Non-Participant Observation Choose a public place such as a shopping mall, a library, a restaurant, or any other place where you are not participating in the activities you are observing. Record your...

Non-Participant Observation        4
NON-PARTICIPANT OBSERVATION
Table of Contents
Background    3
Setting of Observation    3
People    3
Action    3
Summary    3
Reflection as a Researcher    5
References    7
Appendix    8
Background
In this research, non-participant observation is carried out to develop a consumer loyalty platform for a cafe in the food court of a shopping mall. The objective of this study is to understand the customer behavior in coffee shops and restaurants.
Setting of Observation
The Sumptuous cafe is a coffee shop in the shopping mall. The location has an advantage because it is right by the square one-to-go bus stop. It has an overwhelming atmosphere with furniture those are unique, has modern looks, the ambiance is cool and the store has a diverse selection of food and drinks. There was a book store adjacent to the coffee shop.
People
    The research subjects are the customers who visit the cafe. The customer base comprises mostly young college students and those returning from the office. The customers of the adjacent book store also form the bulk of potential customers of the coffee shop.
Action
    The actions of the customers are observed. The behavior of the customers, the buying pattern of the customers in the coffee shop, the time and days they visited, the factors affecting the rush of the customers, and other aspects within the coffee shop.
Summary
I continued the observation for a week for 1 hour daily. For the first 2 days, I observed in the morning hours. However, for the next 5 days, I observed in the evening hours from 5 p.m. to 6 p.m. Initially I stared across the surroundings to get a sense of the customer behavior patterns in the cafe. Noticed, that there are different kinds of customer behavior. Some came to relax and get a nice kind of treat for themselves. They were mostly alone and grabbed a coffee it goes to the adjacent book store for browsing books. Young people came with their friends or loved ones. Some people waited in the queue. While groups of two three people on a 4...