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Layout Decision Starbuck vs Coffee Bean

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Information about Layout Decision Starbuck vs Coffee Bean
Business & Mgmt

Published on March 1, 2014

Author: valerie_sinti

Source: slideshare.net

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T ABSTRAC 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 INTRODUCTION LITERATURE REVIEW LITERATURE REVIEW DESIGN & METHODOLOGY DESIGN & METHODOLOGY DATA ANALYSIS DATA ANALYSIS CONCLUSION CONCLUSION

T IO N INTRODUC 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.

T IO N INTRODUC Background & History

T IO N INTRODUC 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?

T IO N INTRODUC 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.

T IO N INTRODUC 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 INTRODUCTION LITERATURE REVIEW LITERATURE REVIEW DESIGN & METHODOLOGY DESIGN & METHODOLOGY DATA ANALYSIS DATA ANALYSIS CONCLUSION CONCLUSION

RE LITERATU REVIEW 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.

RE LITERATU REVIEW 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.

RE LITERATU REVIEW 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.

RE LITERATU REVIEW 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.

RE LITERATU REVIEW 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 café. As the level of light increased so did the level of noise, both decreasing the amount of time customers remained in the establishment.

RE LITERATU REVIEW 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.

AN FLOOR PL

AN & OFFEE BE C TEA LEAF

AN & OFFEE BE C TEA LEAF

KS STARBUC

KS STARBUC

INTRODUCTION INTRODUCTION LITERATURE REVIEW LITERATURE REVIEW DESIGN & METHODOLOGY DESIGN & METHODOLOGY DATA ANALYSIS DATA ANALYSIS CONCLUSION CONCLUSION

DESIGN & GY THODOLO ME 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:

DESIGN & GY THODOLO ME Instruments of Study 1. Visual Documentation 2. Observation 3. Questionnaires Survey

DESIGN & GY THODOLO ME Questionnaires Survey

DESIGN & GY THODOLO ME Data Analysis

DESIGN & GY THODOLO ME Data Analysis

DESIGN & GY THODOLO ME Data Analysis

DESIGN & GY THODOLO ME Data Analysis

DESIGN & GY THODOLO ME Data Analysis

DESIGN & GY THODOLO ME Data Analysis

DESIGN & GY THODOLO ME Data Analysis

DESIGN & GY THODOLO ME Data Analysis

DESIGN & GY THODOLO ME Data Analysis

DESIGN & GY THODOLO ME Data Analysis

INTRODUCTION INTRODUCTION LITERATURE REVIEW LITERATURE REVIEW DESIGN & METHODOLOGY DESIGN & METHODOLOGY DATA INTEPRETATION DATA INTEPRETATION CONCLUSION CONCLUSION

DATA ION TEPRETAT IN 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.

DATA ION TEPRETAT IN 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.

DATA ION TEPRETAT IN 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’.

DATA ION TEPRETAT IN 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.

DATA ION TEPRETAT IN 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. 

DATA ION TEPRETAT IN 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.

DATA ION TEPRETAT IN 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 INTRODUCTION LITERATURE REVIEW LITERATURE REVIEW DESIGN & METHODOLOGY DESIGN & METHODOLOGY DATA INTEPRETATION DATA INTEPRETATION CONCLUSION CONCLUSION

ION CONCLUS 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.

ION CONCLUS 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

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