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.