Coffee Houses: An in-depth investigation into who the modern coffee house customer is, why coffee is their drink of choice and what motivates their consumption behaviour.
Davies, Mari Gwyndaf Griffiths
Cardiff Metropolitan University
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Purpose - The purpose of this dissertation is to investigate coffee drinking patters; and who are the main coffee shop customers in the 21st century. A further aim of this research project is to investigate what motivates the coffee customer's consumption behaviour. Design/methodology/ approach - The research for the research project was collected in the organisation that is the main case study for this dissertation - "Oriel Tir a Môr Gallery''. 100 of the coffee shop customers were asked to answer a quantitative questionnaire on their coffee consumption behaviour. The author also used participant observation as a large aspect of the research project, to enable to see if they are any re occurring trends in the coffee shop. Another form of research the author used was autoethnography, which enables the author to use past experiences to generate information. The results of the research proses are presented in the results chapter of the dissertation. Findings - The findings are key to this dissertation and do suggest that there are a specific relationship between the stereotypes of customers who visit coffee shop.
BA Enterprise Project
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