1. Observation Lab Assignment 2 – Thiagu Ram
Local grocery store (Murugan Store)
Before you enter the store:
Does the store draw you in? If so, how?
Yes, the store has 2 levels, with frontage full of glass, showing what’s in both the floors.
Is the door open or closed?
Open
How does this make you feel?
How big is the sign lettering and in what font?
4 feet X 10 feet
What does it tell you about the store?
Grocery store
Environment:
What is the color scheme of the store? How does this affect you?
Light color tiled floor with dark shelves and chrome hand rail. I felt comfortable. The shopping space had more natural
light.
What type of floor does the store have? How does this effect the environment?
Light color tiled floor. Neutral.
How high is the ceiling? How does this feel?
10ft. The space felt more open
How brightly lit is the store? How does this affect you?
The store was bright with natural light and less of electric bulbs. I felt better with natural light.
How loud is the environment?
Average.
What is causing the noise?
Customers and store sales men.
Is there music playing? If so, does it fit the environment?
No.
Is the store warm or cold?
Warm, the air conditioner was not working.
Is the store crowed with merchandise or is it sparse?
Fully of merchandise.
Does the store have a distinctive smell?
The smell varied depending upon the product isle.
Where is the cash register located?
Few feet away from the store entrance.
How visible is the store security?
No store security.
How long do you want to stay in this store?
Get out as soon as possible.

2. Does the environment influence the perceived value of the merchandise?
No.
Personnel:
How long does it take before a sales person initiates contact?
I need to contact them, if I need help.
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 :5
What age and gender are the employees?
Age 18 to 30, both male and female.
Are the salespeople using the store products?
No.
Do the salespeople have a uniform?
Yes. Only in cosmetics
Do the salespeople match the stores image?
Yes.
Products:
What is the first product that you notice?
Brooms.
Is there a central display table with featured products?
No.
Where are items that are “for sale” located in the store?
Everywhere.
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?
no specific pattern.
What items in the store are in the least accessible locations?
None
Where are the most and least expensive products located?
Most expensive is cosmetics. Least is rice.
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?

3. With spouse and children.
What is the average age and gender of the customers?
Average age 40. Both male and female.
When a customer enters the store, do they tend to walk in the same path or direction? –
No.
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?
On a mission.
What percent of customers purchase products in the store?
95%
Other Observations:
Observation Lab
local super market
Before you enter the store:
Does the store draw you in? If so, how?
Yes. Bright sign glass frontage showing store contents.
Is the door open or closed?
Open.
How does this make you feel?
Comfortable.
How big is the sign lettering and in what font?
5ft X 15 ft
What does it tell you about the store?
Supermarket.
Environment:
What is the color scheme of the store? How does this affect you?
Light colored floor and neutral colored shelves.
What type of floor does the store have? How does this effect the environment?
Tiled floor. Makes the environment look nice and clean.
How high is the ceiling? How does this feel?
15 ft ceiling. Made the store appear more spaces.
How brightly lit is the store? How does this affect you?
The store was well lite. Convenient to find stuff.
How loud is the environment?
Average with some regional music.

4. What is causing the noise?
Music from the store audio.
Is there music playing? If so, does it fit the environment?
Yes. It fits the time of the day.
Is the store warm or cold?
Slightly cold.
Is the store crowed with merchandise or is it sparse?
Yes.
Does the store have a distinctive smell?
No.
Where is the cash register located?
Closer to the entrance.
How visible is the store security?
Yes.
How long do you want to stay in this store?
Not long.
Does the environment influence the perceived value of the merchandise?
No.
Personnel:
How long does it take before a sales person initiates contact?
I had to contact them when I needed help.
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?
1:3.
What age and gender are the employees?
18 to 40.
Are the salespeople using the store products?
Not sure.
Do the salespeople have a uniform?
Yes.
Do the salespeople match the stores image?
No.
Products:
What is the first product that you notice?
Festival of lights is in November in India. I saw products pertaining to that.
Is there a central display table with featured products?
No.
Where are items that are “for sale” located in the store?
Everywhere.

5. 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?
All kinds of products unlike Wal-Mart that keeps toys chocolates at cart handle level.
What items in the store are in the least accessible locations?
Nothing.
Where are the most and least expensive products located?
Mixed.
Are the prices of the products easy to find?
Yes.
Are there impulse items near the cash register?
Chocolates.
Customers:
Are most customers alone or with someone else? What is the relationship?
With family and some came alone
What is the average age and gender of the customers?
27, mostly women.
When a customer enters the store, do they tend to walk in the same path or direction? –
No
How long do customers stay in the store, on average?
20 min.
Do customer touch the products? Is this encouraged?
Yes. Yes
Do most customers appear to be on a mission or are they browsing?
Both type of customers where there.
What percent of customers purchase products in the store?
75%
Other Observations: