According to the previous research, economics in UK is not
very good but the coffee shop market is still growing up.
Customer’s buying behavior also have affected in this market,
less people buying the instant coffee, and young people prefer
to have the hands made coffee or premium coffee. Therefore,
coffee shops need to bring this service to them plus something
else to exceed their expectation; it also means coffee market is
very competitive because make a good coffee is not enough to
satisfy customer’s need.
During the secondary research, observed the coffee shops
and interview with the coffee users, it comes out with 3 critical
aspects to attract new customers for coffee shops which are
price of products, quality of coffee and atmosphere. Although
price of products must go high since the materials cost is
increasing at the same time, however, secondary research
indicated through the loyal card or combined with credit card
(Mortimer R., 2011) all bring the advantage price to customer
which is customer’s wish. Therefore, if sometimes coffee shops
can come out with advantage price or give the loyal customer’s