mY ASSIGNMENT FOR Creativity Lab

1. Observation LAB
Observing Mumbai

2. # 1 - Shoppers Stop - Powai
• Before you enter the store:
Does the store draw you in? If so, how? – I had to buy certain item, which was available here
only.
Is the door open or closed? – It had a guard to open the door.
How does this make you feel? - Royal
How big is the sign lettering and in what font? Quite Big, It was a mall must be 500 inch Font
What does it tell you about the store? The Name of store

3. • Environment:
What is the color scheme of the store? How does this affect you? – Black and white
What type of floor does the store have? How does this effect the environment? – White shining floor
How high is the ceiling? How does this feel? – quite high, it dosen’t evoke any feeling of sorts
How brightly lit is the store? How does this affect you? – Good brightness, It made products shine and I had a look
on even those product which I did not intend to buy.
How loud is the environment? – Chitter and chatter around makes it noisy, irritating a bit.
What is causing the noise? – People around.
Is there music playing? If so, does it fit the environment? – yes soothing music, perfectly suits environment.
Is the store warm or cold? – cold, AC.
Is the store crowed with merchandise or is it sparse? - Crowded
Does the store have a distinctive smell? -Yes
Where is the cash register located? – On entrance and midway too.
How visible is the store security? – not visible expect guard at the door.
How long do you want to stay in this store? – 1 hour
Does the environment influence the perceived value of the merchandise?- It makes merchandise more pompous.

4. •
Personnel:
How long does it take before a sales person initiates contact? – 1
min after I reached the product intend to buy.
Does the salesperson have a script to follow with each customer? –
Not as such.
Does the salesperson treat different customers differently? - No
What is the ratio of salespeople to customers? – around 1:4
What age and gender are the employees? – 25-30 yrs mostly male
Are the salespeople using the store products? - yES
Do the salespeople have a uniform? yES
Do the salespeople match the stores image? - yES

5. • Products:
What is the first product that you notice? – Bags
Is there a central display table with featured products? Yes
Where are items that are “for sale” located in the store? – on a seprate bench
How are the products arranged? By function? By price? By color? –By function
Are there free samples or demonstrations? - yes
What products are at eye level? - Yes
What items in the store are in the least accessible locations?- Some were
Where are the most and least expensive products located? – Randomly, not clue
about any strategy
Are the prices of the products easy to find? - No
Are there impulse items near the cash register? yes

6. • Customers:
Are most customers alone or with someone else? What is the
relationship? – Mostly couples or group of friends.
What is the average age and gender of the customers? Around 30
yrs, male mostly.
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? – 20 mins
Do customer touch the products? Is this encouraged? – Yes, Yes.
Do most customers appear to be on a mission or are they
browsing? - browsing
What percent of customers purchase products in the store? – 10%