The document describes observations of store environments and customer behaviors. Key points include: - Store doors are often open to invite customers in, while local store doors may be closed due to cold weather. Signs are big and red to catch attention. - Interiors have shiny floors, bright ceiling lighting, and sometimes music playing to create a pleasant shopping environment. - Customers on average spend 10 minutes in stores, are mostly female around age 35, and 90% purchase products rather than just browsing.

1. Assignment 2
Tihana Pšenko

2.  The doors are mostly open  it feels like I’m invited in,
welcome
 Doors of local stores are mostly closed (maybe because of the
cold weather)

3.  Letter signs are big and red  they are trying to catch our
attention and invite us in
 Color scheme is often red and shiny
 Floor is also shiny; blue, green or gray – in ceramic tiles or
some kind of a rubber floor  it seems clean and attractive

4.  Ceiling: in bigger store it’s high, but in smaller local stores it’s
lower; common thing is that it’s always lighted and bright!
- it seems like perfect environment for shopping
This is ventilator in one local store
and I’ve just noticed it!

5.  There is always music playing in stores, accept in one of the
stores I’ve visited (LIDL) where is no music so it’s pretty quite
 Music usually fit the environment, it’s relaxing
 People can make noise talking (if there’s crowded)
 There is always warm and crowded with murchindase; cold is
only by the milk products
 I’ve noticed distinctive smell only by the products of bread

6.  Cash register is usually located by the doors
 Store security wasn’t visible
 In every store I felt pleasent, but I wanted to stay longer
in stores which were more lighted and with music
In my opinion, environment does influence the perceived
value of the merchandise

7. They greet (like a formula) at the beggining
and help usually at the moment we ask them
Mostly women, If there is more
in age of 25 - costumers, there is more
45 sales people; in smaller
stores there is only one
or two salesman
They match the
store image
Always in
Sometimes they treat different costumers uniforms
differently; for example, they can be unpleasent if
costumers look poor, or cautious if costumers lool
dangerous

8. Products are arranged by function
Most needed products are at eye
Items that are “for sale” are level – hey are not optimum by
by the cash register or at price!
separate shells at the centar
or they’re at the same place
as usual but marked as PRODUCTS Prices are easy to find but
cheaper
sometimes they are
confusing purposely
There are no free samples There is not always central display
table with featured products
Cheaper products are sometimes
at the least accessible locations or
the needless ones Impulse items are near cash registar

9. I’ve noticed that
sometimes products are
not furnished instantly

10. Average age: 35
Male and female Average gender: female
customers Average stay in the store: 10
minutes
They mostly appear
to be on a mission
90 % of customers
purchase the products
They tend to walk in the same
Customers can touch the
direction or path because of the
products, it’s usually
store organization
encouraged