This paper is about the observational research I did for Starbucks Corporation in Round Lake Illinois I observed their customers consuming their product. Starbucks café is amongst the most popular retail coffee shop in the United States. On completing this observation, I came to the conclusion, that the major customers of Starbucks were women in the age group of 17 to 70 years of age.
Of my two hours of visit at Starbucks in Round Lake Illinois on a Wednesday I observed that there was merchandise for example cups, mugs, coffer makers, journals etc displayed as soon as I entered the café. There was a line of six people waiting to place their orders. Most of the customers stared at the menu board and then ordered, while some knew exactly what they wanted and ordered right away. Few asked the cashier about the new drink that was displayed right next to the cash register which happened to be pumpkin spice latte. 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 ones sitting there were mainly college students who were working on their laptops and few elderly people reading the 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 treat. Most of the customers I observed were females anywhere from 17 to 70 years of age. There were 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.
Many customers while waiting for their coffee wandered around the merchandise displayed, four customers bought something two customers purchased cups the third customer bought a coffee maker and the other a travel mug. Most of the customers ordered hot lattes rather than regular...