Conclusion

(A) Customer Group
The main customer group of Subway is Chinese. Most customers visit Subway outlet alone to purchase their sandwich. This statement can be proven by the data(number of sales made & customer numbers) which collected from the 10 sessions of observations.

(B) Customer Buying Behavior
Majority of customers visit Subway during lunch and dinner hours. This means, majority of them think that Subway can be treated as their main course for lunch and dinner. However, there are lesser customers choose to have high tea in Subway.

In the total number of sandwiches sold, Fresh Combo which serve together with a cookie and a beverage occupied the highest number among four types of sandwich sell in Subway. This means, it is the best selling type of sandwich which purchase by most customers especially during lunch and dinner hour. Normal sandwich(6-inch sandwich ONLY) is another favorable choice among customers during lunch and dinner hour. However, during tea time, majority of customers will choose to purchase Sub of the Day(6-inch sandwich with promotion price- follow the daily special menu). "Buy 1 Free 1" Coupon is not an effective tool to be used to stimulate a higher sales because there were lesser customers redeem free sandwich by using this coupon.

Moreover, there were customers who visit Subway to purchase side foods(cookies) only especially during dinner hour. This means, Subway cookies has being treated as pastry or light supper by customers. Besides, there was most beverages sold during tea time.

Lastly, majority of customers will choose to dine in the outlet during lunch and tea time. However, majority of customers will choose to take away their meals during dinner hour. This might be caused by the location of the outlet as it located within resident areas, customers found it convenient to bring their meals home.

Analysis of Data

After my 10 sessions of observation in Subway(outlet in Brem Mall Kepong), i would like to conclude all the data of my research to you.

The table below has concluded all the results which i had collected in the passed three days,

	Session 1	Session 2	Session 3	Session 4	Session 5	Session 6	Session 7	Session 8	Session 9	Session 10	Total
Number of Sales Made	11	7	8	3	7	6	4	3	9	5	63
Customers Number	16	10	14	7	8	10	7	3	15	6	96
Number of Malay Customers	4	4	-	6	-	2	-	-	1	-	17
Number of Chinese Customers	9	5	10	1	7	7	5	3	12	5	64
Number of Indian Customers	3	1	4	-	1	1	2	-	2	1	15
Number of Sandwich Sold	13	10	11	5	10	9	5	3	13	7	86
Number of Normal Sandwich Sold	6	1	1	3	3	1	1	3	4	2	25
Number of Sub of the Day Sold	-	-	1	1	4	7	3	-	2	2	20
Number of “Buy 1 Free 1” Coupon Used	1	-	1	1	-	1	1	-	-	-	5
Number of Fresh Combo Sold	6	9	8	-	3	-	-	-	7	3	36
Number of Customer Who Buy Side Food ONLY	1	1	1	-	-	-	-	-	1	-	4
Number of Cookies Sold	5	2	6	-	-	-	-	-	1	-	14
Number of Beverage Sold	2	1	-	-	1	5	-	2	1	1	13
Sales Which Dine In	3	-	2	3	2	4	1	2	6	2	25
Sales Which Take Away	8	7	6	-	5	2	3	1	3	3	38

There were 63 sales made in Subway outlet in the 10 sessions. Number of sales made during dinner, tea and lunch hours are 36 out of 63(57%), 13 out of 63(21%) and 14 out of 63(22%) respectively.

The average number of sales made in each three different periods(lunch, tea and dinner hours) in the outlet are,

This table shows there is an average of 7 customers visit Subway outlet in Bream Mall in both lunch and dinner hours. Thus, both of these periods are the high sales peak hour of the outlet.

In the passed 10 sessions, the outlet had served 96 customers. 64 out of 96(67%) customers are Chinese while Malay customers and Indian customers occupied 17 out of 96(18%) and 15 out of 96(16%) respectively.

The average number on race of customers for the 10 sessions are,

This table shows there is an average of 6 Chinese(6.4 round off to 6) visit the outlet in each session. Thus, Chinese is the major customer group for Subway outlet in Brem Mall. 


The outlet sold 86 sandwiches for the passed 10 sessions. Most customers which occupied 36 out of 86(42%) purchased Fresh combo while least customers which occupied only 5 out of 86(6%) purchased their sandwiches by using "Buy 1 Free 1" coupons. On the other hand, due to Fresh Combo promotion is launching at the same time with Sub of the Day, the former has eventually affected the sales of the later. There were 20 out of 86(23%) of Sub of the Day sold out. However , its sales have slightly lower than number of normal sandwich sold which occupied 25 out of 86(29%).

The average number on types of sandwiches sold  for the 10 sessions are,

This table shows there is an average of 6 Fresh Combo is sold in each session. Thus, Fresh Combo is the best selling type of sandwich which customers purchase the most. 


There are 4 out of 96 customers(4.2%) who purchased only the side food(ONLY cookies) without ordering any sandwich of Subway.

For the 27 side foods which the outlet had sold, it has included 14 pieces of cookies and 13 cups of beverages respectively. However, i discovered that in the 10 sessions of my observations, there is no a single customer who purchase neither soup nor snacks from the outlet.

The average number on types of side food sold  for the 10 sessions are,

This table shows there is an average of 4(3.5 round off to 4) cookies sold in each session. Thus, cookies is the best selling side food of Subway, Brem Mall.



For the 63 sales that the outlet served, there were 38 out of 63 of sales(60%) chosen to take away while 25 out of 63 sales(40%) chosen to dine in the outlet.

The average number on number of customers who take away or dine in for the 10 sessions are,

This table shows there is an average of 4(4.22 round off to 4) customers who take away their meals. Thus, majority of the customers of Subway, Brem Mall will take away their meals instead of dine in the restaurant. 

Third Stage of Observation (Session 9 - 10)

This is the final stage of my observation. This observation was conducted during lunch hour in order to obtain data on the outlet's afternoon sales.

An Indian customer was ordering his sandwich. 

The details of the observation,

Date: 26.11.2012 (Monday)

Time: 1.30pm - 2.00pm
Sub of The Day Menu: Italian B.M.T

The table below show the data of 2 sessions which i have conducted,

After i have did the last 2 sessions, all the 10 sessions is successfully conducted. I will conclude the data which i have collected on the next post. Stay tune!

Second Stage of Observation (Session 6 - 8)

After i had done my first 5 sessions of observations on yesterday, i went to the Subway outlet again for the second observation today in order to complete my 10 sessions observation.

These 3 sessions of observations were conducted during tea time.

The details of the observation,
Date: 25.11.2012 (Sunday)
Time: 4.35pm - 4.50pm
Sub of The Day Menu: Chicken Teriyaki 

Tables below show the date which i obtained,

The another 2 sessions will be conducted on other day.

The little notebook which i used to record the data.