Store 1 Before you enter the store: Does the store draw you in? If so, how?

Yes, well lit Is the door open or closed? Closed transparent glass door How does this make you feel? Neutral How big is the sign lettering and in what font? Easily readable What does it tell you about the store? Professionally maintained Environment: What is the color scheme of the store? How does this affect you? Blue, gives corporate like feel What type of floor does the store have? How does this effect the environment? Grey carpeted, gives corporate look How high is the ceiling? How does this feel? About 12 feet How brightly lit is the store? How does this affect you? Well lit and hence inviting How loud is the environment? Quiet What is causing the noise? No noise Is there music playing? If so, does it fit the environment? No music Is the store warm or cold? Appropriately maintained temperature Is the store crowed with merchandise or is it sparse? Sparse Does the store have a distinctive smell? No Where is the cash register located? Center of the store How visible is the store security? Not visible How long do you want to stay in this store?

About 45 minutes Does the environment influence the perceived value of the merchandise? Yes it definitely does Personnel: How long does it take before a sales person initiates contact? Instantaneous Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? Yes What is the ratio of salespeople to customers? One per customer What age and gender are the employees? Around 30 yrs, all males Are the salespeople using the store products? N.A. Do the salespeople have a uniform? No Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Laptop with newly released windows 8 Is there a central display table with featured products? No Where are items that are for sale located in the store? No ongoing sale How are the products arranged? By function? By price? By color? By function Are there free samples or demonstrations? Demonstration What products are at eye level? Yes What items in the store are in the least accessible locations? Computer Accessories Where are the most and least expensive products located? They are arranged by function and hence price as this was computer store

Are the prices of the products easy to find? Yes Are there impulse items near the cash register? Yes Customers: Are most customers alone or with someone else? What is the relationship? With family members What is the average age and gender of the customers? 35 When a customer enters the store, do they tend to walk in the same path or direction? Yes, counter-clockwise How long do customers stay in the store, on average? 20+ minutes Do customer touch the products? Is this encouraged? Yes, it is encouraged. Do most customers appear to be on a mission or are they browsing? Mix of both What percent of customers purchase products in the store?

Roughly 30% Other Observations:

Store 2 Before you enter the store: Does the store draw you in? If so, how? Yes, variety of items on display Is the door open or closed? Yes How does this make you feel? Welcoming How big is the sign lettering and in what font? Vernacular + English board What does it tell you about the store? Store name has location embedded, possibly part of big chain of stores Environment: What is the color scheme of the store? How does this affect you? None in particular What type of floor does the store have? How does this effect the environment? Tiled floor, gives a very local feeling to store How high is the ceiling? How does this feel?

About 12 feet, comfortable feel How brightly lit is the store? How does this affect you? Bright, and hence inviting How loud is the environment? NA What is causing the noise? NA Is there music playing? If so, does it fit the environment? No Is the store warm or cold? Slightly warm as door is open Is the store crowed with merchandise or is it sparse? Crowded Does the store have a distinctive smell? No Where is the cash register located? Right side on entry How visible is the store security? N.A How long do you want to stay in this store? 20 Does the environment influence the perceived value of the merchandise? Yes Personnel: How long does it take before a sales person initiates contact? Immediate Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? Yes What is the ratio of salespeople to customers? 1 sales person per customer What age and gender are the employees? 30-45 yrs, males Are the salespeople using the store products? N.A Do the salespeople have a uniform? No

Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Toy bicycle Is there a central display table with featured products? No Where are items that are for sale located in the store? N.A How are the products arranged? By function? By price? By color? By function Are there free samples or demonstrations? No What products are at eye level? Many, too difficult to navigate w/o help What items in the store are in the least accessible locations? As mentioned above, too difficult to navigate Where are the most and least expensive products located? NA Are the prices of the products easy to find? No Are there impulse items near the cash register? Yes Customers: Are most customers alone or with someone else? What is the relationship? With some family member What is the average age and gender of the customers? Customers between 30-55 When a customer enters the store, do they tend to walk in the same path or direction? Yes, small isle How long do customers stay in the store, on average? 5-15 mins Do customer touch the products? Is this encouraged? Yes, yes. Do most customers appear to be on a mission or are they browsing? Yes What percent of customers purchase products in the store?

Almost all

Other Observations:
Store 3 Before you enter the store: Does the store draw you in? If so, how? No Is the door open or closed? Open How does this make you feel? Approachable How big is the sign lettering and in what font? Big font What does it tell you about the store? Probably popular store Environment: What is the color scheme of the store? How does this affect you? No scheme, not particular inviting What type of floor does the store have? How does this effect the environment? Old tiled flooring, gives slightly old look How high is the ceiling? How does this feel? 20 ft, How brightly lit is the store? How does this affect you? Not very bright and hence does not invite to stay long How loud is the environment? NA What is causing the noise? NA Is there music playing? If so, does it fit the environment? No Is the store warm or cold? Warm Is the store crowed with merchandise or is it sparse? Crowded Does the store have a distinctive smell? No Where is the cash register located? Right side of entry How visible is the store security?

NA How long do you want to stay in this store? 5 minutes Does the environment influence the perceived value of the merchandise? Yes Personnel: How long does it take before a sales person initiates contact? Immediate Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 1 per customer What age and gender are the employees? 40+, males Are the salespeople using the store products? NA Do the salespeople have a uniform? No Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Huge trolley bag Is there a central display table with featured products? Yes Where are items that are for sale located in the store? NA How are the products arranged? By function? By price? By color? Function Are there free samples or demonstrations? NA What products are at eye level? Stacked at all levels What items in the store are in the least accessible locations? All items accessible only on request

Where are the most and least expensive products located? Seggregated by function Are the prices of the products easy to find? Yes Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? With family What is the average age and gender of the customers? 30+ male When a customer enters the store, do they tend to walk in the same path or direction? Yes, single isle How long do customers stay in the store, on average? 2-5 minutes Do customer touch the products? Is this encouraged? Yes, yes Do most customers appear to be on a mission or are they browsing? Yes What percent of customers purchase products in the store?

Hardly any Other Observations:

Store 4 Before you enter the store: Does the store draw you in? If so, how? Yes, multi-storeyed store so possibly lot of variety, big display of dummy items at door Is the door open or closed? Transparent How does this make you feel? Welcoming How big is the sign lettering and in what font? It is one of chain of stores bold black What does it tell you about the store? Was already aware of that store brand Environment: What is the color scheme of the store? How does this affect you? Neutral What type of floor does the store have? How does this effect the environment?

Carpeted, professionally maintained How high is the ceiling? How does this feel? About 20 ft, gives rich open feeling How brightly lit is the store? How does this affect you? Bright and hence encouraging How loud is the environment? No background noise What is causing the noise? NA Is there music playing? If so, does it fit the environment? NA Is the store warm or cold? Temperature appropriately controlled Is the store crowed with merchandise or is it sparse? Appropriate Does the store have a distinctive smell? No Where is the cash register located? On each floor on left side of entry How visible is the store security? Visible but not intrusive How long do you want to stay in this store? 30 minutes Does the environment influence the perceived value of the merchandise? Yes Personnel: How long does it take before a sales person initiates contact? Immediate Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? 2-3 salespeople per customer What age and gender are the employees? 25-30 equal number of males and females

Are the salespeople using the store products? NA Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? None in particular Is there a central display table with featured products? No Where are items that are for sale located in the store? Not a designated area How are the products arranged? By function? By price? By color? By brand and price Are there free samples or demonstrations? NA What products are at eye level? Yes What items in the store are in the least accessible locations? Accessories Where are the most and least expensive products located? By brands Are the prices of the products easy to find? Yes Are there impulse items near the cash register? Yes Customers: Are most customers alone or with someone else? What is the relationship? With friend/family What is the average age and gender of the customers? 30+, male When a customer enters the store, do they tend to walk in the same path or direction? No, they will choose floor as per area they are interested in How long do customers stay in the store, on average? 30+ minutes 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% Other Observations:

Store 5 Before you enter the store: Does the store draw you in? If so, how? Yes Is the door open or closed? Open How does this make you feel? Open is welcoming How big is the sign lettering and in what font? Quite big an readable What does it tell you about the store? Known store in locality Environment: What is the color scheme of the store? How does this affect you? None in particular What type of floor does the store have? How does this effect the environment? Tiled flooring, local feel How high is the ceiling? How does this feel? About 10 ft How brightly lit is the store? How does this affect you? Appropriately lit How loud is the environment? No noise What is causing the noise? NA Is there music playing? If so, does it fit the environment? No Is the store warm or cold? Warm as door is open Is the store crowed with merchandise or is it sparse? Crowded Does the store have a distinctive smell? No

Where is the cash register located? Right side of entry How visible is the store security? NA How long do you want to stay in this store? 10 mins Does the environment influence the perceived value of the merchandise? No Personnel: How long does it take before a sales person initiates contact? Immediate Does the salesperson have a script to follow with each customer? No Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? One per person What age and gender are the employees? 30+yr, all males Are the salespeople using the store products? NA Do the salespeople have a uniform? No Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Paper notebooks Is there a central display table with featured products? No Where are items that are for sale located in the store? NA How are the products arranged? By function? By price? By color? By function Are there free samples or demonstrations? NA What products are at eye level? At all levels

What items in the store are in the least accessible locations? Corner of the isle had all items stacked for storage Where are the most and least expensive products located? On display as per categories Are the prices of the products easy to find? No Are there impulse items near the cash register? No Customers: Are most customers alone or with someone else? What is the relationship? Alone What is the average age and gender of the customers? 15-45 yrs, both genders When a customer enters the store, do they tend to walk in the same path or direction? Yes, isle How long do customers stay in the store, on average? 10 mins Do customer touch the products? Is this encouraged? Yes, yes Do most customers appear to be on a mission or are they browsing? Mission What percent of customers purchase products in the store?

100% Other Observations:

Store 6 Before you enter the store: Does the store draw you in? If so, how? Yes Is the door open or closed? Closed How does this make you feel? Transparent door so no specific feeling How big is the sign lettering and in what font? Big handwritten kind of font What does it tell you about the store? Known local brand

Environment: What is the color scheme of the store? How does this affect you? Pretty colourful fruit theme as this was ice cream store, tempts to buy What type of floor does the store have? How does this effect the environment? Marble, clean feeling How high is the ceiling? How does this feel? About 12 ft How brightly lit is the store? How does this affect you? Quite bright How loud is the environment? NA What is causing the noise? NA 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? Appropriate Does the store have a distinctive smell? Yes, vanilla Where is the cash register located? Right side of entry How visible is the store security? NA How long do you want to stay in this store? 20 min Does the environment influence the perceived value of the merchandise? Yes Personnel: How long does it take before a sales person initiates contact? Immediate Does the salesperson have a script to follow with each customer? Yes Does the salesperson treat different customers differently? No What is the ratio of salespeople to customers? One per person

What age and gender are the employees? Early twenties, male Are the salespeople using the store products? NA Do the salespeople have a uniform? Yes Do the salespeople match the stores image? Yes Products: What is the first product that you notice? Big ice cream cone Is there a central display table with featured products? No Where are items that are for sale located in the store? NA How are the products arranged? By function? By price? By color? By color Are there free samples or demonstrations? Yes What products are at eye level? NA, ice cream parlour What items in the store are in the least accessible locations? NA Where are the most and least expensive products located? Same window Are the prices of the products easy to find? Yes Are there impulse items near the cash register? Customers: Are most customers alone or with someone else? What is the relationship? With friends and famile What is the average age and gender of the customers? 20+, mix of both genders 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 minutes

Do customer touch the products? Is this encouraged? No, they might taste it Do most customers appear to be on a mission or are they browsing? Browsing for new flavours, mission to select one though What percent of customers purchase products in the store?

100% Other Observations: