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Coffee Analysis : Coffee House Ethnography

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Coffee House Ethnography
Anth-101 Winter 2017
Sijia Wang
Introduction
The National Coffee Association found that the average coffee consumption in the United States is 2.96 cups of coffee per day in 2016 (NCA Coffee Drinking Trends Survey, 2016). According to the report, daily consumption of espresso-based beverages has nearly tripled since 2008 (NCA Coffee Drinking Trends Survey, 2016). Therefore, people hang out mostly in coffee shops, where they can enjoy their time with a fresh coffee. Indeed, coffee shops are not only serving coffee recipes, but also give a unique space to different customers, like meeting point, living room, and remote office. A city’s coffee shop culture is also an insight into the way that city lives. A lot of
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Seating is located throughout the left side of the coffee shop. This Starbucks shop mix upholstered chairs and single sofas with hard-backed chairs around tables. On the tables, there are a stack of magazines and the most recent issue of newspaper. The floors are wood with brown color. Natural light comes in through the north and east facing floor-to-ceiling windows. Several electricity outlets are stationed in different parts of the establishment for customers. Free Wi-Fi also offered for customers who wish to use the laptops.
During the weekday, this coffee shop opens from 5 am to 11 pm, and from 6 am to 11 pm on the weekend. The observation was conducted on both work day and weekend. I did three observations. The first one was at 4 pm to 6 pm on Thursday (Jan 5, 2017), the second one was at 5 pm to 7 pm on Sunday (Jan 8, 2017), and the third one was at 4 pm to 6 pm on Monday (Jan 9, 2017). At the first several minutes during each time, I looked around the whole shop and ordered a small cup of coffee. And then sat at the left side of the counter, where the costumers are serviced, the staff interaction amongst the colleagues, and activities of costumers could be more easily detected. A note was written during each observation. At the end of these three observations, all notes have been compared and organized together for the following data analysis.
Observation
After the observation data analysis, some
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