COFFEE SHOP CULTURE: AN OBSERVATIONAL STUDY

Abstract

Coffee shops have been popular in many countries in the last decade. Previous study showed that Starbucks has grown symbolic values that, creating the feeling of belonging culture to community (Fioroni, 2007). The main aim of this study is to highlight the presence or absence of a correspondence between the symbolic ideas that lay behind the image of the brand and the way customers behave. The method of non participant observation is used in this research, involving 3 observers at Caffè Nero, Leicester. The findings show that discrepancies between the symbolic values lying behind the image of the brand and the actual behaviours of customers were noted. Moreover, particularly important is the tension between image of a large community and absence of actual inter-customers relationships.