ARE YOU PAYING ATTENTION?

BY: SURBHEE DAHIYACREATIVITY CLASS

Store 1—The Local Shop (Kirana store)

Before you enter the store:

• Does the store draw you in? If so, how?- yes the store draws me in because it looks like a shop from a very old time where

one can find any kind of old traditional things(even the chocolates which our parents used to eat)

• Is the door open or closed?- There is no such door only a shutter, so the door or shop is always open

• How does this make you feel?- Going there gives me a homely feeling

• How big is the sign lettering and in what font?- The sign lettering is quite big with large colourful front.

• What does it tell you about the store?- It tells me that the store is inviting everyone in.

Environment:• What is the color scheme of the store? How does this affect you?- There is no such colour scheme, the store is made up of bricks.

• What type of floor does the store have? How does this effect the environment?- There is stone floor in the shop which gives the shop is traditional look

• How high is the ceiling? How does this feel?- The ceiling is not too high which makes me feel like we r in a small cave

• How brightly lit is the store? How does this affect you?- The store is brightly lit which makes me see everything that the store has

• How loud is the environment?- The store has a decent environment.

• What is causing the noise?- There is just the noises of vehicles passing by as the store is near the main street.

• Is there music playing? If so, does it fit the environment?- Yes there is an old radio that plays old hindi songs that totally fit the shop

• Is the store warm or cold?- The store is warm and homely.

• Is the store crowed with merchandise or is it sparse?- The store is full of merchandise of every kind.• • Does the store have a distinctive smell?- Not particularly

• Where is the cash register located?- Near the front desk where the owner sits.

• How visible is the store security?- There is no such security in the store.

• How long do you want to stay in this store?- Until I finish what I came to bye and a little chit chat with the owner.

• Does the environment influence the perceived value of the merchandise?- Yes totally…

Personnel:

• Does the salesperson have a script to follow with each customer?- No as he knows every customer by face.

• Does the salesperson treat different customers differently?- Yes especially according to their age.

• What is the ratio of salespeople to customers?- There is just one salesman.

• What age and gender are the employees?- About 18-30 age group.

• Do the salespeople have a uniform?- No uniform.

• Do the salespeople match the stores image?- Yes the salesman matches the store image totally.

Products:

• What is the first product that you notice?- The most colorful one.• Where are items that are “for sale” located in the store?- Mostly nothing, as everything is already very cheap.• How are the products arranged? By function? By price? By color?- randomly, is mostly the customers pick.• Are there free samples or demonstrations?- no• What products are at eye level?- Mostly eatables• Where are the most and least expensive products located?- Every where

• Are the prices of the products easy to find?- yes• Are there impulse items near the cash register?- There are sweets present near the cash register.

Customers:

• What is the average age and gender of the customers?- Age group no bar, everyone comes there.

• How long do customers stay in the store, on average?- About 15-30 minutes.

• Do customer touch the products? Is this encouraged?- Yes customers touch the product and it is encouraged.

• Do most customers appear to be on a mission or are they browsing?- Everyone there has come to buy something or the other.

• What percent of customers purchase products in the store?

- About 98%.

Store 2—Shopper’s Stop

Before you enter the store:

• Does the store draw you in? If so, how?- Yes the store draws attention because of the varities of colourful dresses it has

• Is the door open or closed?- The door is open till its closing time

• How does this make you feel?- very much welcomed

• How big is the sign lettering and in what font?- the sign is big so that everyone can see it

• What does it tell you about the store?

- the store is welcome to all

• What is the colour scheme of the store? How does this affect you?- the colour scheme is orange and yellow. It gives a happy and bright effect.• What type of floor does the store have? How does this effect the environment?- The floor is made of white tiles which gives a very sophisticated look.• How high is the ceiling? How does this feel?- the ceiling is high, no feelings for that.• How brightly lit is the store? How does this affect you?- the store is very brightly lit giving a radiant effect.• How loud is the environment?- the environment is not at all loud.• What is causing the noise?- The noise is just of the music playing

• Is there music playing? If so, does it fit the environment?- yes there is music playing which totally fits the overall environment.• Is the store warm or cold?

- it depends on the seasons, in summers its cool and in winters its warm.

Environment:

• Is the store crowed with merchandise or is it sparse?-the store is neither crowded nor sparse just adequatly stuffed with merchandise.• Does the store have a distinctive smell?- Yes the store has a distinct smell of flowers.• Where is the cash register located?- At the main counter• How visible is the store security?- Very visible, there are cameras, guards and security machines.• How long do you want to stay in this store?- As long as I decide and buy what I want.

• Does the environment influence the perceived value of the merchandise?- totally

• Does the salesperson have a script to follow with each customer?- yes they do• Does the salesperson treat different customers differently?- no they dont• What is the ratio of salespeople to customers?- It depends on the rush in the store• What age and gender are the employees?- Both male and female from age group 20-30.• Do the salespeople have a uniform?- Yes they all have a uniform• Do the salespeople match the stores image?- Yes they try to.

Personnel:

• What is the first product that you notice?- The first present in the front.• Where are items that are “for sale” located in the store?- On a separate counter under the ‘for sales’ tag.• How are the products arranged? By function? By price? By color?• - Mostly by price• Are there free samples or demonstrations?- Yes , the new products are for demonstration.• What products are at eye level?- Mostly the shirts and t-shirts.• Where are the most and least expensive products located?-they are all mixed up.• Are the prices of the products easy to find?- Yes very, they have tags• Are there impulse items near the cash register?- No there is nothing near the cash register.

Products:

• What is the average age and gender of the customers?- Age group no bar, everyone comes there.

• How long do customers stay in the store, on average?- About 15-30 minutes.

• Do customer touch the products? Is this encouraged?- Yes customers touch the product and it is encouraged.

• Do most customers appear to be on a mission or are they browsing?- Everyone there has come to buy something or the other.

• What percent of customers purchase products in the store?

-about 80%

Customers:

Store 3 –Easy Day

Before you enter the store:

• Does the store draw you in? If so, how?-we generally go there to buy our groceries and stuff.• Is the door open or closed?- its closed, a guard opens it for us.• How does this make you feel?- Good and welcomed.• How big is the sign lettering and in what font?- Very big sign with italic font.• What does it tell you about the store?- That it wants everyone to be easy going and enjoy shopping in there store.

• What is the colour scheme of the store? How does this affect you?- Mostly light green walls giving a fresh feeling.• What type of floor does the store have? How does this effect the environment?- White marble floor giving a neat outlook to the store.• How high is the ceiling? How does this feel?- The ceiling is high• How brightly lit is the store? How does this affect you?- The store is filled with lights giving a happy feeling• How loud is the environment?- Not loud• What is causing the noise?- Only the people who are shopping.• Is there music playing? If so, does it fit the environment?- No music• Is the store warm or cold?• Depends on the season but its mostly cold because of the fresh vegetables and

fruits it stores.

Environment:

• Is the store crowed with merchandise or is it sparse?-crowded• Does the store have a distinctive smell?- Smell of various fruits and vegetables along with other things• Where is the cash register located?- On the front desk near the enterance• How visible is the store security?- Very with guards and cameras everywhere.• How long do you want to stay in this store?- Till the shopping is finished• Does the environment influence the perceived value of the merchandise?- Cant say

• Does the salesperson have a script to follow with each customer?- yes they do• Does the salesperson treat different customers differently?- no• What is the ratio of salespeople to customers?- salespeople are more• What age and gender are the employees?- both males and females from 25-30 yrs.• Do the salespeople have a uniform?- Yes they do• Do the salespeople match the stores image?- Yes they do

Personnel:

• What is the first product that you notice?- That’s kept near the entrance• Where are items that are “for sale” located in the store?- On a different counter near the cash register• 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?- Mostly eatables• Where are the most and least expensive products located?- Every where

• Are the prices of the products easy to find?- yes• Are there impulse items near the cash register?- Yes there are

Products:

Customers:

• What is the average age and gender of the customers?- customers are of every age and every gender• How long do customers stay in the store, on average?- 30-45 minutes• Do customer touch the products? Is this encouraged?- Yes they do touch and sometimes its not encouraged• Do most customers appear to be on a mission or are they browsing?- Its in a ratio of 50-50

• What per cent of customers purchase products in the store?

- About 70-80%

Store 4--Starbuck

Before you enter the store:

• Does the store draw you in? If so, how?-ya the aura, the smell of coffee and muffins draw me in.• Is the door open or closed?- The door is closed• How does this make you feel?- Good because it gives a sense of security to its customers.• How big is the sign lettering and in what font?- Quite big• What does it tell you about the store?- That its calling people in by its big sign.

• What is the color scheme of the store? How does this affect you?- The colour scheme is yellow and brown the total blend of coffee• What type of floor does the store have? How does this effect the environment?- Mostly tiles , giving a sophisticated look to the store• How high is the ceiling? How does this feel?- The ceiling is moderate• How brightly lit is the store? How does this affect you?- The store is very brightly lit with many kinds of lights which make me feel as if there is some

kind of festive season.• How loud is the environment?- Not too much• What is causing the noise?- The chit chat of the people sitting there• Is there music playing? If so, does it fit the environment?- Yes every kind of music is being played there which totally fits the scene.• Is the store warm or cold?

- warm

Environment:

• Is the store crowed with merchandise or is it sparse?- The store is moderatly filled with merchandise, dosnt feel like crowded.• Does the store have a distinctive smell?- The the smell of delicious coffee and muffins.• Where is the cash register located?- On the main counter• How visible is the store security?-very with guards and cameras• How long do you want to stay in this store?- 1-2 hours• Does the environment influence the perceived value of the merchandise?- absolutly

• Does the salesperson have a script to follow with each customer?- Yes, they do• Does the salesperson treat different customers differently?- Not really• What is the ratio of salespeople to customers?- Mostly the salespersons are more• What age and gender are the employees?- 20-25 yrs• Do the salespeople have a uniform?- yes, they do• Do the salespeople match the stores image?- yes.

Personnel:

• What is the first product that you notice?- The muffins• Where are items that are “for sale” located in the store?- Nothing for sale• How are the products arranged? By function? By price? By color?- anyway• Are there free samples or demonstrations?- No free samples, just demonstrations.• What products are at eye level?- Mostly the eatables• Where are the most and least expensive products located?- everywhere• Are the prices of the products easy to find?- yes, mostly• Are there impulse items near the cash register?- yes

Products:

Customers:

• What is the average age and gender of the customers?- 16-50+• How long do customers stay in the store, on average?- Minimum 1hr , maximum no limit• Do customer touch the products? Is this encouraged?- No , the customers feel no need to touch the product, until its something eatable• Do most customers appear to be on a mission or are they browsing?- People generally come there to have coffee.

• What percent of customers purchase products in the store?

- everyone.

Store 5—Sweet Shop

Before you enter the store:

• Does the store draw you in? If so, how?- yes, because all the delicious sweet smell.• Is the door open or closed?- closed• How does this make you feel?- Nice because of the hygine• How big is the sign lettering and in what font?- Very big with big font size• What does it tell you about the store?- So that everyone can notice the store

• What is the color scheme of the store? How does this affect you?- No specific colour scheme• What type of floor does the store have? How does this effect the environment?- Different colour of tiles, giving a colorful image.• How high is the ceiling? How does this feel?- Not very high ceiling.• How brightly lit is the store? How does this affect you?- Moderately lit store, no effect.• How loud is the environment?- Very loud.

• What is causing the noise?- People and more people• Is there music playing? If so, does it fit the environment?- No music• Is the store warm or cold?

- warm.

Environment:

• Is the store crowed with merchandise or is it sparse?- Totally crowed with all kinds of sweets.• Does the store have a distinctive smell?- yes, a very sweet smell.• Where is the cash register located?- On the main counter• How visible is the store security?- Not much of a security• How long do you want to stay in this store?- As long as I get what I want.• Does the environment influence the perceived value of the merchandise?- yes, it does.

• Does the salesperson have a script to follow with each customer?- No script.• Does the salesperson treat different customers differently?- yes, they do• What is the ratio of salespeople to customers?- sales persons are less as compared to customers.• What age and gender are the employees?- no age limit• Do the salespeople have a uniform?- No uniform• Do the salespeople match the stores image? yes

Personnel:

• What is the first product that you notice?- The most colorful one.• Where are items that are “for sale” located in the store?- Mostly nothing- How are the products arranged? By function? By price? By color?- randomly, is mostly the customers pick.• Are there free samples or demonstrations?- no• What products are at eye level?- Mostly eatables• Where are the most and least expensive products located?- Every where

• Are the prices of the products easy to find?- no, we have to ask the salesperson• Are there impulse items near the cash register?- no

Products:

Customers:

• What is the average age and gender of the customers?- 18-50+• How long do customers stay in the store, on average?- 15-25 minutes• Do customer touch the products? Is this encouraged?- Yes , the touch to taste the product but mostly it is not encouraged.• Do most customers appear to be on a mission or are they browsing?- Everyone is on a mission to buy things.

• What percent of customers purchase products in the store?

- 95%

Store 6--Benetton

Before you enter the store:

• Does the store draw you in? If so, how?- yes, with the large variety of clothing range• Is the door open or closed?- open• How does this make you feel?- Nice and welcomed• How big is the sign lettering and in what font?- moderate• What does it tell you about the store?- Nothing much, everyone knows the brand.

• What is the color scheme of the store? How does this affect you?- Grey and white scheme, giving a special affect• What type of floor does the store have? How does this effect the environment?- mostly tiles, matches with the store• How high is the ceiling? How does this feel?- Moderately high ceiling.• How brightly lit is the store? How does this affect you?- Very brightly lit…gives a good feeling.• How loud is the environment?- Not at all loud• What is causing the noise?- Just little whispers of people • Is there music playing? If so, does it fit the environment?- Yes, slow music. It totally fits the environment.• Is the store warm or cold?

- Depends on the season.

Environment:

• Is the store crowed with merchandise or is it sparse?- Yes sometimes• Does the store have a distinctive smell?- yes• Where is the cash register located?- On the main counter• How visible is the store security?- Very much visible• How long do you want to stay in this store?- Till I finish my shopping• Does the environment influence the perceived value of the merchandise?- yes, it does.

• Does the salesperson have a script to follow with each customer?- Yes, they do• Does the salesperson treat different customers differently?- no• What is the ratio of salespeople to customers?- Customers are more• What age and gender are the employees?- Both genders with age between 23-27.• Do the salespeople have a uniform?- yes, they do• Do the salespeople match the stores image?- yes

Personnel:

• What is the first product that you notice?- The new arrivals• Where are items that are “for sale” located in the store?- On a separate counter.• How are the products arranged? By function? By price? By color?- By colour and price• Are there free samples or demonstrations?- No free samples or demonstration• What products are at eye level?- Shirts and t-shirts• Where are the most and least expensive products located?- On different different counters• Are the prices of the products easy to find?- no, sometimes we have to ask the salesperson.• Are there impulse items near the cash register? no

Products:

Customers:

• What is the average age and gender of the customers?- 20-45yrs• How long do customers stay in the store, on average?- 20-45 minutes• Do customer touch the products? Is this encouraged?- yes, customers touch the product and it is encouraged as well.• Do most customers appear to be on a mission or are they browsing?- Mostly are browsing

• What percent of customers purchase products in the store?

- 50-60%

THANK U……..