OBSERVATIONAL RESEARCH PAPER This paper is about the observational research I did for Starbucks Corporation. I observed their customers consuming their product. Starbucks is amongst the most popular coffee retail shop in United States. On completing this observation, I came to the conclusion, that the major customer of Starbucks were women in the age group of 18 to 70 years of age. Of my six hours of visit at Starbucks on a Wednesday I observed that there was merchandise for example cups, mugs, coffer maker, t-shirts etc displayed as soon as I entered the caf’e.
And then there was a short line to place the order. Most of the customers stared at the menu board and then ordered, while some knew what they wanted and ordered right away. Few ask the cashier about the new drink that was displayed rite next to the cash register. Almost 90% of the customers paid for their coffee by cash, and 10% by debit or credit card. I also noticed that not many people left any tips. Most of all the orders were take out and a very small percent preferred to sit there and have their coffee.
Amongst the one sitting there were mainly college students who were working on the laptops and few elderly people reading newspaper or talking with their partner or friends. I noticed as it was getting early in the evening customers usually took coffee and a cookie or a cake, some kind of snack. Most of the customers I observed were females anywhere from 18 to 70 years of age. There not many male customers compared to females. males were usually older men between 30 to 65 years, here were not many young men between 18 to 25.
Billions of people across the globe choose to have a cup of coffee each morning to start the day or as a morning work break but coffee has become more than just a drink. Coffee has become an ingrained part of various cultures and coffee shops can be found in most every city around the world. It is little wonder that coffee ranks among the world’s largest commodity markets second only to oil ( ...
Many customers while waiting for their coffee wandered around the merchandise displayed, but none of them bought any of it. Most of the customers ordered hot Lattes rather than regular coffees. Many older women preferred fat-free milk in their coffee’s or lattes. Most of the elderly customers ordered decaffeinated coffee or chai tea.
And seemed as if they came there regularly upon their conversation with the cashier. There weren’t any young customer who had such conversations with the cashier. Few customers also purchased gift certificates along with their coffee. Therefore from the above observation I came to conclusion that Starbucks major customers were women between 18 to 70 years and college students. Who usually prefers fresh rich brewed coffee beverages over the regular coffee available in any fast food restaurants.