You are on page 1of 47

Purpose The purpose of this paper is to study the preference in layout for coffeehouse comprises of the entrance zone,

, interior space, interior design, lighting effect and the furniture itself that can lure customers with respect to The Coffee Bean & Tea Leaf and Starbucks. Design/methodology/approach Data were collected throughout 60 questionnaires survey given to varying group sizes and activities. Findings The results indicate that preference in layout for the case coffeehouses retail indeed has significant influence towards luring customers. Research limitations/implications The study did not consider demographic variables like income and education level as factors that might affect consumers attraction towards coffeehouse retail.

Practical implications The findings can help coffeehouse retailers


in improving their display and layout design by focusing on the

recommended preference. The research helps coffeehouse retailers


to combat the competitive pressures of organized retailing preference

in layout.
Paper type General review

INTRODUCTION LITERATURE REVIEW

DESIGN & METHODOLOGY

DATA ANALYSIS

CONCLUSION

The purpose of this paper is to study the preference in layout for coffeehouse comprises of the entrance zone, interior

space, interior design, lighting effect and the furniture itself that can lure customers with
respect to The Coffee Bean & Tea Leaf and Starbucks at Palm Square, Centre Point

Sabah.

Background & History

Objectives of Study
The objectives of this research were to answer these questions:

1. How does entrance zone can lure customers


towards case coffeehouse?

2. How does interior space can to lure customers


towards case coffeehouse? 3. How does interior design can lure customers towards case coffeehouse? 4. How does lighting effect can lure customers

towards case coffeehouse?


5. How does furniture can lure customers towards

case coffeehouse?

Scope of Study
This study focuses on preference in layout of coffeehouse comprises of the entrance
zone, interior space, interior design, lighting effect and the furniture itself. The

case chosen for the study included the Coffee Bean & Tea Leaf and Starbucks at
Palm Square, Centre Point Sabah.

Significant of Study

This area of research would highlight the preference in layout for coffeehouse that gives

significant impact on customer attraction. It


will show how the layout of the case coffeehouses affects the interaction of

customers, the activity and movement through


the space and longevity of stay. This information will benefit both owners and other

small retailers.

INTRODUCTION LITERATURE REVIEW

DESIGN & METHODOLOGY

DATA ANALYSIS

CONCLUSION

The second chapter commences with a comprehensive overview of preference in layout for coffeehouse. The preference

comprises of the entrance zone, interior space, interior design, lighting effect and the
furniture itself. Each will be explain in brief in this section.

Concept & Definition


Entrance Zone Efficient and well planned store entrances
can generate positive consumer attraction and this can be linked to increased levels

of browsing and consumer spend in the store. Loyalty is directly affected most
significantly by entrances and exit points.

Concept & Definition

Interior Space Interior space refers to the spaciousness


and proximity of space. The core requirements are enough space to move

around the store, ease of access from outside the store and clear navigation and
displays.

Concept & Definition


Interior Design

The interior architecture, ceiling height, colors,


finish materials, furniture type, access to natural lighting, type of artificial lighting, location of

electrical outlets, views to the outside, views of spaces inside, availability of outside seating,
ability to move furniture, availability of speakers for music or announcements, and any other

notable characteristics are interior design.

Concept & Definition

Lighting Effects A study said there was a connection found


between levels of light and noise level and how they affected the duration of stay at a caf. As the level of light increased so did

the level of noise, both decreasing the


amount of time customers remained in the establishment.

Concept & Definition

Furniture The layout of any coffeehouses is influenced


by a number of things, including the availability and location of windows, the available seating, and the location of the

coffee bar and service areas. Hence, the


arrangement of furniture related to the seating preferences.

INTRODUCTION LITERATURE REVIEW

DESIGN & METHODOLOGY

DATA ANALYSIS

CONCLUSION

Population & Sample Size


The target population in this research was

the clientele at the shopping mall including


students, shoppers and business men and women. In this case the sample size was 60 respondents. The case coffeehouses

were:

Instruments of Study

1. Visual Documentation
2. Observation 3. Questionnaires Survey

Questionnaires Survey

Data Analysis

Data Analysis

Data Analysis

Data Analysis

Data Analysis

Data Analysis

Data Analysis

Data Analysis

Data Analysis

Data Analysis

INTRODUCTION LITERATURE REVIEW

DESIGN & METHODOLOGY

DATA INTEPRETATION

CONCLUSION

Discussion of Findings

Entrance Zone
Layout of entrance zone plays an important role to represent a coffee house first impression. Both The Coffee Bean &

Tea Leaf and Starbucks design their


entrance layout in a desirable manner and placing their main promotion menus at the end caps.

Discussion of Findings

Interior Space
The Coffee Bean & Tea Leaf and Starbucks compressed furniture and passable area to fully utilize the scarce

space with product display to increase the


rate of possibilities to purchase their product as they are situated at every angle of the coffeehouse.

Discussion of Findings
Interior Design The Coffee Bean & Tea Leaf interior design with tea and coffee leaf pictures to

bring customers closer to their main


products. Starbucks however prefer to place art work around the coffeehouse wall to bring the pleasant feeling to their

patron as their main concern is to attach people feel at home.

Discussion of Findings
Lighting
Only small amount of respondent prefer dim light to bright light during their visit at

The Coffee Bean & Tea Leaf. Most respondents prefer bright light to enable
them to read varieties of magazine which is available at Starbucks or during working on their computers or chatting with fiends.

Discussion of Findings
Furniture
More than half of respondents prefer The Coffee Bean & Tea Leaf choices of

furniture compared to Starbucks. This could arise because The Coffee Bean
uses various cozy sofas. Starbucks only have round wooden seats and very few sofas to comfort their customer.

Findings & Implications


By looking at to both coffeehouse
servicescapes, we found that more than three quarter of our respondents prefer to

visit Starbucks. It is located and surrounded with sport shops, bookstores


and cinema. We would expect that most of the Palm Square clientele would be the youngsters.

Limitations of Study
This study only cover The Coffee Bean & Tea Leaf and Starbucks coffee house in Palm Square, Centre Point Sabah. Thus,

we merely managed to distribute 60


questionnaires during our data collection due to constraint of time. The limitation of our choice of coffee houses in Palm

Square has included the clientele from age range between 20 40 years old.

INTRODUCTION LITERATURE REVIEW

DESIGN & METHODOLOGY

DATA INTEPRETATION

CONCLUSION

Summary

Despite of our time constraint and choice of specific coffee house location to study
the preference in layout design, we found that location of the coffee house also play

a significant competitive advantages to Starbucks Coffee compare to Coffee Bean


& Tea Leaf.

Recommendation

We would recommend that both


coffeehouses should insert other value added in their coffeehouse in order to attract not only potential customers but

also to retain loyal customers. Such as


channeling requests through OpenTable software and computer devices at every table should be considered in the future.

THE END