Introduction Café, Coffeehouse, And Coffee Shop Are All

In our society, we can see many different kinds of social setting and one of the most common settings is coffee shop. Indeed, there is at least one coffee shop on each block. According to Coffee Association of Canada, the market size of coffee industry in Canada is more than 6.2 billion dollars. It shows that how big and important this social setting is. Among a lot of coffee shops, Starbucks, Tim Horton, and Second Cup are the biggest and the most popular franchisers in Canada. If the purpose of visiting coffee shop is only for coffee itself, they might have not been grown like these days.

Coffee shops. Coffee shops are popular with good reason. They play an important role in society, providing the daily dose of caffeine to many. Interestingly, there is a grander role of coffee shops than simply coffee. While each coffee shop may have a unique touch, coffee shops, they overall provide a place for people to go individually or in a group, to either work or socialise, or both. High School students are a prime example of a community that could make good use of the environment coffee shops provide. A High School community could provide a different type of customers to coffee shops, not always buying drinks from the establishment, while friends will. Despite most High School students not being a part of society that earns steady cash flow, they still can show to provide important consumerism. Focusing on Oakmont High School students, I make use of participant observation as a means to understand the role coffee shops play in a community of High School students.

The purpose of this note is to provide an overview and references on the various methods that can be used to measure brand knowledge (brand awareness and brand image), brand equity and brand value. This note provides a short definition of each concept and illustrations of the most widely-used measurement techniques. Once you know what you want to measure, it is important to look at the original sources cited to understand how to properly use these techniques. Кеller’s (2003) ехсеllеnt book also provides detailed information on each concept and its

By 2003, the number of retail specialty coffee shops, cafes, kiosks, coffee carts, and roasters in the United States reached over 17,000, equating to nearly $9 billion in sales. According to the Specialty Coffee Association of America, 16 percent of adults in the United States drink coffee from one of these specialty outlets daily. (“Organo Gold”, 2008).

The six customers who entered were repeat purchasers, meaning they purchased from this café before. This assumption was made because these customers knew what they wanted before they ordered and they knew where they wanted to sit. Two of the customers brought reading material and one student had a lap top. All customers appeared comfortable in this social setting and changed their behaviours to suit the calm, relaxing environment. My observation has led me to group the customers as follows: 1) Exuberant Students – young, fashionable and energetic students who perhaps think of coffee as a fashion statement or who enjoy sugar rushes, 2) Working Class Drinkers – employees who drink coffee to escape the world of work and 3) Indulgers – individuals who drink coffee because of the pleasure derived or those who seek caffeine fixes.

Brand equity is an important key to produce customer loyalty. It is a powerful factor in winning market share. It helps an organization or a brand to grow and defend market share. A brand with strong and positive image and productivity has the ability in driving stable customer loyalty. Customer loyalty is the combination of consistently positive consumption experience, perceived value of experience and also physical satisfaction towards products and services. Consumers always have a positive view on the brand they are supporting the most. Customer is a major key for a brand to success, therefore

The rise of coffeehouses in Europe began in the early 1600s. They spread across Italy, France, and England before arriving in North America in the 1680s. Unlike the pubs of the day coffeehouses were distinguished by being more focused on business. They were also unique in their accessibility since they were available to the public but were distinguished like a gentleman’s club. Early coffeehouses placed bans on gambling, swearing, and alcohol but they were quickly lifted. Women worked and sometimes owned coffeehouses but they were establishments exclusively for men.

Coffee is a commodity product in which Starbucks specialize in, but consuming coffee as a lifestyle commodity is a fascinating multifaceted prospect. Howard Shultz discovered coffee as a lifestyle commodity by observing the interactions of socialites and baristas, in a lively setting with espresso machines (Ferrell & Hartline, 2014, p. 519). Shultz recognized the need for an interactive ambiance surrounding the experience of foreign coffee and did well with establishing his vision as such. Shultz vision was detailed, he aimed to create a coffee establishment that would recreate the Italian bar culture and it would become the “Third Place,” the place between home and work, where people gather, relax and interact (2014, p.519). By establishing

Coffee is an ancient brewed beverage that continues to be engrained in our culture and lives. It has a large variety of flavors and ways to prepare it, which makes it such an alluring drink. Due to this diversity, coffee drinkers may find it difficult to explore new, creative ways to drink coffee. The best locations to explore would be at coffee shops. Although, one dilemma stands in the way for most coffee drinkers: where is the best place to get coffee? With so many options, it is difficult to decide where to go to receive the best experience and drinks.

The main topic of this article is coffee shops in this day of technology. Faris gives an example of when a man approached him to tell him that the point of coffee shops was to have face to face conversations with others. Faris argues that coffee shops are places where people go to do what they like, if they enjoy

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

Though coffee houses throughout Europe have a self-explanatory function of meeting point, discussion area and recreational facility, this concept has only recently been explored in North America, and is gaining in popularity and social recognition as we speak, and is only expected to increase over the course of the next few years.

In 1982, Starbucks coffee changed forever. While traveling in Milan, Italy, head of marketing Howard Schultz was intrigued by the coffee shop atmosphere – patrons sitting, relaxing and chatting over café latte. Wanting to

The demand for coffee shops is born from the increased number of individuals seeking coffee brewed outside of the home. This creates a larger market for coffee shops. An increased amount of people are starting their mornings off by purchasing breakfast and a cup of coffee away from home (Tuttle 2014), more people are enjoying gourmet coffee (NCA National Coffee Drinking Trends 2015 Infographic), and younger generations are demanding more coffee and coffee drinks from coffee shops (Tuttle 2014, S&D Coffee and Tea inc. 2014, Statista 2015). Coffee shops must compete with at home coffee, work place coffee, and teas for the caffeinated beverage markets (LN 2015). Demand for coffee within different markets varies, and provides competition for coffee shops. Single cup coffee makers, increasingly qualitative instant coffees, and gourmet beans are all sources of competition that could satisfy the demand for coffee. However, coffee shops are becoming more ingrained in social

The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.