GBS7602 Advanced Consumer Psychology: Cafe Setting Behavior Analysis

This report presents a consumer behavior setting analysis conducted across four different cafes, observing customer demographics, purchase habits, and environmental influences. The observations, timed between morning and noon, covered factors such as cafe location, ambiance, music, and the presence of visual elements like nurseries. The target market primarily included individuals under 40, with a significant portion being students, particularly at the Griffith University campus location. The study highlights the impact of retail environments on consumer cognition and preferences, noting the positive influence of store staff's upselling skills and favorable social media reviews. The analysis references existing literature to support the findings, emphasizing the role of environmental factors and emotional attachment in shaping consumer buying behavior. Desklib provides access to similar solved assignments and study resources for students.

Consumer ehaviorB
Setting Analysis

Setting analysis
Four observations were made at different locations in order to collect consumer observation data.
Different areas of the city were covered in order to get an impartial analysis. Each of the location
was observed for 30 minutes to one hour. The sessions were timed between morning and noon.
This was done to also understand the behaviour of consumer visiting for their morning coffee. It
is assumed that the people observed depict similar traits outside the observed times.
The cafes were relatively popular and had a continuous string of customers visiting. They were
located in crowded areas and hence were easy to spot. Several factors can influence customer
decisions in these settings. Most of the restaurants have dine in as well as take away facility. The
smallest café had a seating of 25 people while the largest café can easily accommodate over 55
people. The background music and the ambience of the café were also observed as they have a
positive impact on consumer buying behaviour (Jeon, Park & Yi, 2016). Three of the cafes
played soft jazz while one of the cafés had a television broadcasting a hockey match. One of the
cafes is located in Griffith University campus attracting a large number of students. The main
road access for the all cafes gained traction from locals and travellers passing by. The beauty of
the foliage is also known to positively influence customer intentions (Jang, Kim & Lee, 2015).
Two of the cafés had beautiful nurseries right outside the entrance. The comfortable seating and
the modest lighting of area also has an impact on buying behaviour of customers visiting the
café. All these cafés served bakery items which can be consumed alongside with coffee. One of
the restaurant also serves over six different cuisines. Large sign boards were placed outside the
café and direction signs were placed for over 500 meters making the café easy to locate.
The target market predominantly included men and women below the age of 40. A lot of them
preferred to take away their coffee rather than having it at the café. Over 60% of the people were
below 25 years of age. A lot of customers in the first location were students of Griffith
University. Retail environments of these cafes is known to have an impact on the cognitive and
affecting processes of an individual. This impacts their preferences and buying behaviour (Kim
& Lee, 2017). The overall environment at all the café was positive and store staff was well
trained for upselling their food items. The persuasion skills of salesmen also impacts purchase
decisions of customers. We observed cafes which were reviewed positively on social networking

sites for their coffees specifically. This helped us in observing a higher footfall in the café
leading to better results.

References
Jang, Y. J., Kim, W. G., & Lee, H. Y. (2015). Coffee shop consumers’ emotional attachment and
loyalty to green stores: The moderating role of green consciousness. International
Journal of Hospitality Management, 44, 146-156.
Jeon, S., Park, C., & Yi, Y. (2016). Co-creation of background music: A key to innovating coffee
shop management. International Journal of Hospitality Management, 58, 56-65.
Kim, S. H., & Lee, S. (2017). Promoting customers’ involvement with service brands: evidence
from coffee shop customers. Journal of Services Marketing, 31(7), 733-744.