Results of observations/ survey at different stores are as under:

Description Numero Uno

Jeanswear

denizen (from

Levi's)

Duke Flying Machine

(jeans)

Peter England

Before you(I)

enter the store:

Does the store draw you

in? If so, how?

No No No No No

Is the door oped or

closed?

Closed ( glazed ) Closed ( glazed ) Opened Closed ( glazed ) Opened

How does this make you

feel?

Good Good Good Good Good

How big is the sign

lettering and in what

font?

Very Big Very Big Very Big Very Big Very Big

What does it tell you

about the store?

Brand name Brand name Brand name Brand name Brand name

Environment

What is the color

scheme of the store?

How does this affect

you?

Bright , attractive Bright , attractive Bright , attractive Bright , attractive Bright , attractive

Observation Lab

By Rajesh Kumar Yadav

(A class on Creativity by Tina Seelig, Stanford University)

Assignment on observations/attention at different stores

What type of floor does

the store have? How

does this effect the

environment?

Tile flooring, looks

nice

Tile flooring, looks

nice

Tile flooring, looks

nice

Tile flooring, looks

nice

Tile flooring, looks

nice

How high is the ceiling?

How does this feel?

High, beautiful High, beautiful High, beautiful High, beautiful High, beautiful

How brightly lit is the

store? How does this

affect you?

Very bright, attractive Very bright,

attractive

Very bright,

attractive

Very bright, attractive Very bright,

attractive

How loud is the

environment?

Not loud Not loud Not loud Not loud Not loud

What is causing the

noise?

music system music system music system music system music system

Is there music Playing?

If so, does it fit the

environment?

Yes, yes Yes, yes Yes, yes Yes, yes Yes, yes

Is the store warm or

cold?

Comfortable(A/C) Comfortable(A/C) Comfortable(A/C) Comfortable(A/C) Comfortable(A/C)

Is the store crowed with

merchandise or is it

spares?

Not croweded Not croweded Not croweded Not croweded Not croweded

Does the store have a

distinctive smell?

Yes Yes Yes Yes No

Where is the cash

register located?

At table near door At table near door At table near door At table near door At table near door

How visible is the store

security?

very visible very visible very visible very visible very visible

How long do you want to

stay in this store?

much longer period much longer period much longer period much longer period much longer period

Does the environment

influence the perceived

value of the

merchandise?

Yes Yes Yes Yes Yes

Personnel:

How long does it take

before a sales person

initiates contact?

Immediately Immediately Immediately Immediately Immediately

Does the sales person

have a script to follow

with each customer?

Yes Yes Yes Yes Yes

Does the sales person

treat different customers

differently?

No No No No No

What is the ratio of sales

people to customers?

1:02 1:03 1:02 1:02 1:01

What age and gender

are the employees?

20-35 20-35 20-35 20-30 25-45

Are the salespeople

using the store

products?

can't say can't say can't say can't say can't say

Do the salespeople have

a uniform?

No No No No No

Do the salespeople

match the store image?

Yes Yes Yes Yes Yes

Products:

What is the first product

that you notice?

Jeans Jeans, shirts T-shirts Jeans Shirts and pants

Is there a central display

table with featured

products?

Yes Yes Yes Yes Yes

Where are items that

are "for sale" located in

the store?

Jeans Jeans, shirts T-shirts,Jeans,

sweater

Jeans Shirts and pants

How are the products

arranged? By function?

By price? By color?

By function, price By function By function, price By function, price By function

Are there free samples

or demonstrations?

No No No No No

What products are at

eye level?

Jeans Jeans, shirts T-shirts,Jeans,

sweater

Jeans Shirts and pants

What items in the store

are in the least

accessible locations?

Costly items Costly items Costly items Costly items Costly items

Where are the most and

least expensive products

located?

most expencive-back,

least expensive-front

most expencive-

back, least

expensive-front

most expencive-

back, least

expensive-front

most expencive-back,

least expensive-front

most expencive-

back, least

expensive-front

Are the prices of the

products easy to find?

yes yes yes yes yes

Are there impluse items

near the cash register?

yes yes yes yes yes

Customers:

Are most customers

alone or with someone

else? What is the

relationship?

With family members With friend With family

members

With friend With family

members

What is the average age

and gender of the

customers?

20, male 25, female 30, male, female 25, male 25, female

When a customer enters

the store, do they tend

to walk in the same path

or direction?

yes yes yes yes yes

How long do customers

stay in the store, on

average?

long long long long long

Do customer toch the

products? Is this

encouraged?

Yes, Yes Yes, Yes Yes, Yes Yes, Yes Yes, Yes

Do most customers

appear to be on a

mission or are they

browsing?

On the purchase

mission

On the enquiry /

brousing

On the purchase

mission

On the enquiry /

brousing

On the enquiry /

brousing

What percent of

customers purchase

products in the store?

less than 20% less than 20% less than 20% less than 20% less than 20%

Advertisement,

pictures

Advertisement,

pictures

Advertisement,

pictures

Advertisement,

pictures

Caricatures wearing

cloths

Attractive photo Attractive photo Attractive photo Attractive photo Attractive photo

Statue wearing cloths Statue wearing

cloths

Similarity in most

stores

Similarity in most

stores

Similarity in most

stores

Similarity in most

stores

Similarity in most

stores

Other Observations: