final project
UBT-MBA Program Fall 2022 Coffee shops
Studying in Coffee Shops and How it Positively Impacts University Students
By
Abeer AlQurashi -WBM009
Reem Snobar- VCM024
22 October 2022
Marketing Research (MKT 532)
Supervised By: Dr. Khalid AlShohaib
Abstract:
Whether you're cramming for an exam or just having trouble concentrating on work, many cafes offer a variety of ways to unwind. With no distractions, you'll be able to focus better on your studies. that's why it's important to open studying cafes that cater to your needs. For example, a quiet cafe where you can read quietly, or one with loud music that keeps distracting thoughts out of your head. Also, there should be Wi-Fi access because it allows the students to do their homework without worrying about getting disconnected. In addition to offering great services, these cafés often come with perks such as free food and drinks. Often, these perks include specialty items such as baked goods, hot chocolate, and sandwiches. Also, it offers space to plug in small devices such as your phone or tablet. Cafes are a perfect place for most students for doing research, assignments, homework & study review. Cafe culture offers plenty of benefits for students who need a little downtime to unwind. Not only does it put you in a more comfortable setting, but you can take advantage of benefits such as free Wi-Fi, food, and drinks. Even if you decide to eat outside, you can easily carry your meal inside and continue studying.
Keywords:
Coffee shop, Café, Students, University students, Study, Quiet place to study, Books, University, Jeddah Café, Coffee nearby, Coffee, Groups, Gathering.
Table of Contents Abstract 1 Introduction 3 Literature Review 4 Methodology 5 Conclusion 6 Work Cited 7
Introduction:
“Coffee is not just a beverage in our Saudi culture. It is part of our social grain. The Saudis start our day with coffee and end our dinner with it. We meet for coffee, have coffee breaks at work, and stop for coffee” (Reese 176). Most students nowadays tend to study in some places like Cafés with different types of ambiance, especially university students, it’s almost become a trend, like they have a lot of distractions in their houses, for instance; children’s voices, family problems, video games, and series, or they don’t have a place in the house to focus and be alone, etc. Coffee shops have internet which the student can use together information that will help them with their study, people find it as a peaceful, relaxing, and ideal place to study because they have drinks and snacks to help with the study process. Although, being with a group of students helps in interaction and sharing creative ideas like thinking out of the box. Moreover, the atmosphere of the place is psychologically prepared for studying, such as the presence of a library, quiet music to focus more, and comfortable seats. These are all positive aspects of studying in Cafés.
Literature Review:
The development of the coffee shop is a form of changing consumer decision patterns in choosing and selecting the products they will consume by taking into account several criteria such as store atmosphere and service quality, Research such as that by Chism (2007) has highlighted that the “sensory stimulation of informal spaces such as the décor, carpeting and lighting” (p. 2.7) greatly influences students' perceptions of where it is good to study. At the University, of Sheffield, students found the “temperature being right, spaces not being too noisy and a good use of color schemes” Also, Fister (2009) claimed that “good lighting, comfortable furniture, warm colors and access to food”.
Coffee proves to be an ideal beverage within society. This is based on its roles and functions in enhancing interactions and communications or relationships within society. It is ideal to have coffee shops that operate on a daily basis thus serving the needs and preferences of the population in the context (Jakle, 2002). In the context of this research, students and other relevant consumers require coffee for several reasons. One of the most essential reasons for the consumption of coffee by students is the need to stay refreshed and focused most of the time. This is an illustration of why most students and the staff of numerous universities prefer coffee shops that operate on a 24/7 basis thus addressing their refreshment needs (Lewis, 2011). From this perspective, coffee plays a critical role in the enhancement of the performance of students within the institutions. Coffee also plays a critical role in the bonding aspect of human existence.
Various individuals including students make coffee shops their meeting points to interact on personal and common issues. These interactions range from social communication or meeting to personal relationships between couples and girlfriend and boyfriend interaction. It is ideal to note that coffee is an aspect or component of bonding as it is a reflection of friendship and togetherness among the students and other stakeholders. Most individuals also depend on coffee for biological reasons. These may include the prevention or delaying of certain diseases (Parkinson’s disease), elimination of rectal cancer, prevention of dizziness especially among the old population, and elimination of certain types of diabetes. In the act of consuming coffee, it is ideal to obtain effective and efficient services thus ability to save time
and energy. Adoption and implementation of drive-thru services acts towards the automation of activities within the coffee shops (Balch, 2006).
(Blazey, 2009) mentioned that’s will enables students and other stakeholders from the region of reference to save time and energy as they enjoy their favorite beverage. Adoption of the drive-thru services also contributes towards the elimination of the long queues of coffee consumers thus efficiency in service delivery and satisfaction among consumers. Several factors contribute to the consumption of coffee. One of the common factors in the determination of coffee consumption is the social factor. The social context such as personal relationships, executive or friendly meetings, and reunions lead to an increase in the consumption of coffee. The main reason behind the social factor is the environment of influence thus the ability to embrace the situation with beverage consumption. It is also evident that students take coffee for psychological reasons. This is to maintain mental alertness and thus high level of focus on the issues of concern. Consumption of coffee is also associated with class thus the act of economic reasons in the determination of coffee consumption (Blazey, 2009).
Methodology:
The research method will include 150 respondents, including all students from Jeddah. A randomly distributed number of female and male participants will occur. To generate closely representative data, convenience and non-probability sampling will be chosen. A group of students will be selected and will receive an online survey that consists of 20 to 25 questions max via a link distributed in WhatsApp & other applications through Google Forms that will automatically record and analyze the data collected by using a quantitative method.
Conclusion:
Students need coffee to stay refreshed and focused most of the time. Coffee plays a critical role in the enhancement of the performance of students within institutions. Coffee is an aspect or component of bonding as it reflects friendship and togetherness among the students. It is ideal to have coffee shops that operate daily thus serving the needs and preferences of the population.
Works Cited:
https://414519159843042633.weebly.com/literature-review.html (Accessed 19 October 2022)
https://eds-s-ebscohost-com.sdl.idm.oclc.org/eds/detail/detail?vid=13&sid=b1125ee8-3c57-4230-9063-5515abc11203%40redis&bdata=JnNpdGU9ZWRzLWxpdmU%3d#AN=156315942&db=edb (Accessed 14 October 2022).
https://marketkeep.com/seo-keywords-for-coffee-shops/ (Accessed 27 September 2022)
https://www.mochasandjavas.com/5-reasons-you-should-be-studying-at-a-coffee-shop/ (Accessed 28 September 2022).
https://www.studocu.com/row/document/de-la-salle-university/accountancy/research-paper-about-coffee-shops/9291795 (Accessed 28 September 2022).
https://www-emerald-com.sdl.idm.oclc.org/insight/content/doi/10.1108/NLW-08-2013-0063/full/html (Accessed 14 October 2022).
Jakle, J. A. (2002). Lewis, L. K. (2011). Balch, P. A. (2006). Blazey, M. L. (2009). Coffee proves to be an ideal beverage within the society.
Jonathan Hunter, J.H, (2014) Learning over tea! Studying in informal learning spaces
MarketKeep. (2011). Keywords for coffee shops.
Mochas and Javas Company, M & J Co, 2022. 5 reasons you should be studying at a coffee shop.
Nielsen, E. G. (2015). The Coffee Shop Effect: Investigating the Relationship between Ambient Noise and Cognitive Flexibility,
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