Due to interview guidelines, preliminary code tree was formed. The reason of preliminary structure is because we left us a chance to make minor changes after analysing interviews. We are convinced that a little flexibility can bring us to more prospective results. Thus, code tree consists of three levels: reason of purchase; stop characteristics (other shops), shop characteristics (pharmacy, as a point of sale) and last level synergy between emotional and physical shop characteristics. We assume, that last level will appear in process of code analysing process. We distributed 100 points of weight to each level to have equality for each level.
First level of code tree, which called “Reason of purchase” belongs to general understanding of why
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Product and store direction reasons have the same weight of 45 points, as we decided that we want to see, which reason will be mentioned most and for that we need measurement, which will be equal. We think that both of this reasons are same important. Sub-code named “Other reasons apart of product of store by itself” is less important and difficult in general objectively to explain, that is why we gave weight 10 points for it.
Second level “Store characteristics” is more diverse and complicated, as it has three sub levels. First sub-level is “Store characteristics of other stores”, which describes main store characteristics (all other stores except pharmacy), which were mentioned during the interviews; this code helps to identify with which words people describe stores, where they are buying cosmetics. Current code is cumulative, which means no direct citation. This sub-lever is equal to “Store characteristics of pharmacy”, where codes describe main store characteristics (pharmacy), which were mentioned during the interviews; this code helps to identify with which words people describe pharmacy, as a store, where