3. •The store did call my attention because on the outside it looks
spacious enough so as not to get overcrowded.
•It also called my attention because the advertisement is colorful.
Is the door open or closed?
•The doors were closed because they open as you come closer.
How does this make you feel?
•I did not like the fact that doors were closed because sometimes
it’s difficult for them to open as soon as one comes close, so I had
to wait until the sensor detected my body so that they could be open.
How big is the sign lettering?
• The sign is big enough for anyone to see it from a long distance. The
font is attractive.
What does it tell you about the store?
•The fact that the sign is big suggests that the atore is one of the biggest
in the city.

4. The color scheme of the store is green. This makes it very
attractive, specially for kids. Also, the store’s logo is a Jumbo
elephant, and there are giant stuffed animales all around the
store, and people dressed as huge elephants as well.
The store has ceramic floor tiles. It’s extremely bright.
sometimes it’s dangerous because it’s easy to slip.

5. The ceiling is extremely high, it must be around 15 mts. It
feels as if the store is endless from wherever the point you
are standing in.
The lights of the store are very bright, there is no dark space
within it. It feels comfortable and welcoming at the same
time because it’s daylight, not artificial light.
Noise might be a bit of a problem in this store. Sometimes it’s
quite annoying to listen to the music they set and the noise of
the machines that are on (the ones slicing jam, cheese, etc.)

6. Fortunately, the store is always warm. Valparaíso can be
extremely windy, specially in winterm so it’s nice to be inside
the sotre.
The store is crowded with merchanside, but the organization
make s it easy to find the things you need. There is a wide
variety of products in the store, but all of them classified
in such a way you can always find what you need.

7. The store does not have a distinctive smell, it feels just
like the outside. But, if you are standing right next to the
pastry section, it smells delicious!
The cash registers are located right next to the main entrance.
There is a long line of about 30 cash registers. Not all of them
are open at the same time, but if the place is crowded, the store
makes sure poeple can find as many as they need.

8. Security guards are never inside the atore, they are always
right at the entrance so they can make sure nobody steals
goods from the supermarket.
When I took the pictures, I honestly did not want to stay a long
time in the store because it was the day before elections, so
supermarkets are not allowed to open the next day. People usually
go crazy and the place is extremely overcrowded.
I believe the environment does influence the value of the
merchandise because if I compare this store with other
supermarkets which are more expensive, the organization of the
products is different, the music and the lights are different as well.
Other expensive supermarkets have security guards inside the
store, and they help people find what they need.

9. The cash register personnel is usually very friendly. They greet
the customer inmeditely.
The salesperson has a script to follow when greeting a customer.
the first they they do is to greet the person, then they ask for
ID tif they accumulate points in the store. Then, they let you know
the amount of money you have to pay, ask for donations if you
want to donate, and finally they say goodbye.

10. Salespersons do not treat customers differently. But I noticed
that they make sure people with disabilities have the chance to
pay first.
The store has about 30 cash registers, and there are always
enough cash registers for people not to line up for more than
5 minutes.
There are men and women employees. Regarding age, I’d say
from 18 to 70 more or less.
Salespeople use the store products and logo, and they wear uniforms
I believe they do match the store image.

11. The first product I noticed was wine. When you enter the store,
you can see a bunch of products in the middle of an aisle, these
are called islands. These are the central display products.
Items for sale are located in between the aisles: islands.
All the products are located by function within the store.
You can frequently find samples and demonstrations in the
pastry section.
The products which are at eye level are the ones which are not
extremely expensive but not cheap either.
The least accessible items in the store are the dog and cat items
(food, toys, etc.)

12. The prices of the products are quite easy to find, plus they have
small devices where you can slide the bar code of the products
so that you can find out whether it has a discount and the final
price of the product.
There are lots of impulse items near the cash registers. Most of
them are chocolates, sweets, and magazines.

13. Most of the customers are not alone. There are many families
that go to the supermarket together.
The average age of the customers si 20 to 60. It seems to me
there are are more women buying at the supermarket than men.
Customers who shop once a month (from what I could see) stay
about an hour or an hour and a half.
Customers touch products when choosing the items they will buy.
this is not encouraged but not frowned upon either.
Most customers appear to be on a mission, because they use the
big carts rather than the baskets.
I’d say 90% of customers purchase items in the store.