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Observation Report: Coffee Shops in the Philippines. Topic and Research Background
The focus of this observation research is general coffee shop behavior. ...
Submitted by mickeyt on February 17, 2007
Category: Business
Words: 2860 | Pages: 12
Views: 1746
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Topic and Research Background
The focus of this observation research is general coffee shop behavior. Two main reasons caused the group to arrive at this topic: first, the members' shared passion for coffee and the coffee experience; second, the practicality that can be afforded since some members are working on a coffee-oriented business for their BA 129 feasibility study. Coffee shop behavior is something that can be readily observed and it occurs within a short time interval so that research by observation is viable.
Since Starbucks is the unquestionable leader in the industry, it was decided that the behavior in its stores be the focus of observations. However, the group also recognizes that other industry players are also quite significant, thus the choice to expand observations into three other popular coffee chains Seattle's Best Coffee, Coffee Bean & Tea Leaf, and the Filipino-owned Figaro Coffee, while Starbucks remained the point of reference for many observations and descriptions.
Description of selected venues
Starbucks. Common to the Starbucks stores are the warm lighting, the jazz or chill out music, the ochre tables and big couches, and the familiar baristas in green aprons. The Katipunan branch draws a lot of students, flanked by Chiggy's and National Book Store, very close to an overpass and right at the side of the road. All three mall branches are located at the ground floor at spots that generate a lot of traffic.
Seattle's Best. The store's corner location at Megastrip is to be envied it is the most accessible coffee shop to people coming from the San Miguel Avenue area (say, San Miguel's employees and students of the UA&P). It has a seating capacity of about 120. The Katipunan branch is perfectly located as well, and the bright lighting contrasts with Starbucks' toned down atmosphere. It is a two-floor store right beside Kenny Rogers and is highly...
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