Where are the most and least expensive products located?
The least expensive products were located in most accessible places.
Are the prices of the products easy to find?

30. Yes, the prices of the products were easy to find.
Are there impulse items near the cash register?
There were no impulse items near the cash register.
Customers:
Are most customers alone or with someone else? What is the relationship?
Most customers were followed by their friends or relatives.
What is the average age and gender of the customers?
Average age of the customers were between 20 to 50.
When a customer enters the store, do they tend to walk in the same path or direction?
No, the customers don’t tend to walk in the same path or direction.
How long do customers stay in the store, on average?
On average, the customers seem to stay about 15 to 20 minutes.
Do customer touch the products? Is this encouraged?
Yes, the customers touch the products and they are encouraged to do so.
Do most customers appear to be on a mission or are they browsing?
Most customers seem to be browsing.
What percent of customers purchase products in the store?
Fixty percent of the customers seem to purchase the products.
Other Observations:
The shop seem to be a new one and so far, very little advertisements have been done.
However the shop is managed the best way possible, it do not seem to be selling well due to
customers lack of knowledge about the store. The shopkeepers are also not sure of the
exact kind of products they will have in the next phase and the customers have to see first
as to what they have for sale now and will not know what they will get to buy until their next
visit there.