Two stores, Target and CVS, were observed. Both stores had a red color scheme and automatic doors that made customers feel comfortable entering. Target had a high ceiling with hanging logos while CVS had a medicinal smell. Products were neatly arranged by function in both stores. Employees at Target seemed busy while CVS only had employees at checkout. Most customers at both stores were with others and on a mission, though CVS had more browsing customers.

1. Observation Lab
Two stores TARGET and CVS were observed.
Store: Target
Before you enter the store:
Does the store draw you in? If so, how?
Yes, they have a catchy sign which is bright red.
Is the door open or closed?
Door is closed.
How does this make you feel?
Even though it is a closed door, it says automatic and I know I dont have make
any effort to open it, so it makes me feel comfortable.
How big is the sign lettering and in what font?
Pretty big.
What does it tell you about the store?
That we have hit the right TARGET.
Environment:
What is the color scheme of the store? How does this affect
you?
Color scheme is bright red.
What type of floor does the store have? How does this effect
the environment?
Floor is white which contracts with the bright red.

2. How high is the ceiling? How does this feel?
Ceiling is high and it has wall hangings of target logos.
How brightly lit is the store? How does this affect you?
Some areas of the store are not brightly lit, because of which shopping is
difficult.
How loud is the environment?
Near the counter environment is loud.
What is causing the noise?
Counter beep, people who are asking for choices from their partners, babies
crying.
Is there music playing? If so, does it fit the environment?
Music is not playing.
Is the store warm or cold?
Cold. It is not warm.
Is the store crowed with merchandise or is it sparse?
Store is crowded with merchandise by neatly arranged.
Does the store have a distinctive smell?
No.
Where is the cash register located?
At the entrance.
How visible is the store security?
Near the cash register.
How long do you want to stay in this store?
15 mins.

3. Does the environment influence the perceived value of the
merchandise?
If it is well lit, then I feel to take a second look into the product. If its noisy, I
feel like staying away from the area. If the section is crowded, I like to move
away from people and shop in another section.
Personnel:
How long does it take before a sales person initiates contact?
TARGET employees seem to be busy with their own thing, unless we interrupt
them.
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?
1:10
What age and gender are the employees?
teens to mid 20s for inventory aisle management, older for cashiers and check-
out lanes.
Are the salespeople using the store products?
They are wearing TARGET branded / patterned clothes.
Do the salespeople have a uniform?
Yes.
Do the salespeople match the stores image?
Yes.

4. Products:
What is the first product that you notice?
Sale and Toys section.
Is there a central display table with featured products?
No.
Where are items that are “for sale” located in the store?
At the beginning.
How are the products arranged? By function? By price? By
color?
Function.
Are there free samples or demonstrations?
Yes.
What products are at eye level?
Yes, some products are below eye level.
What items in the store are in the least accessible locations?
Pet food.
Where are the most and least expensive products located?
Most expensive are located way in the back of the store. Least expensive in the
front of the entrance.
Are the prices of the products easy to find?
Yes. Inside the store there are barcode scanners.
Are there impulse items near the cash register?
Yes, chewing gums, chocolates.

5. Customers:
Are most customers alone or with someone else? What is the
relationship?
Customers are with someone else. Brothers, sisters, spouses, children.
What is the average age and gender of the customers?
People of all ages.
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?
10 mins.
Do customer touch the products? Is this encouraged?
Yes.
Do most customers appear to be on a mission or are they
browsing?
70% of customers are on a mission, 30% of customers browsing.
What percent of customers purchase products in the store?
All of them.
Other Observations:
Some of the findings and observations differed when I went
into the TARGET store in the morning and end of the night.

6. Store: CVS
Before you enter the store:
Does the store draw you in? If so, how?
Yes. It says 24 hrs open and we know we can try and get everything other than
clothes in there.
Is the door open or closed?
Door is closed.
How does this make you feel?
Even though it is a closed door, it says automatic and I know I don't have make
any effort to open it, so it makes me feel comfortable.
How big is the sign lettering and in what font?
Pretty big.
What does it tell you about the store?
It is a pharmacy store and its open 24 hrs and we can count on getting stuff
here even if it means coming late at night.
Environment:
What is the color scheme of the store? How does this affect
you?
Color scheme is dull red.
What type of floor does the store have? How does this effect
the environment?
Floor is green carpeted, it feel as if am walking on grass.
How high is the ceiling? How does this feel?
Ceiling is high and it has wall hangings of store sections and new specials.

7. How brightly lit is the store? How does this affect you?
Some areas of the store are not brightly lit, because of which shopping is
difficult.
How loud is the environment?
Near the pharmacy side.
What is causing the noise?
Counter beep.
Is there music playing? If so, does it fit the environment?
Music is not playing.
Is the store warm or cold?
It is not warm.
Is the store crowed with merchandise or is it sparse?
Store is crowded with merchandise and neatly arranged.
Does the store have a distinctive smell?
Yes, medicinal in nature.
Where is the cash register located?
At the entrance.
How visible is the store security?
Near the cash register.
How long do you want to stay in this store?
10 mins.
Does the environment influence the perceived value of the
merchandise?

8. Generally its crowded and not-so well lit and makes we want to wander from
section to section. Which makes me look at other things which generally
catches my attention.
Personnel:
How long does it take before a sales person initiates contact?
No employees are lingering around the aisles. There are only people in the
checkout counters.
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?
1:30
What age and gender are the employees?
above 30s cashiers
Are the salespeople using the store products?
They are wearing CVS branded / patterned clothes.
Do the salespeople have a uniform?
Yes.
Do the salespeople match the stores image?
Yes.
Products:

9. What is the first product that you notice?
Gift cards, accessories.
Is there a central display table with featured products?
Yes there are pamphlets.
Where are items that are “for sale” located in the store?
At the beginning.
How are the products arranged? By function? By price? By
color?
Function.
Are there free samples or demonstrations?
Yes.
What products are at eye level?
No, many products are shelved like medicines and toiletries and are therefore
not at eye level.
What items in the store are in the least accessible locations?
Walking sticks and baby diapers.
Where are the most and least expensive products located?
Most expensive(medicines) are located central in the store near the pharmacy.
Least expensive in the front and sides of the entrance.
Are the prices of the products easy to find?
Yes, generally on the shelf where your purchasing the item.
Are there impulse items near the cash register?
Yes, chewing gums, chocolates, gift cards.
Customers:

10. Are most customers alone or with someone else? What is the
relationship?
Customers are with someone else. Brothers, sisters, spouses, children.
What is the average age and gender of the customers?
People of all ages.
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?
15 mins.
Do customer touch the products? Is this encouraged?
Yes.
Do most customers appear to be on a mission or are they
browsing?
60% of customers browsing.
What percent of customers purchase products in the store?
Some of them, around 60%.