9. time
… wanting to spend because of atmosphere, staff, products, ...
10. other observations
few vs. many products
exclusivity vs. competition
experience vs. price
only 2 stores had sales articles
one-time vs. returning customers
tourists vs. locals
cheapest article from € 0,01 to € 17,95
impact of space & cleanliness
different perceptions of service
best brand (apple) does not use store advertisement