The store has a triadic color scheme of white, yellow and purple that aims to make customers feel invited and happy. It has bright warm lighting and a crowded layout with books arranged by topic. Employees are mostly young and match the store's intellectual image. Customers tend to browse the aisles for 30 minutes on average and about 20% make a purchase. The environment aims to provide a satisfying experience for customers.

1. Observation Lab
If I have ever made any valuable discoveries, it has been owing more to patient attention
, than
any other talent. Isaac Newton: (1642-1727)
Before you enter the store:
Does the store draw you in? If so, how?
Is the door open or closed?
The door is close
How does this make you feel?
Its make me feel like confident going and gives me the feeling of a more private.
How big is the sign lettering and in what font?
Is not big, like a 2 meters and the font is purple, Gandhi typograph.
What does it tell you about the store?
Is a prestigious library, recognized for their creativity in advertising, was founded in 1971
in Mexico City today whatever with 25 branches throughout the country.
Environment:
What is the color scheme of the store? How does this affect you?
Triadic scheme, (withe, yellow, purple), the yellow invites me to buy and be more
dynamic and happily
What type of floor does the store have? How does this effect the environment?
Has a white tile with gray colors, affects on cloudy days like today because it gives the
sensation of cold.
How high is the ceiling? How does this feel?
I felt in a big place, notwithstanding that the store is small
How brightly lit is the store? How does this affect you?
This brightly lit with warm light, helps to spend more time reading the prefaces of books
How loud is the environment?
Its not loudly because is a library,
What is causing the noise?

2. The people who are paying and asking
Is there music playing? If so, does it fit the environment?
No
Is the store warm or cold?
Cold
Is the store crowed with merchandise or is it sparse?
The store is crowed of merchandise, has a full catalog.
Does the store have a distinctive smell?
Yes a paper
Where is the cash register located?
Next to the front door which is the entrance and exit
How visible is the store security?
There not a policeman, the employs function like security you can see the security
cameras and the RFID bars
How long do you want to stay in this store?
Like a 1 hour or more
Does the environment influence the perceived value of the merchandise?
Yes, it’s not the same like other libraries; the place gives you a satisfaction of buy
Personnel:
How long does it take before a sales person initiates contact?
5 minutes, I think the sales person gives you a change to watch then they offers help
Does the salesperson have a script to follow with each customer?
Yes, hello good afternoon / morning. Can I help you, do are you looking for something
special
Does the salesperson treat different customers differently?
Yes according the age
What is the ratio of salespeople to customers?
friendly
What age and gender are the employees?

3. Employees are young men and women except for the cashier who is older than 40 and
is woman
Are the salespeople using the store products?
No because is a bookstore
Do the salespeople have a uniform?
Yes a blue sweeter
Do the salespeople match the stores image?
Yes, like intellectual person
Products:
What is the first product that you notice?
Best sellers books
Is there a central display table with featured products?
No in especial table
Where are items that are “for sale” located in the store?
Bookcase
How are the products arranged? By function? By price? By color?
By topic
Are there free samples or demonstrations?
Yes only for some magazines
What products are at eye level?
Best sellers and novels
What items in the store are in the least accessible locations?
Chemistry, Math, Elemental school
Where are the most and least expensive products located?
Design, architecture books
Are the prices of the products easy to find?
Yes, in the cover of book
Are there impulse items near the cash register?
Yes, like a candy’s, pens, bags and pencils

4. Customers:
Are most customers alone or with someone else? What is the relationship?
More customers with some else, husbands, sons, family
What is the average age and gender of the customers?
Female around of 35 to 50
When a customer enters the store, do they tend to walk in the same path or direction? -
Yes, because the main way is only in one direction
How long do customers stay in the store, on average?
Like 30 minutes.
Do customer touch the products? Is this encouraged?
Yes the customer take the products and read the introduction
Do most customers appear to be on a mission or are they browsing?
Browsing
What percent of customers purchase products in the store?
20 %
Other Observations:
The people who bought had the appearance of being intellectuals and people with a type
of dress and expression of a middle – high class