CAIE A-Level Psychology A2 2.1.1 Retail Store Design Questions

Outline one type of store interior design.

Syllabus: 2.1.1 types of store interior design including grid, freeform and racetrack layouts;

Award 2 marks for a detailed outline.

Award 1 mark for a partial outline.

Definitive answer:

- Grid: a rectangular arrangement of displays with long aisles that run parallel to one another (1). This makes efficient use of selling space with increased product display space. Shopping is simplified with clear, distinct traffic aisles. However, the customer is forced to follow a certain path in the store (2).

- Free form: arranges displays and aisles in a free-flowing and asymmetric pattern (1) using different sizes, shapes, and styles of displays. It is used by large department stores to increase the time spent in the store (2).

- Racetrack/boutique: arrangement is in individual, semi-separate areas, each built around a theme to create an unusual, interesting and entertaining shopping experience (1). The design leads customers through specific paths to visit as many sections as possible. It encourages impulse purchasing (2).

Syllabus: 2.1.1 use of virtual store layouts, including a study, e.g. Vrechopoulos et al. (2004).

Award 2 marks for an appropriate suggestion stated and applied to study with detail / elaboration / example.

Award 1 mark for an appropriate suggestion identified but not applied.

Answers may include:

- Conduct a field experiment: participants can be exposed to different layouts (IV) and complete various tasks (DV) or are then asked about their experiences and/or feelings/satisfaction.

- Give a questionnaire or interview to determine shopping experiences based on what people think about different layout options.

- Conduct an observation in various layout options and record time taken to find an item/negotiate the store (this would be most difficult of the three) but no data on experiences/satisfaction.

Other appropriate responses to be credited.

Explain two weaknesses of using virtual store layouts to study store interior design.

Up to 2 marks for each weakness $\times 2$.

Award 2 marks for an appropriate weakness stated and applied as required by the question with detail / elaboration / example.

Award 1 mark for an appropriate weakness stated but not applied.

Answers may include:

- VR may have side effects such as simulator sickness - dizziness, nausea, headache and eyestrain (1) which does not happen in a real store (2).

- VR isn't real. To what extent can studies using VR be generalised? (1) A real store provides real feedback regarding shape, size - can walk around in 'real space' (2).

- VR excludes idiothetic input and other variables such as smell (1) which are all present in a real store, whatever the layout (2).

Other appropriate responses to be credited.