2. Context
• I
went
to
a
fairly
new
shopping
mall
called
City
Center
in
Kathmandu,
Nepal
to
conduct
my
observa(on
lab
• The
mall
is
eight
story
building
with
smaller
shops
• I
visited
the
mall
during
on
Wednesday
around
6:30
pm
and
also
post
a
major
one
week
shopping
holiday.
3.
4. Secina
Digital
World
• Before
you
enter
the
store:
This
was
a
modern
and
well
lighted
store
and
it
had
a
mockup
display
of
the
latest
Samsung
Galaxy
Note
2
phones
at
the
leP
display.
The
store
looked
well
stocked
with
the
latest
electronics
gadgets
from
Korea
and
Japan.
The
store
was
invi(ng
and
rightly
assume
it
had
the
latest
gadgets.
• Environment:
There
wasn’t
any
no(ceable
color
varia(on
except
for
the
neutral
colors
and
the
stacks
of
wall-‐to-‐wall
products
was
overwhelming.
I
felt
excited
but
unlike
Apple
Store
where
one
could
play
with
devices,
here
you
had
to
ask
the
sales
person
to
show
you
the
gadget.
The
leP
side
of
the
store
was
devoted
to
mobile
phones
while
the
center
of
the
store
was
stocked
with
cameras
and
video
cameras
while
the
right
side
had
other
electronic
devices.
The
counter
at
each
loca(on
had
their
premier
gadgets
displayed
with
clear
glass.The
floor
was
standard
mall
type
of
creamish
(le.
The
ceiling
was
about
14
P
high
and
the
store
was
brightly
lit.
There
were
no
music
and
except
for
the
noise
of
people
outside
the
store,
it
was
preWy
quite.
I
think
a
soP
music
would
have
made
the
shopping
experience
more
comfortable.
The
temperature
was
normal,
neither
cold
or
hot.
There
was
no
cash
register
but
instead
the
owner
of
the
store
was
the
cashier,
who
took
payments
and
gave
change
back.
Except
for
the
mall
security
outside,
the
store
had
no
visible
security
mechanism
that
I
could
observe.
I
would
have
stayed
longer
if
they
had
a
live
working
demo
unit
of
Samsung
Galaxy
Note
2
and
the
staff
were
friendly
and
helpful
and
the
environment
was
invi(ng
and
the
enhanced
the
perceived
value
of
the
merchandise.
5. Secina
Digital
World
• Personnel:
The
store
had
a
small
island
of
several
phones
that
customers
could
play
around
with
and
when
I
did
that
the
sales
person
appeared
and
answered
any
ques(ons
that
I
had.
The
staff
were
friendly
and
knowledgeable
and
did
not
seem
to
have
a
script
they
followed
and
wearing
their
regular
business
a[re.
There
were
three
sales
person,
all
men
ranging
from
late
20s
manning
the
mobile
phone
sec(on
to
the
owner,
in
his
late
50s
at
the
camera
sec(on.
• Products:
The
first
product
that
I
no(ced
was
the
Samsung
Galaxy
Note
2
that
was
prominently
displayed
in
leP
display
window
and
then
walls
of
digital
cameras
when
you
walked
into
the
store.
The
products
were
arranged
by
func(onality
such
as
mobile
phones
on
the
leP
wall,
cameras
in
the
middle
wall
while
other
electronics
to
the
right
wall.
Yes,
they
had
a
small
island
table
with
several
latest
model
of
mobile
phone
that
one
could
play
with.
Non
of
the
items
had
price
tag
and
since
all
the
items
were
behind
the
counter
in
a
class
enclosure,
one
had
to
seek
sales
person
assistance
to
check
an
item
out.
I
could
not
see
any
items
for
impulse
buying
opportunity.
• Customers:
There
were
no
customers
while
I
was
there
for
about
ten
minutes.
This
may
be
because
this
was
the
first
week
aPer
a
big
shopping
holiday
and
it
was
in
the
middle
of
the
week
in
the
evening.
• Other
observa-ons:
6.
7.
8.
9. GiP
House
• Before
you
enter
the
store:
The
store
was
located
right
next
to
the
escalator
and
had
windows
with
massive
display
crammed
with
products
with
a
small
open
door
in
the
middle.
The
leP
display
windows
had
designers
sun
glasses
while
the
right
display
window
had
spor(ng
goods.
The
store
didn’t
draw
me
in
since
the
display
windows
weren’t
appealing
and
couldn’t
see
the
inside
of
the
store
from
outside
and
I
don’t
relate
high
end
designer
glasses
with
basket
ball
and
badminton.
The
sign
was
a
decent
size.
• Environment:
The
store
had
a
very
neutral
color
and
it
was
crammed
with
products
with
very
liWle
space
for
customers.
The
store
had
about
ten
people
including
me
and
it
seemed
crowded.
The
ceiling
was
high
and
it
was
well
lit
and
there
were
no
music
and
again
no
noise
except
the
ambient
mall
noise
of
people
in
the
mall.
It
had
a
comfortable
temperature
and
no
dis(nc(ve
smell
and
no
store
security.
• Personnel:
As
soon
as
I
walked
in
the
store
sales
lady
immediately
make
eye
contact,
smiled
and
started
cha[ng
with
me.
She
had
a
script
where
she
emphasized
that
they
have
100%
money
back
guarantee
and
all
their
products
are
genuine
from
the
manufacturer,
a
point
she
emphasized
since
so
many
stores
are
selling
Chinese
knock-‐offs.
She
also
men(oned
that
they
have
couple
of
other
stores
in
different
loca(on
in
Katmandu.
This
store
had
four
sales
person,
two
men
and
two
woman,
all
in
their
early
40s
and
no
uniform
but
casually
dressed.
• Products:
Even
though
the
display
windows
had
designer
sun
glasses
and
spor(ng
goods,
the
first
thing
I
no(ced
when
I
walked
in
were
watches
in
front
of
me
in
center.
There
were
the
designer
sun
glasses
on
the
leP
and
just
a
small
frac(on
of
the
inside
the
store
had
spor(ng
goods.
There
were
no
demo
samples
and
everything
were
behind
the
counter
and
required
sales
person
assistance
to
examine
their
product.
• Customers:
There
were
a
middle
aged
couple
and
the
wife
was
trying
out
a
designer
sun
glasses
and
certain
to
walk
out
with
a
sun
glasses.
Another
three
people
looking
at
the
watches
and
didn’t
seem
ready
to
buy
those
expensive
watches.
10. GiP
House
• Before
you
enter
the
store:
The
store
was
located
right
next
to
the
escalator
and
had
windows
with
massive
display
crammed
with
products
with
a
small
open
door
in
the
middle.
The
leP
display
windows
had
designers
sun
glasses
while
the
right
display
window
had
spor(ng
goods.
The
store
didn’t
draw
me
in
since
the
display
windows
weren’t
appealing
and
couldn’t
see
the
inside
of
the
store
from
outside
and
I
don’t
relate
high
end
designer
glasses
with
basket
ball
and
batminton.
The
sign
was
a
decent
size.
• Environment:
The
store
had
a
very
neutral
color
and
it
was
crammed
with
products
with
very
liWle
space
for
customers.
The
store
had
about
ten
people
including
me
and
it
seemed
crowded.
The
ceiling
was
high
and
it
was
well
lit
and
there
were
no
music
and
again
no
noise
except
the
ambient
mall
noise
of
people
in
the
mall.
It
had
a
comfortable
temperature
and
no
dis(nc(ve
smell
and
no
store
security.
• Personnel:
As
soon
as
I
walked
in
the
store
sales
lady
immediately
make
eye
contact,
smiled
and
started
cha[ng
with
me.
She
had
a
script
where
she
emphasized
that
they
have
100%
money
back
guarantee
and
all
their
products
are
genuine
from
the
manufacturer,
a
point
she
emphasized
since
so
many
stores
are
selling
Chinese
knock-‐offs.
She
also
men(oned
that
they
have
couple
of
other
stores
in
different
loca(on
in
Katmandu.
This
store
had
four
sales
person,
three
men
and
one
woman
all
in
their
late
30s
and
no
uniform
but
casually
dressed.
• Products:
Even
though
the
display
windows
had
designer
sun
glasses
and
spor(ng
goods,
the
first
thing
I
no(ced
when
I
walked
in
were
watches
in
front
of
me
in
center.
There
were
the
designer
sun
glasses
on
the
leP
and
just
a
small
frac(on
of
the
inside
the
store
had
spor(ng
goods.
• Customers:
• Other
observa:ons:
11.
12. Denizen
• Before
you
enter
the
store:
The
jeans
focused
store
was
well
lit
with
display
of
mannequins
geared
towards
younger
hip
crowd.
I
could
see
the
lines
of
clothing
and
it
was
invi(ng
along
with
a
big
pictures
of
hipsters
at
the
back
wall
of
the
store.
The
sign
was
nice
and
big.
It
had
two
big
discount
sale
sign
even
though
it
didn’t
say
what
the
discount
amount
was.
• Environment:
The
layout
encouraged
me
to
browse
the
clothes
on
the
rack.
When
I
walked
in
I
could
see
the
table
with
clothes
for
sale
in
the
center
of
the
store.
There
were
distrac(ng
noise
nor
ambient
music.
The
store
had
men’s
clothing
on
the
leP
and
women’s
to
the
right
and
the
store
was
well
stocked
with
merchandise.
Couldn’t
see
a
cash
register
and
no
in
store
security.
I
thought
the
environment
did
help
influence
the
perceived
value
of
the
merchandise.
• Personnel:
There
were
two
sales
woman
in
their
late
20s
and
seem
not
to
pay
aWen(on
to
me
when
I
walked
in
even
thought
there
was
no
one
in
the
store.
APer
being
in
the
store
for
ten
minutes
and
browsing
the
jeans,
I
had
to
seek
the
aWen(on
of
sales
lady.
The
sales
ladies
were
not
wearing
a
uniform
and
I
don’t
think
they
matched
the
hipness
of
the
store
and
not
very
friendly.
• Products:
The
first
product
I
no(ced
when
I
walked
in
were
the
merchandise
on
the
display
table
in
the
center
of
the
store.
There
were
no
“for
sale”
merchandise
nor
any
of
the
items
marked
down
even
though
the
sign
outside
the
store
had
“discount
sale”
sign.
The
merchandise
were
arranged
by
sex
and
size.
The
price
tags
were
not
easy
to
find.
No
impulse
item
were
visible.
• Customers:
The
store
was
empty.
13.
14.
15. Spectrum
Merchandise
• Before
you
enter
the
store:
The
fitness
merchandise
were
clearly
visible
from
the
outside
but
seems
to
not
arranged
in
an
appealing
fashion.
It
was
just
put
there
and
the
store
wasn’t
appealing
and
didn’t
draw
me
in.
The
door
was
open
and
sign
leWering
was
very
large,
bit
out
of
propor(on.
The
store
space
seemed
too
small
in
propor(on
to
the
size
of
the
merchandise.
It
gave
me
an
appearance
that
the
store
was
too
small
and
not
well
organized.
• Environment:
The
store
color
scheme
of
the
store
was
red
and
off
white
and
the
floor
was
simulated
brown
wooden
floor.
The
ceiling
was
about
12
feet
and
the
store
was
well
lit
without
any
noise
or
background
music.
No
dis(nc(ve
smell
and
no
cash
register
in
site.
The
store
didn’t
seem
to
have
sold
out
of
some
of
the
items
such
as
dumb
bell
that
I
was
interested
in
buying.
The
merchandise
were
not
aWrac(vely
displayed
and
it
seems
they
just
piled
the
merchandise
where
there
was
space.
There
were
very
liWle
choice
of
merchandise
and
the
once
they
had
were
out
of
stock.
• Personnel:
When
I
first
entered
the
store
I
could
not
even
see
a
sales
man
who
was
slouched
in
a
low
chair
behind
the
counter.
He
didn’t
even
approach
me
for
ten
minutes
while
I
was
checking
the
ellip(cal
machines.
He
was
in
early
30s
but
wasn’t
dressed
well.
• Products:
The
product
I
no(ced
were
there
thread
mills
and
the
ellip(cal
machines
to
the
leP.
Because
of
the
size
of
the
merchandise
and
the
size
of
the
store,
the
store
looked
cramped
even
though
they
didn’t
have
lots
of
merchandises.
To
make
it
worse
they
had
not
taken
the
(me
and
effort
to
arrange
the
merchandise
in
aWrac(ve
manner.
None
of
the
items
had
price
label.
• Customers:
There
was
on
early
30s
male
customer
talking
to
the
sales
person
at
the
counter
and
no
one
showed
up
while
I
was
there
for
about
fiPeen
minutes.
16.
17.
18. Le
Mode
• Before
you
enter
the
store:
Even
though
the
store
didn’t
have
a
big
sign
leWering,
actually
there
was
no
sign
out
side
only
a
small
sign
at
the
far
end
inside
the
store,
I
was
aWracted
to
the
store
by
the
display.
It
was
very
well
lit
and
rows
of
shoes
with
different
colors
on
the
display
along
with
hand
bag.
If
I
was
a
woman
and
into
shoes
and
hand
bags,
this
would
be
the
store.
• Environment:
The
store
had
a
white
ceiling,
cream
colored
walls
and
beige
colored
floor,
brightly
lit
that
was
invi(ng.
There
was
no
distrac(ng
noise
nor
music
in
the
store
but
rows
of
shoe
and
hand
bag
selec(on
aWrac(vely
arranged.
• Personnel:
There
were
three
sales
staff,
two
young
woman
in
late
twen(es
and
a
young
man
also
in
his
late
twen(es
with
very
stylish
hair
cut.
One
of
the
sales
woman
made
an
eye
contact
and
quickly
approached
me
with
ques(on
as
to
how
she
could
help
with
merchandise
selec(on
advice
for
my
girlfriend
seeing
that
I
was
a
male.
I
no(ced
that
one
of
the
woman
was
wearing
the
shoes
from
the
store.
All
the
sales
people
were
dressed
casually
and
matched
the
image
of
the
store.
• Products:
The
first
product
that
I
no(ced
were
the
shoes
and
a
hand
bag
in
the
display
window.
Once
I
entered
the
store,
there
were
racks
of
shoes
from
the
eye
level
to
the
floor
and
hand
bags
on
the
upper
level
on
both
sides
of
the
store.
There
was
an
aisle
in
the
middle
of
the
store
with
merchandise
of
shoes
on
both
sides.
I
didn’t
see
any
“for
sale”
sign
or
in
store
promo(on.
Except
for
the
hand
bags,
all
the
shoes
were
easily
accessible
by
shoppers.
The
shoes
were
arranged
by
manufacturer
brand
name
instead
of
price
or
style
with
the
most
expensive
shoes
displayed
at
the
eye
level
and
cheaper
sandals
lower
towards
the
floor.
• Customers:
There
were
few
customers
all
women
in
their
thir(es
and
some
along
with
some
boy
friends,
who
really
didn’t
want
to
be
there
shopping
for
her
shoes.
19.
20. Palm
reader
• Before
you
enter
the
store:
This
was
an
unusual
business
in
this
mall
since
it
didn’t
have
a
store
front
or
an
enclosed
space.
There
was
a
tradi(onal
Hindu
Brahmin
(priest)
prac(cing
fortune
telling.
I
wasn’t
aWracted
to
this
business
but
for
people
that
believe
in
palmistry,
this
was
a
convenient
place.
• Environment:
This
was
simply
a
man
si[ng
at
one
corner
of
the
mall
with
two
chairs
reading
palms
and
giving
out
advice.
There
were
mall
noise
of
people
since
it
was
in
open
air
but
since
it
was
at
one
corner
of
the
building
the
ambient
noise
wasn’t
too
distrac(ng.
• Personnel:
There
was
one
man
in
his
late
50s
wearing
the
tradi(onal
Nepalese
cap
along
with
a
a[re
of
a
Brahmin
priest,
si[ng
on
a
large
rectangular
mat.
His
a[re
matched
his
profession
of
a
palmistry
and
exhibited
a
sense
of
confidence.
• Products:
The
first
thing
I
no(ced
was
that
it
was
his
knowledge
of
palmistry
that
he
was
selling
and
no
way
to
determine
the
value
except
by
word
of
mouth
reference.
I
also
no(ced
papers
that
he
was
write
the
birth
date
and
other
horoscope
related
informa(on
before
he
would
start
looking
at
the
right
hand
palm
of
his
customer.
• Customers:
I
saw
one
middle
aged
woman
who
sat
on
a
stool
next
to
him
and
was
intently
listening
to
the
palmist.
This
is
an
in(mate
interac(on
between
the
customer
and
the
palmist
who
I
assume
visits
him
at
regular
interval.
