1. SHOP NO. 1
• Does the store draw you in? If so,
how?
Yes, because of eye-catching
graphics
and tasteful interior.
• What is the color scheme of the
store? How does this affect you?
White/Grey/Black
• What age and gender are the
employees?
20-30
• What is the first product that you
notice?
Brown men’s trousers.

2. SHOP NO. 2
• Is the door open or closed?
Open
• How brightly lit is the store? How
does this affect you?
Very bright
• Are the salespeople using the
store products?
Yes, salespeople are wearing
store’s clothes.
• Are there free samples or
demonstrations?
No

3. SHOP NO. 3
• How big is the sign lettering and in
what font?
Yes, very big, Arial/Tahoma font.
• How loud is the environment?
Music playing in the background.
• Do the salespeople have a
uniform?
No
• Are there impulse items near the
cash register?
Yes: sweets, socks, cards.

4. SHOP NO. 4
• Is the store warm or cold?
Warm
• Does the environment influence
the perceived value of the
merchandise?
Yes
• How long does it take before a
sales person initiates contact?
Around 2min
• Is there a central display table with
featured products?
Yes

5. SHOP NO. 5
• Are the prices of the products
easy to find?
No
• When a customer enters the store,
do they tend to walk in the same
path or direction?
No
• Do customer touch the products?
Is this encouraged?
Yes
• Are most customers alone or with
someone else? What is the
relationship?
With someone

6. SHOP NO. 6
• How high is the ceiling? How does
this feel?
The ceiling is slightly low, it makes
the shop feel very small.
• Is the store crowed with
merchandise or is it sparse?
Crowded
• How are the products arranged?
By function? By price? By color?
By function.
• Where is the cash register
located?
At the front of the shop.