Coffee Shop Stress Relief

This research project investigates how coffee shops, specifically Starbucks, contribute to stress relief for professionals. It examines the concept of coffee shops, their role in creating a stress-free environment, and the effectiveness of coffee in reducing stress. The project utilizes both primary and secondary research methods, including surveys, interviews, and observations, to gather data and analyze the impact of coffee shops on customer well-being.

Research Proposal

Table of Contents
TITLE: How Coffee shop helps in releasing stress of professionals..............................................1
Background......................................................................................................................................1
Research Questions and objectives..................................................................................................1
Preliminary Literature Review.........................................................................................................2
Methods............................................................................................................................................4
Timescale.........................................................................................................................................6
Resources.........................................................................................................................................6
REFERENCES................................................................................................................................8
Research Ethical approval form.....................................................................................................10
.......................................................................................................................................................14

TITLE: How Coffee shop helps in releasing stress of professionals
Background
In modern era, coffee shops are one of the finest place where individuals can go and
enjoy with their friends as well as families. With the changing time coffee shop can be seen as
the trend which is becoming favourite among people (Dixon-Fowler and et. al., 2013) It is
considered as the which is not only worthy for youngsters but it is suitable for everyone no
matter they belongs to which generation. This research report is based on Starbucks, which is a
coffee company situated in Seattle in 1971. The company is operating its business activities at
international level as its avails its services in approximately 28218 geographical locations across
the world. Starbucks is availing coffee in different and unique flavours which are becoming
centre of attraction for customers and contributing company in gaining competitive advantage at
workplace. The main objective of conducting this research is to analyse how effectively
customers are accepting concept of Coffee Shop. Another objective of this research is to analyse
importance of coffee in life of customers that whether it is decreasing stress of customer or not.
Along with this, it has been observed that coffee is the best way with the help of which anyone
can reduce its stress level. It can be said that the topic of research is valuable for Starbucks as it
will help them in understand views of customers for the same in order to improve their services
according to them. In addition to this, after completing this research, company will be able to
enhance its profitability ratio too.
Research Questions and objectives
Research Aim
“To identify how Coffee shop helps in releasing stress of professionals” A Case study on
Starbucks.
Research Objectives
 To identify the concept of coffee shop To evaluate the role of coffee shop in creating stress free environment for customers.
Research Questions
 What is the concept of coffee shop?
 Explain the role of coffee shop in creating stress free environment for customers?
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Preliminary Literature Review
Concept of coffee shop
According to Kirchmer (2012), coffee shop is given 'third place' as a meeting and
gathering destination after home being given the 'first place' and work station being allotted the
'second place'. Coffee shop is basically a place where individuals come together to drink coffee.
Today people all across the globe drink coffee. For many persons, coffee has become a vital part
of their life along with living style. Nowadays, it is often seen that a large number of millennials
visit coffee shop just to increase interactions with people and to socialise. Coffee shops generally
have a major impact on the lives of customers. The experience of every person in relation to
coffee shop is unique which is directly linked with their life experiences. Many individuals
develop attachments to a particular coffee shop due to their emotions or sentiments being
attached to tat place. Due to these feelings, people emotionally bind themselves to a place where
they visit daily, not just to drink coffee but to increase conversation and interaction with the staff
of coffee shop or other people visiting the place (Byrne and Shepherd, 2015). Often, many
school, college or university friends visit these places to drink coffee as well as to have a place
wherein they can sit comfortably for hours without any interruption from anybody. Coffee shops,
many a times, root people to the memories and experiences of them attached to the place in
relation to the times when they previously visited the same coffee shop, individually or along
with friends, colleagues, family members, acquaintances or relatives. Such type of emotions
normally bind people to a particular coffee shop that gets selected by them as a place for visit
whenever they want to have a cup of coffee.
Coffee shops are generally constructed with a lot of imagination and creativity. The
physical factors of coffee shops are well taken care of by the owners. Such factors may include
architectural and décor style, lighting, furnishing, ambiance of coffee shop, colour backgrounds
of logo of company or creativity used in the interiors like walls, windows, doors etc. Often it has
also been seen that coffee shops become a stop for professionals to do their office work there. A
large number of customers frequently use mobiles and laptops in cafes as this has become a
widespread culture. In relation to this, Starbucks is a famous company which targets the right
location wherein they can get the maximum crowd and increase their sales. The customer loyalty
of company is such that whenever someone thinks about coffee shop, the first name that appears
in their mind is Starbucks. Company has an effective strategy where they buy cheapest coffee
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beans and make it expensive and lucrative by adding free condiments like milk and sugar to
them. Any coffee company that is trying to come up in market would want to adopt their strategy
so as to gain an edge in market.
Effectiveness of coffee shop for releasing stress of customers
As per the thought of Collier (2012), it can be said that coffee shops creates a positive
environment that makes its customers to open up more. It is also used by its customers to meet
new people and have a cup of coffee. A cup of coffee helps its customer's to live a stress free
moment by making new memories with their friends, colleagues and family. In this context,
Starbucks is continuously successful in providing happy moments to its customers. The coffee
shop is a place in which business meeting, birthday parties and also couples enjoy their peaceful
moments. A coffee will helps its customers in staying calm at the time of uncertain situations.
The scientific reason behind releasing stress through coffee is that it boosts mood of its consumer
and lowers the risk of depression. The aura of coffee shops also helps corporate people to have
some relaxing time from their overall busy schedule. It is also necessary for people to change
their environment for some time, which makes them more productive and motivating. The
ambience of coffee shops is also suitable for studying as it increases creativity, alertness and
ability to learn. The scientific study shows that coffee shops ambience is also good for writers as
it helps to identify words and phrases more quickly. Sometimes it makes an strong bond between
two strangers who meets randomly at a coffee shop. The environment of coffee shops should be
decent and creative, which will helps in attracting its customers.
Further, scientists have analysed caffeine helps to boost mood of people who are
employed somewhere and look for a place to calm themselves down. A cup of coffee itself
benefits a working individual to reduce and cope with stress by having friendly communication
with people over there and having refreshments. Coffee shop can help people by providing them
different types and taste of coffee. Coffee improves mental performance and alertness lot of
company employees, students or any other stressed person wants a cup of coffee to cope up with
that stress. Hence, coffee shops will prove a great place to combat stress and help them to
decrease their tiredness level (Trevino and Nelson, 2016). Coffee shop owners can deliver best
kinds of coffee to their customer and in addition to this they can offer free internet access,
soothing environment to attract the customers who are employed. Coffee can turns out to
enhance a persons willpower and will help them to learn faster. A coffee shop is a best place for
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college students and company employees to release their stress. Coffee shops can provide comfy
and pleasant environment. They can provide numerous facilities like Wi-Fi connectivity,
outstanding menu options to generate attraction of consumers. Coffee shops can also put their
signature coffee drinks and make that so unique to make people love their special personalized
touch. A coffee shop can use various combinations of coffee drinks to satisfy need to consumers.
A coffee shop can turn themselves into a whole package in which they can provide warm
environment, great coffee and friendly culture. Coffee turns out as a best friend for a person in
stress. Hence, a coffee shop plays an effective role by helping people by removing their stress.
Methods
In order to collect reliable information about the subject matter, two methods are generally
used by the researcher. These methods are namely, primary and secondary research. These
methods can help the investigator in collecting data as per their needs and requirements. These
are discussed in detail below:-
Primary Research: This is the most essential research method used by the researcher
wherein the data is collected by the investigator himself by way of surveys, questionnaires,
interviews, visits etc. The information collected using this method is mostly reliable and accurate
so as to enable the researcher to conduct additional investigation that seems to be necessary for
the research (Grayson and Hodges, 2017). The researcher can use a number of methods like
focus groups, surveys, interviews, and observations for collecting primary data. These methods
are used in accordance with the nature and characteristics of the source from where data is
collected. It is often regarded as the best method for collecting data because information
collected through these sources are generally reliable and accurate.
Secondary Research: Another source of collecting information is secondary research.
Herein, the data is collected by researcher by way of newspapers, books, articles, journals etc.
The information required can be easily collected through online sites, portals, articles etc.
wherein the views about subject matter from different authors are available. The secondary data
used by researcher for the the research can either be published or unpublished depending upon
the needs and requirements. The values and beliefs of various authors can assist the researcher in
carrying out the research effectively so that success can be easily gained.
In the present report both the primary as well as secondary method of data collection
have been used in order collected authentic data within the provided time limit.
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Qualitative Research: This type of research method is used for carrying out non-
quantitative analysis of data. This basically involves collection, interpretation, analysis of the
actions and views of people. Qualitative research gathers information about meanings,
experiences, emotions, feelings and behaviour of individuals in relation to subject matter. This
type of research is generally related to the perceptions, views and opinions of personnel about the
study. It is subjective in nature and takes use of various types of sources like role plays, case
studies, interviews, focus groups, in-depth interviews etc. Qualitative research is exploratory in
nature wherein very less number of people are enquired in depth so as to collect relevant
information (Minelli, Chambers and Dhiraj, 2012). This research methodology is used to gain
insight into the problem or to develop ideas or hypotheses for carrying out qualitative research.
The sample size in this type of research is generally small because the researcher focuses upon
the quality instead of the quantity of data collected from the sources.
Quantitative Research: This is the type of research wherein data is expressed in terms
of numbers and figures. This research focuses upon measuring the amount or quantity of each
aspect and carries out a comparison of this data with previous records so as to present projections
for future. The main purpose of conducting quantitative research by researcher is that they can
make use of mathematical hypothesis, models or theories in carrying out the study. Researcher
engages in quantitative research so as to quantify the concerned matter through generation of
numerical facts and figures which can be easily converted into statistical data so as to carry out
the research. By using this research method, researcher try to quantify the opinions, views,
behaviour and attitude of individuals. The sample size of this research is large and the data is
collected through sources like various types of surveys, namely, paper, online, mobile surveys.
Other sources of gathering quantitative data are online polls, face-to-face and telephonic
interviews, website interceptors, and observations. This research method is structured and
generally more preferred by researcher.
Sampling: This method is largely concerned with selection of a portion of population as
a sample on which research will be conducted. Sample is studied by investigator as it is tough for
researcher to conduct research upon whole population owing to the limitations associated with
cost and time. There are two types of sampling, namely, random and non-random. To conduct
this research, random sampling has been used by researcher as it produces representative
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samples by eliminating the voluntary responses and here every sample possess equal probability
of getting selected.
Timescale
Gantt Chart: A Gantt chart is a horizontal bar chart which was developed as production
tool in 1917. It is a visual view of tasks that are scheduled over a given period of time. It helps to
represent a project plan (Maurya, 2012). These charts are used to show status of a task performed
and also details about who is responsible for any given task in a project. Starbucks uses Gantt
charts for determining shift timings of employees as it is a 24*7 coffee joint. Also, it is used to
determine quality of products and their process time. Gantt charts have numerous features which
are as follows:
 Providing starting and end dates for each and every task assigned.
 Get an idea about important future milestones and how they can be achieved.
 Analyse dependency level of each task on one another.
It is a very essential tool for analysing each and every details about ongoing projects and
processes in Starbucks thereby resulting in efficient management.
Resources
Every business concern requires some resources while it is being set up. Starbucks coffee
house plans to set up a new coffee joint and hence will require following resources namely raw
materials, machinery, capital and human resource.
Raw materials: Substances which are used in primary process of production or
manufacturing goods or services are termed as raw materials. Raw materials are also known by
name of factors of production as they help in production ( Kang, Tang and Fiore, 2014). These
are commodities that are bought and sold worldwide. Starbucks uses raw roasted beans of coffee
as their main ingredient and without it they wont be able to process quality products in their
coffee joint.
Machinery: Plant and machinery is a name given to an asset that is used by any business
concern for carrying out production process in an business firm and is a asset and not stock in
trade. Machinery for Starbucks will include vending machines for making coffee, ice cream
makers, shake generators for cold beverages like chocolate shakes and cold coffee.
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Capital: It is a very broad term which can mean different things at different time. But in
a business concern, capital refers to accumulated assets of a business which are used by an
entrepreneur to generate income for business (Bernstein, 2015). It includes all goods that are
created by human force and can be used to generate profits by production of goods and services.
Capital can also refer to monetary funds invested by a businessman to purchase assets. Money
investment is very important for any business and so in case of Starbucks, they also will initially
need to invest some capital during setting up of a coffee shop.
Human resource: Human resource can be defined as people that staff and operate any
organisation with their skills knowledge and techniques. Human resource is many a times a
single person or an employee within an organisation (Winn and Pogutz, 2013). Starbucks will
also require ample of human resource for newly constructed coffee shop so that timely delivery
of food and food products can be done and also they will be responsible for maintaining quality
standards while processing foods.
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REFERENCES
Books and Journals
Trevino, L. K. and Nelson, K. A., 2016. Managing business ethics: Straight talk about how to do
it right. John Wiley & Sons.
Byrne, O. and Shepherd, D. A., 2015. Different strokes for different folks: Entrepreneurial
narratives of emotion, cognition, and making sense of business failure.
Entrepreneurship Theory and Practice. 39(2). pp.375-405.
Kirchmer, M., 2012. Business process oriented implementation of standard software: how to
achieve competitive advantage efficiently and effectively. Springer Science & Business
Media.
Dixon-Fowler, H. R., and et. al., 2013. Beyond “does it pay to be green?” A meta-analysis of
moderators of the CEP–CFP relationship. Journal of business ethics. 112(2). pp.353-
366.
Collier, K., 2012. Agile analytics: A value-driven approach to business intelligence and data
warehousing. Addison-Wesley.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
Minelli, M., Chambers, M. and Dhiraj, A., 2012. Big data, big analytics: emerging business
intelligence and analytic trends for today's businesses. John Wiley & Sons.
Maurya, A., 2012. Running lean: iterate from plan A to a plan that works. " O'Reilly Media,
Inc.".
Kang, J., Tang, L. and Fiore, A. M., 2014. Enhancing consumer–brand relationships on
restaurant Facebook fan pages: Maximizing consumer benefits and increasing active
participation. International Journal of Hospitality Management. 36. pp.145-155.
Bernstein, M. H., 2015. Regulating business by independent commission. Princeton University
Press.
Winn, M. I. and Pogutz, S., 2013. Business, ecosystems, and biodiversity: New horizons for
management research. Organization & Environment. 26(2). pp.203-229.
Yang, K. and Kim, H. Y., 2012. Mobile shopping motivation: an application of multiple
discriminant analysis. International Journal of Retail & Distribution Management.
40(10). pp.778-789.
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Chiu, C.M., and et. al., 2014. Understanding customers' repeat purchase intentions in B2C e‐
commerce: the roles of utilitarian value, hedonic value and perceived risk. Information
Systems Journal. 24(1). pp.85-114.
Wu, J., Guo, B. and Shi, Y., 2013. Customer knowledge management and IT-enabled business
model innovation: A conceptual framework and a case study from China. European
Management Journal. 31(4). pp.359-372.
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Research Ethical approval form
Student/Staff name
Programme and/or module
Title of the proposed
research project:
Number and type of
proposed participants
How is permission being
sought from the participants
and/or their parents/carers?
How is participants’
anonymity to be preserved?
Describe the research
methods proposed (e.g.
interviews, classroom
observations)
List the ethical issues and
potential risks associated
with the research methods
outlined above (e.g.
confidentiality) and how you
propose to deal with each of
these.
Describe how your findings
will be reported or
disseminated
I have read the University’s
Process and Procedure for
the Approval of Research
Activity
(please sign and date)
How Coffee shop helps in releasing stress of
professionals
Both interviews and observation were used in
this research
While conducting this research, I have faced
some issues related to respondent as they
were not showing interest in the asked
questions. In order to overcome this problem
I have discussed importance of research with
them for convincing them.
On the basis of this, I have identified that a
good environment in coffee shop helps
individual in releasing their stress.

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Ethical Review of Research Projects – Checklist
Supervising Tutor/ Director of Studies Approval level
required
a) proposals using human participants for research
YES
NO
b) proposals for research that intends to use undergraduate students as YES
NO participants
School Ethics Sub-Committee approval required
c)
procedures involving any risk to a participant’s health (for
example intrusive YES NO
physiological or psychological procedures
d)
research involving the donation of bodily material, organs and
the recently YES NO
deceased
e)
proposals which involve financial payments or payments in kind
to participants YES NO
above reimbursement of expenses;
f)
proposals wishing to use children under the age of 16 or those
over 16 who are YES NO
unable to give informed consent (e.g. people with learning
disabilities; see
Mental Capacity Act 2005) as participants
g) research proposals to be carried out by persons unconnected with the
YES NO University, but wishing to use staff and/or students as
participants
h)
proposals which investigate existing working or professional
practices at the YES NO
researcher’s own place of work (including staff surveys)
i) research where the safety of the researcher may be in question; YES NO
j)
proposals which require participants to take part in the study
without their YES NO
knowledge and consent at the time;
k) research involving prisoners and young offenders. YES NO
University Ethics Sub-Committee approval required
l) research involving access to records of personal or sensitive confidential
YES NO information, including genetic or other biological information,
concerning identifiable individuals;

m) surveys, questionnaires and any research, the nature of which might be
YES NO offensive, distressing or deeply personal for the particular target
group;
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