This study measured the duration of the approach, decision, purchase and exit from the bar sequence.
An observational study of a convenience sample of 106 customers of a Cambridge city centre pub. The pub was chosen because of its broad multi segment appeal. Data was collected from 12am to 2pm on 1st and 3rd of September.
Timings begin from the point the customer arrives at the bar and ends as they exit the bar area with a purchase. Each participant is assigned to an estimated age category and to a lone vs group shopper category. The customers’ purchases were recorded as “drink” or “food and drink”.
The participants spent on average 2 minutes and 23 seconds at the bar area (see Table 1).
Table 1: Descriptive Statistics (values in mm:ss format)
Figure 1 shows that 50% of customers were served within the time range of 1:35 and 3:06 minutes, with the fastest purchase and decision made in 32 seconds and the longest in 6 minutes and 13 seconds.
Lone females spent on average 30% more time at the bar than lone males (see Figure 2). The difference is statistically significant; t (89) = 2.472; p = 0.015.
Lone vs Group
Customers ordering in groups spent 56% more time at the bar than lone customers (see Figure 3).
Time vs Age
Time spent at the bar increased with age (see Figure 4).
Time vs Purchase Type
Consumers ordering food and drink spent more time at the bar (see Figure 5).
Summary of Findings
- Consumers spent on average 2 minutes and 23 seconds at the bar area
- Lone females spent 30% more time at the bar than lone males
- Consumers ordering in groups spent 56% longer at the bar
- Time at the bar increased with age
- Customers ordering food and drink spent 39% more time at the bar