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- 1. coppel Before you enter the store: Does the store draw you in? If so, how? Gran variedad de departamentos con productos muy variados Is the door open or closed? Puertas abiertas How does this make you feel? Facil acceso How big is the sign lettering and in what font? Bastante grande en arial What does it tell you about the store? Es una cadena comercial con apariencia similar en sus sucursales Environment: What is the color scheme of the store? How does this affect you? Azul y blanco, no distracciones What type of floor does the store have? How does this effect the environment? Mozaico blaco encerado How high is the ceiling? How does this feel? Alto, bien espaciado How brightly lit is the store? How does this affect you? Bien iluminada, buen ambiente How loud is the environment? tranquilo What is causing the noise? Voces de los clientes y empleados Is there music playing? If so, does it fit the environment? no Is the store warm or cold? calido Is the store crowed with merchandise or is it sparse? Repleta de mercancia Does the store have a distinctive smell? no Where is the cash register located? Al fondo en el segundo piso How visible is the store security? Estan en la entrada How long do you want to stay in this store? Menos de media hora
- 2. Does the environment influence the perceived value of the merchandise? no Personnel: How long does it take before a sales person initiates contact? inmediatamente Does the salesperson have a script to follow with each customer? si Does the salesperson treat different customers differently? no What is the ratio of salespeople to customers? 1/15 What age and gender are the employees? 25 mujeres Are the salespeople using the store products? no Do the salespeople have a uniform? si Do the salespeople match the stores image? si Products: What is the first product that you notice? Reproductores de mp3 Is there a central display table with featured products? si Where are items that are “for sale” located in the store? En aparadores y gradas How are the products arranged? By function? By price? By color? Por funcion Are there free samples or demonstrations? no What products are at eye level? La mayoria What items in the store are in the least accessible locations? Camas y bicicletas Where are the most and least expensive products located? Los menos caros a la entrada, mas caros al fondo Are the prices of the products easy to find? si Are there impulse items near the cash register? si
- 3. Customers: Are most customers alone or with someone else? What is the relationship? solos What is the average age and gender of the customers? 35 When a customer enters the store, do they tend to walk in the same path or direction? - si How long do customers stay in the store, on average? Media hora Do customer touch the products? Is this encouraged? no Do most customers appear to be on a mission or are they browsing? cureoseando What percent of customers purchase products in the store? 1/20 Other Observations: rapida rotacion de empleados sugiere que no es un buen lugar para trabajar
- 4. fabrica de dulces regionales Before you enter the store: Does the store draw you in? If so, how? no Is the door open or closed? No puertas, cortinas How does this make you feel? How big is the sign lettering and in what font? Cubre el local arial What does it tell you about the store? Environment: What is the color scheme of the store? How does this affect you? Amarillo y blanco, not bad What type of floor does the store have? How does this effect the environment? Mozaico, descuidado How high is the ceiling? How does this feel? Bastante alto y espacioso How brightly lit is the store? How does this affect you? Luz natural How loud is the environment? Bastante ruidoso What is causing the noise? exterior Is there music playing? If so, does it fit the environment? no Is the store warm or cold? frio Is the store crowed with merchandise or is it sparse? Llena de mercancia Does the store have a distinctive smell? si Where is the cash register located? En medio del local How visible is the store security? No hay seguridad How long do you want to stay in this store? 10 minutos
- 5. Does the environment influence the perceived value of the merchandise? no Personnel: How long does it take before a sales person initiates contact? inmediatamente Does the salesperson have a script to follow with each customer? si Does the salesperson treat different customers differently? no What is the ratio of salespeople to customers? 1/10 What age and gender are the employees? 25 mujeres Are the salespeople using the store products? si Do the salespeople have a uniform? si Do the salespeople match the stores image? si Products: What is the first product that you notice? cajeta Is there a central display table with featured products? si Where are items that are “for sale” located in the store? En un aparador How are the products arranged? By function? By price? By color? Por funcion Are there free samples or demonstrations? si What products are at eye level? Cajeta, alfafor, jamoncillos, etc. What items in the store are in the least accessible locations? Los de venta a granel Where are the most and least expensive products located? Todos estan de muestra en el aparador Are the prices of the products easy to find? no Are there impulse items near the cash register? si
- 6. Customers: Are most customers alone or with someone else? What is the relationship? En familias o grupos What is the average age and gender of the customers? 45 When a customer enters the store, do they tend to walk in the same path or direction? - si How long do customers stay in the store, on average? 20 minutos Do customer touch the products? Is this encouraged? no Do most customers appear to be on a mission or are they browsing? mission What percent of customers purchase products in the store? 90% Other Observations: en la fabricacion de dulces los trabajadores son hombres ente los 20 y 30 años en las ventas todas son mujeres entre los 18 y 30 años actividades especializadas de los empleados.
- 7. bordados y cobertores Before you enter the store: Does the store draw you in? If so, how? Local bastante grande con enorme cantidad de productos Is the door open or closed? Cortinas How does this make you feel? How big is the sign lettering and in what font? No hay letreros What does it tell you about the store? La imagen es el acomodo de los productos Environment: What is the color scheme of the store? How does this affect you? Piso blanco paredes cubiertas por cortinas y cobertores de muestra What type of floor does the store have? How does this effect the environment? Azulejo How high is the ceiling? How does this feel? Bastante alto, chaparro How brightly lit is the store? How does this affect you? Bien iluminada, buena vista de los productos How loud is the environment? tranquilo What is causing the noise? Is there music playing? If so, does it fit the environment? no Is the store warm or cold? calida Is the store crowed with merchandise or is it sparse? Llena de mercancia Does the store have a distinctive smell? si Where is the cash register located? Junto a la salida How visible is the store security? Es visible la pantalla con camaras grabando How long do you want to stay in this store? 10 minutos
- 8. Does the environment influence the perceived value of the merchandise? no Personnel: How long does it take before a sales person initiates contact? inmediatamente Does the salesperson have a script to follow with each customer? 10 Does the salesperson treat different customers differently? no What is the ratio of salespeople to customers? 1/10 What age and gender are the employees? 25 mujeres Are the salespeople using the store products? no Do the salespeople have a uniform? no Do the salespeople match the stores image? si Products: What is the first product that you notice? playeras Is there a central display table with featured products? no Where are items that are “for sale” located in the store? En bultos en el piso y cubriendo las paredes How are the products arranged? By function? By price? By color? Por funcion Are there free samples or demonstrations? no What products are at eye level? Cobertores, toallas, playeras, gorras, etc. What items in the store are in the least accessible locations? Manteles bordados Where are the most and least expensive products located? Los menos caros son bultos en el suelo, los mas caros en aparador Are the prices of the products easy to find? no Are there impulse items near the cash register? no
- 9. Customers: Are most customers alone or with someone else? What is the relationship? solos What is the average age and gender of the customers? 40 When a customer enters the store, do they tend to walk in the same path or direction? - si How long do customers stay in the store, on average? 10 min Do customer touch the products? Is this encouraged? Si Do most customers appear to be on a mission or are they browsing? curioseando What percent of customers purchase products in the store? 10% Other Observations: la majoria de los trabajadores en los comercios visitados son mujeres entre los 18 y 30 años y algunas de mas de 50.