This report analyzes the role of personal, social and situational factors in consumer behavior in the unisex shoe store category. Observations were conducted at three different shoe retailers, including Town Shoes, Payless Shoe Source, and The Shoe Company. These three stores offer very diverse retail environments aimed at different demographics of people. This report also found that the retail environment, such as music, lighting and organization, had an effect on consumers' actions in the store. Time of day also had an effect on consumer purchasing behavior.Environmental AnalysisTown Shoes: The store had bright lights and loud pop culture music without lyrics, which attracted a younger customer base. “Buy one, get half” signs were posted around the store, encouraging consumers to purchase more than one pair of shoes. The shoes are displayed without any form of organization; branded shoes are mixed with poor quality non-branded shoes, all stored in piles on the floor. There is no specific try-on area where shoppers can try on their shoes and salespeople were mostly unavailable to answer questions due to the high turnover of customers entering and exiting the store. Sale racks that show 50% off contain mixed shoes of different colors, styles and sizes. Most of the shoes are for the current season (i.e. sandals, pumps) and the majority are women's sandals and heels. Payless: The discount signs and cheap price of shoes attract a lot of attention to this store. Medium lighting with soft background music provides consumers with a relaxing environment for shopping. Shoes are presented in warehouse style based on size, gender and accessories. There are also mid-range bags and accessories located near the checkout that satisfy the consumer's desire to participate in summer fashion. The layout of the store means that there is no other inventory since all the shoes are on display. Most shoes only target the current season. There are a limited number of try-on areas at the end of the aisles near the back of the store, encouraging shoppers to test out the shoes. Employees do not appear to approach customers to help them, but are available to answer their questions. The Shoe Company: Recognizable designer shoes are on display to attract consumers who are looking for quality shoes or who want to identify as having higher social status..