CONSUMER OBSERVATION STUDY:
ANGELLAH’S SUGAR CAFÉ
Submitted to:
Ma’am Jane Kenneth Burgos
Submitted by:
RUBA, BLESSIE JOYCE
ADAME, JOAN MARGARETT
MENDOZA, ELAINE
PRECILLAS, JOHN TRISTAN
MANALO, JANAIZA
ALVEYRA DAN AARON
MAY 18,’20206
This activity aims to understand consumer behavior, market needs, and customer preferences
through direct observation in a tourism-related business. Our group chose Juan Café, a local
café in our community, to analyze how customers interact with the establishment and identify
opportunities for service improvement.
BUSINESS PROFILE
• Name of establishment: Angellah’s Sugar Café
• Type of business: Food and beverage business or service business
• Location: Ilaya, A. Bonifacio, Calapan City
• Target customers: students, tourists, professionals & families
CONSUMER OBSERVATION
• Students: Few students visit the café, usually from nearby schools, to try the new drinks
and desserts; Families: Some families stop by to check the café; Tourists: Few tourists were
observebecause the Cafe is not yet widely known and still newly opened ;Professionals: Only
a small number of working individuals visit, mostly those passing nearby or living close to
the area.
CONSUMER BEHAVIOUR
Customers commonly purchase are: milktea series ( matcha & okinawa), cheesecake series
( oreo matcha & red velvet cheese cake), fruit yogurt ( four season, blue lemonade & Apple
Green), dimsum, pancit and other rice meals
Customers are attracted by: Clean and simple design of the cafe, variety of drinks and meals,
affordable prices
Customers interact politely with the staff like asking questions about their menu and waiting
patiently with their orders.
CUSTOMERS NEEDS AND PREFERENCES
Customers usually look for: Affordable and tasty food, comfortable and clean place, variety
of drinks and snacks.
Some observed problems or complaints are: Slow service during busy hours because there is
only one staff, they only have limited seating space inside the café, small place for customers
during busy hours, waiting time may become longer when many customer arrive.
Suggested improvements for the cafe include hiring additional staff member to improve the
service speed, adding more seating if possible, improving the space arrangement for
customers comfort and continuing to maintain cleanliness and good customer service.
FINDINGS
• Limited Customer Reach: The café is still newly opened and not widely known outside the
local area. Most customers observed were students from nearby schools, families, and a few
professionals living nearby. Few tourists were present.
• Popular Products: Customers commonly purchased the milktea series, cheesecake series,
fruit yogurt, dimsum, pancit, and rice meals. Affordable pricing and variety were key
attractions.
• Operational Challenges: Service was slow during busy hours due to only one staff member
handling operations. Limited seating and small space caused longer waiting times and
reduced customer comfort during peak hours.
MARKET NEEDS ASSESSMENT
- Strengths of the business: The strengths of the café is the affordable products, a clean and
organized café, a wide variety of drinks and meals, and friendly and accomodating service of
the staff
- Weaknesses or lacking services: The weakness of the cafe are only one staff member is
handling operations. The café has limited space and seating capacity. There may be delays in
serving orders during busy hours because their only one staff. The café is also not well known
outside the area because only people nearby usually see it, so fewer new customers visit.
- Opportunities to improve customer satisfaction: Hire more staff for faster service ( one is
doing the orders and the other staff is taking the orders), Improve advertising through social
media because its newly opened cafe, Expand the seating area
ANALYSIS
Angellah’s Sugar Café has strong product and service fundamentals that appeal to its target
market of students, families, and professionals. The variety of drinks and meals, combined
with affordable prices and a clean environment, creates a positive first impression and
encourages repeat visits. However, the current operational setup limits growth. With only one
staff member managing orders, preparation, and service, the café cannot efficiently handle
peak-hour demand. This bottleneck directly affects customer satisfaction through longer
waiting times and reduced seating comfort. Additionally, low visibility outside the immediate
area restricts the café’s ability to attract tourists and new customers, despite having products
that could appeal to a broader market.
RECOMMENDATION
1. Improve Staffing and Service Speed: Hire at least one additional staff member to divide
tasks—one for taking orders and one for food/drink preparation. This will reduce waiting
time and improve customer flow during busy hours.
2. Expand Seating and Space Layout: If possible, reorganize or expand the seating area to
accommodate more customers comfortably. Even small changes to the layout can improve
customer comfort and capacity.
CONCLUSION
Angellah’s Sugar Café demonstrates strong potential with its affordable menu, clean
environment, and customer-friendly service. The main barriers to growth are limited
manpower, small seating capacity, and low brand awareness outside the local area. By
addressing these issues through additional staffing, space optimization, and targeted
marketing, the café can improve customer satisfaction, increase foot traffic, and establish a
stronger presence in the local food and beverage market.