Assignment 2

ARE YOU PAYING ATTENTION?By

Jirang Kumnuanta

At First Glance

Souvenir Shop Environment• Color scheme: White – Yellow -

Brown• Ceramic tile floor / 3m. Ceiling• Fluorescent lightings• Air conditioning room • Glass swing door let the

natural light to pass through• No street noise• Soft pop music• No distinctive smell• Cash register is closed to the

entrance• Surveillance cameras• The environment influence the

perceived value

Personnels

• Treat customers similarly

• 1:1 staff / customer

• 2 Female employees

• Salespeople using store products

• Staffs wear local costume

• No script using• Salespeople match

the store image

Products Customers

• Local souvenirs are the major product

• Central display table

• Divided in different sections

• No “for sale” items• Customers can

touch products• All products are

easy to reach• impulse items near

the cash register• Easy to find the

price

• Most customers are a tourist group

• 20-50 years old• Customers walk to

different paths• Average time is 30

mins• products are

always touched• Most customers

are browsing• 50% purchase

Environment• Color scheme: Green• Cement floor / 2.5 m.

Ceiling / Open area• Natural light• Natural Air• Closed to a road, but not

noisy• No music• No distinctive smell• Cash register is at the left

back of the room• No store security• The environment influence

the perceived value

Personnels

• Treat customers similarly

• 1:1 staff / customer

• Run by 1 owner• 60 years old

female• No script using• No uniform • Salespeople

doesn’t match the store image

Products Customers

• Plants are the major product

• Central display gardening accessories

• No “for sale” item• All products are

touchable and easy to reach

• No impulse items near the cash register

• No price showed

• Most customers are a couple or a family

• 25 - 50 years old• Only 1 main path

to walk• Average time is 15

mins• Customers appear

to be browsing• About 20 %

purchase

Aquarium Shop Environment• No color scheme • Brick floor / 3m. Ceiling• Fluorescent lightings /

natural light• Natural Air• Closed to a road, but not

noisy• No music• No distinctive smell• Cash register is at the right

of the entrance• No store security• The environment doesn’t

influence the perceived value

Personnels

• Treat customers similarly

• 1:1 staff / customer

• Run by 1 owner• 45 years old male• No script using• No uniform • Salespeople match

the store image

Products Customers

• Fishes is the major product

• Central display aquarium

• No “for sale” item• Fishes are keep

untouched• Accessories for

aquarium are touchable

• All products are easy to reach

• impulse items near the cash register

• Easy to find the price

• Most customers are with friends or family

• 5 - 45 years old• Only 1 main path

to walk• Average time is 20

mins• Customers appear

to be browsing• More that 50%

purchase

Phone Shop Environment• Color scheme: Blue – White• Ceramic tile floor / 3m. Ceiling• Fluorescent lightings• Air conditioning room • Glass sliding door prevent the

street noise to get in• Soft pop music• No distinctive smell• Cash register is in the back of

store• Surveillance cameras• The environment influence the

perceived value

Personnels

• Treat customers similarly

• 1:1 staff / customer

• 3 Female employees

• Salespeople using store products

• The uniform is in Blue-White

• No script using• Salespeople match

the store image

Products Customers

• Telephone is the major product

• Central display table

• 5/6 don’t have “for sale” items

• Customers can trial products

• All products are easy to reach

• No impulse items near the cash register

• Easy to find the price

• Most customers are alone

• 20-40 years old• Only 1 path to

walk• Average time is 15

mins• products are

touched if interested

• Some customers come for a service, some browsing products

Environment• No color scheme• Polished concrete floor / 3

m. Ceiling• Fluorescent lightings• Natural air room • Full of traffic noise

• No music / distinctive smell• Cash register is in the back

of store• No store security• The environment influence

the perceived value

Personnels

• Treat customers similarly

• 1:1 staff / customer

• Run by 3 owners, 4 employees

• No script using• No uniform • Salespeople

doesn’t match the store image

Products Customers

• Machine hardware are the major product

• No central display• No “for sale” item• Customers can

touch items• Some products are

hard to reach• No impulse items

near the cash register

• No price showed

• Most customers are alone

• 20 - 45 years old• Customers walk in

different paths• Average time is 15

mins• Customers can

touch some products

• Most come for browsing

• More that 40% purchase

Environment• No color scheme• Polished concrete floor / 2.5 m.

Ceiling• Fluorescent lightings, but still too

dark• Natural air room • Full of traffic noise• No music• No distinctive smell• Cash register is in the right back of

store• No store security• The environment influence the

perceived value

Personnels

• Treat customers depends on customers’ mission

• 1:1 staff / customer

• Run by 2 owners• 32 years old

couple• No script using• No uniform • Salespeople match

the store image

Products Customers

• Computer accessories are the major product

• No central display• No “for sale” item• Customers can touch

items• Computer bags are

hard to reach• Many accessories are

locked in display counters

• No impulse items near the cash register

• No price showed

• Most customers are alone

• 20 - 45 years old• Only 1 path to

walk• Average time is 15

mins• Customers can

read product specifications

• Most come for advices & services

• More that 50% purchase

Personnels

• 5/6 Treat customers similarly

• 100% 1:1 staff / customer

• 4/6 Run by owners• 100% has no script

using• 4/6 have no

uniform • 4/6 Salespeople

match the store image

Products Customers

• 4/6 have central display

• 5/6 have no “for sale” item

• Customers can touch items

• 4/6 of stores easy to reach all products

• 5/6 don’t have impulse items near the cash register

• 50% don’t show the price

• 4/6 customers use the same path

• Most customer spend less than 30 mins

• Customers can read product specifications

• Most come for advices & services

• More that 50% purchase