Conclusion

After my research on Starbucks outlet in AEON Maluri, I found out that most of the customers who came to Starbucks are Chinese.   In addition, the customers in Starbucks AEON Maluri consists of more female customers than male customers.  Customers who are between 16 to 25 years old also most likely will came to Starbucks compared to other age groups of customers.

Based on my observation, Starbucks provides different choices of beverages and food which is halal to the customers.  Customers can choose what they want in the store.  Starbucks also provides a comfortable environment for the customers by having air conditioner in the store.  The comfortable environment provided suitable for customers to enjoy their coffee in Starbucks.   Besides that, Wi-Fi also provided for the customers to connect to Internet for social networking, study and business purposes.  It is convenient for the customers nowadays.  

In conclusion, Starbucks outlet in AEON Maluri has more customers who are Chinese, female and age between 16 to 25 years old.  The beverages, food and services provided by Starbucks able to attract them more than others.  The increase of these three groups of customers which are Chinese, female and between 16 to 25 years old can increase the sales of the Starbucks more.  

Analysis of result in chart form

Chart 1.0

Chart 1.0 shows the summary of result of different types of customers who came to Starbucks in AEON Maluri between 10.30a.m. till 1p.m.

Chart 2.0

Chart 2.0 shows different races of customers who came to Starbucks.

Chart 2.1

Chart 2.1 shows the average of different races of customers who came to Starbucks.

Chart 3.0

Chart 3.0 shows different gender of customers who came to Starbucks.

Chart 3.1

Chart 3.1 shows average of different gender of customers who came to Starbucks.

Chart 4.0

Chart 4.0 shows different age group of customers who came to Starbucks.

Chart 4.1

Chart 4.1 shows average of different age group of customers who came to Starbucks.

*Please click the pictures to enlarge them.

Analysis of result in table form

Table 1.0

Table 1.0 shows the result of different types of customers who came to Starbucks in AEON Maluri between 10.30a.m. till 1p.m.

*Please click the picture to enlarge it.

Photos taken during the observation of the research

Customers queue up here to order and pay for the beverages and food.

Customers stay here for communicating.

Area for straw, sugar and brochures.

Starbucks office hours and halal logo.

Smoking area for the customers.

Menu and food displayed for the customers.

Entrance of Starbucks store.

Customers stay here for study.

Observations

My observation of Starbucks outlet in AEON Maluri had been conducted on 2 December 2012 from 10.30a.m. until 1p.m. The observations are divided into 10 session with 15 minutes of time interval.  The result of the observations are as below:

• Starbucks store hours is from 10a.m. until 11p.m. daily.  
• Starbucks has menu against the wall behind the cashier.
• Starbucks sells different types of beverages such as frappuccino blended beverage.
• Starbucks also sells cakes and sandwiches.
• The food and beverages in Starbucks are halal. 
• There is an area where the sugar, straw and brochures provided.
• A few drawings are hang on the wall of Starbucks.  
• Starbucks provides Wi-Fi in the store.
• Starbucks has 2 workers in the store, a male and a female. They are in charge in making the beverages and as a cashier.  
• There is air conditioner provided in the store.
• The tables and chairs are put inside and outside the store.
• There is a smoking area provided outside the store.
• There are 38 customers came to Starbucks between 10.30am to 1p.m.
• An average of 4 customers will came to Starbucks every 15 minutes.
• Most of the customers in Starbucks are Chinese.
• Female customers in Starbucks are more than male customers.  There are 27 female and 11 male customers between 10.30am to 1p.m.
• Most of the customers who came to Starbucks are between 16 to 25 years old.  
• The customers who came to Starbucks mostly is for study and communication purposes.    

Welcome to my Business Research blog

Welcome visitors! I am Chan Wai Hoong from AIN1 2012/13 in Tunku Abdul Rahman College. This blog is created for my Business Research assignment purpose.  The store I chose for the research is Starbucks.  Starbucks has been the premier roaster and retailer of specialty coffee since year 1971.  In addition, Starbucks had sold their products in over 17, 000 stores in more than 55 countries.  Starbucks's mission is to inspire and nurture the human spirits where one person, one cup and one neighborhood at a time.

The franchise i chose for the research is Starbucks in AEON, Taman Maluri, Malaysia.  The AEON Maluri is located opposite the LRT Maluri Station.  The outlet is located  at the left of exterior building of AEON.  The purpose for this research is to find out how the customer types affects the sales of Starbucks.  In order to do this research, i had went to the Starbucks outlet in AEON Maluri on 2 December 2012 for observation.  The result of observation will be posted soon in my blog.