Cafe

Sociology Field
Research Project

Members
Kavitsara Panichumnuaysuk (Mew)
Jiratchaya Sakulboonthanom (Japan)
Pimklao Kanchanakom (Pim)
Yu-Jou Lee (Lowh)

Background
Cafe is a place that many people go to nowadays. Each person have different
purposes of going to a cafe. Different cafes also have different ideas to attract the
customers attention. Since 1998, Starbucks coffee had come opened in Thailand,
and now it's already had about 169 branches located in Thailand (1), therefore its
can prove that Starbucks Coffee was popular in Thailand.

To inspire and nurture the human spirit one person,

one cup and one neighborhood at a time

Research Objective
The purpose of this project is to explore why many students go to Starbucks coffee
shop.
The hypothesis is students go to Starbucks coffee shop for drinks and study.

Methodology

Methodology cont.
Fig.1 Research
Methodology Procedures

Methodology cont.
Interviews Questions:
Why do you come to Starbucks coffee shop?
Why do you choose Starbucks coffee shop?
How long do you spend in Starbucks coffee shop?
How often do you come to Starbucks coffee shop?

Survey
Analysis

Interviews

Interviews cont.
Why do you come to Starbucks coffee shop?
All of the interviewees -> have coffee. Have homework = DO homework in the cafe
Why do you choose Starbucks coffee shop?
3 out of 4 -> like the taste
How long do you spend in Starbucks coffee shop?
3 out of 4 -> 30 minutes to 1 hour
How often do you go to Starbucks coffee shop?
Most fluent is twice a week

Analysis
Almost 80% students came for coffee not
for study.
Most are under graduated.

References
(1) Starbucks in Thailand. (2015). Retrieved from http://www.starbucks.co.th/about-us/starbucks-in-thailand
(2) "SurveyMonkey." SurveyMonkey, 2015. Web. <https://www.surveymonkey.com>.