UBT-MBA Program Fall 2022 Coffee shopsStudying i.docx

UBT-MBA Program Fall 2022 Coffee shops
Studying in Coffee Shops and How it Positively Impacts
University Students
By
Abeer AlQurashi -WBM009
Reem Snobar- VCM024
22 October 2022
Marketing Research (MKT 532)
Supervised By: Dr. Khalid AlShohaib
Abstract:
Whether you're cramming for an exam or just having trouble
concentrating on work, many cafes offer a variety of ways to
unwind. With no distractions, you'll be able to focus better on
your studies. that's why it's important to open studying cafes

that cater to your needs. For example, a quiet cafe where you
can read quietly, or one with loud music that keeps distracting
thoughts out of your head. Also, there should be Wi-Fi access
because it allows the students to do their homework without
worrying about getting disconnected. In addition to offering
great services, these cafés often come with perks such as free
food and drinks. Often, these perks include specialty items such
as baked goods, hot chocolate, and sandwiches. Also, it offers
space to plug in small devices such as your phone or tablet.
Cafes are a perfect place for most students for doing research,
assignments, homework & study review. Cafe culture offers
plenty of benefits for students who need a little downtime to
unwind. Not only does it put you in a more comfortable setting,
but you can take advantage of benefits such as free Wi-Fi, food,
and drinks. Even if you decide to eat outside, you can easily
carry your meal inside and continue studying.
Keywords:
Coffee shop, Café, Students, University students, Study,
Quiet place to study, Books, University, Jeddah Café, Coffee
nearby, Coffee, Groups, Gathering.
Table of Contents
Abstract1
Introduction3
Literature Review4
Methodology5
Conclusion6
Work Cited7

Introduction:
“Coffee is not just a beverage in our Saudi culture. It is part
of our social grain. The Saudis start our day with coffee and end
our dinner with it. We meet for coffee, have coffee breaks at
work, and stop for coffee” (Reese 176). Most students nowadays
tend to study in some places like Cafés with different types of
ambiance, especially university students, it’s almost become a
trend, like they have a lot of distractions in their houses, for
instance; children’s voices, family problems, video games, and
series, or they don’t have a place in the house to focus and be
alone, etc. Coffee shops have internet which the student can use
together information that will help them with their study, people
find it as a peaceful, relaxing, and ideal place to study because
they have drinks and snacks to help with the study process.
Although, being with a group of students helps in interaction
and sharing creative ideas like thinking out of the box.
Moreover, the atmosphere of the place is psychologically
prepared for studying, such as the presence of a library, quiet
music to focus more, and comfortable seats. These are all
positive aspects of studying in Cafés.

Literature Review:
The development of the coffee
shop is a form of changing consumer decision patterns
in choosing and selecting the products they will consume by
taking into account several criteria such as store atmosphere and
service quality, Research such as that by
Chism (2007) has highlighted that the “sensory
stimulation of informal spaces such as the décor, carpeting and
lighting” (p. 2.7) greatly influences students' perceptions of
where it is good to study. At the University, of Sheffield,
students found the “temperature being right, spaces not being
too noisy and a good use of color schemes” Also, Fister
(2009) claimed that “good lighting, comfortable furniture, warm
colors and access to food”.
Coffee proves to be an ideal beverage within society. This is
based on its roles and functions in enhancing interactions and
communications or relationships within society. It is ideal to
have coffee shops that operate on a daily basis thus serving the
needs and preferences of the population in the context (Jakle,
2002). In the context of this research, students and other
relevant consumers require coffee for several reasons. One of
the most essential reasons for the consumption of coffee by
students is the need to stay refreshed and focused most of the
time. This is an illustration of why most students and the staff
of numerous universities prefer coffee shops that operate on a
24/7 basis thus addressing their refreshment needs (Lewis,
2011). From this perspective, coffee plays a critical role in the
enhancement of the performance of students within the

institutions. Coffee also plays a critical role in the bonding
aspect of human existence.
Various individuals including students make coffee shops
their meeting points to interact on personal and common issues.
These interactions range from social communication or meeting
to personal relationships between couples and girlfriend and
boyfriend interaction. It is ideal to note that coffee is an aspect
or component of bonding as it is a reflection of friendship and
togetherness among the students and other stakeholders. Most
individuals also depend on coffee for biological reasons. These
may include the prevention or delaying of certain diseases
(Parkinson’s disease), elimination of rectal cancer, prevention
of dizziness especially among the old population, and
elimination of certain types of diabetes. In the act of consuming
coffee, it is ideal to obtain effective and efficient services thus
ability to save time
and energy. Adoption and implementation of drive-thru services
acts towards the automation of activities within the coffee shops
(Balch, 2006).
(Blazey, 2009) mentioned that’s will enables students and
other stakeholders from the region of reference to save time and
energy as they enjoy their favorite beverage. Adoption of the
drive-thru services also contributes towards the elimination of
the long queues of coffee consumers thus efficiency in service
delivery and satisfaction among consumers. Several factors
contribute to the consumption of coffee. One of the common
factors in the determination of coffee consumption is the social
factor. The social context such as personal relationships,
executive or friendly meetings, and reunions lead to an increase
in the consumption of coffee. The main reason behind the social
factor is the environment of influence thus the ability to
embrace the situation with beverage consumption. It is also
evident that students take coffee for psychological reasons. This
is to maintain mental alertness and thus high level of focus on

the issues of concern. Consumption of coffee is also associated
with class thus the act of economic reasons in the determination
of coffee consumption (Blazey, 2009).
Methodology:
The research method will include 150 respondents, including
all students from Jeddah. A randomly distributed number of
female and male participants will occur. To generate closely
representative data, convenience and non-probability sampling
will be chosen. A group of students will be selected and will
receive an online survey that consists of 20 to 25 questions max
via a link distributed in WhatsApp & other applications through
Google Forms that will automatically record and analyze the
data collected by using a quantitative method.
Conclusion:
Students need coffee to stay refreshed and focused most of
the time. Coffee plays a critical role in the enhancement of the
performance of students within institutions. Coffee is an aspect
or component of bonding as it reflects friendship and
togetherness among the students. It is ideal to have coffee shops
that operate daily thus serving the needs and preferences of the
population.

Works Cited:
Gayatri Singh, G.S (2002).
Evolving space an examination of coffee shops in
academic libraries
file:///Users/beroo/Downloads/Evolving_Space__An_Examinati
on_of_Coffee_Shops_in_Academic_Libraries.pdf (Accessed 14
October 2022).
https://414519159843042633.weebly.com/literature-
review.html (Accessed 19 October 2022)
https://eds-s-ebscohost-
com.sdl.idm.oclc.org/eds/detail/detail?vid=13&sid=b1125ee8-
3c57-4230-9063-
5515abc11203%40redis&bdata=JnNpdGU9ZWRzLWxpdmU%3d
#AN=156315942&db=edb (Accessed 14 October 2022).
https://marketkeep.com/seo-keywords-for-coffee-shops/

(Accessed 27 September 2022)
https://www.mochasandjavas.com/5-reasons-you-
should-be-studying-at-a-coffee-shop/ (Accessed 28 September
2022).
https://www.studocu.com/row/document/de-la-salle-
university/accountancy/research-paper-about-coffee-
shops/9291795 (Accessed 28 September 2022).
https://www-emerald-
com.sdl.idm.oclc.org/insight/content/doi/10.1108/NLW-08-
2013-0063/full/html (Accessed 14 October 2022).
Jakle, J. A. (2002). Lewis, L. K. (2011). Balch, P. A. (2006).
Blazey, M. L. (2009).
Coffee proves to be an ideal beverage within the
society.Jonathan Hunter, J.H, (2014)
Learning over tea! Studying in informal learning spaces
MarketKeep. (2011).
Keywords for coffee shops.
Mochas and Javas Company, M & J Co, 2022.
5 reasons you should be studying at a coffee shop.
Nielsen, E. G. (2015).
The Coffee Shop Effect: Investigating the Relationship
between Ambient Noise and Cognitive Flexibility,
Abeer & Reem October 20222
image1.png
To: (Insert Professor Name)
From: (Insert your Name)

Re: JWI 550 Operational Excellence Six Sigma Project Charter
(Assignment 3)
Date: (Insert Date)
Based on the value stream map, the potential Six Sigma Projects
include:
· Increase Rolled % Complete & Accurate: the Rolled %
Complete and Accurate was (insert value), which indicates
(review page 91 in the Value Stream Mapping book to explain
what this means).
· Increase Activity Ratio: the Activity Ratio was (insert value),
which indicates (review page 90 in the Value Stream Mapping
book to explain what this means).
· Reduce Total Lead Time: the Total Lead Time was (insert
value), which indicates (review page 88 in the Value Stream
Mapping book to explain what this means).
· Reduce Total Process Time: the Total Process Time was
(insert value), which indicates (review page 90 in the Value
Stream Mapping book to explain what this means).
I recommend the following Six Sigma Project, (list the one (1)
recommended Six Sigma project here). The justification for
selecting the (insert the name of the Six Sigma project
recommended) Six Sigma project is (insert your detailed
explanation here).
Insert an image of VSM here
PROJECT NAME: (insert the project name here) Six Sigma
project
PROBLEM STATEMENT: (must be a specific, measurable and
chronic problem or performance gap/deficiency; No blame, no
causes, no

Solution
s in this statement):
(insert the problem statement here)
GOAL STATEMENT: (what level of performance is to be
achieved, by when, for this project. Must be SMART: specific,
measurable, attainable, relevant and time bound):
(insert the goal statement here)
PROJECT SCOPE: (must be a manageable and doable “bite
size” project, within 6 months or less):
In-Scope
Out-of-Scope
CTQs of PROCESSES WITHIN PROJECT SCOPE:
KEY METRIC: (this is the performance outcome Y to be

improved by the project, stated in measurable terms, such as:
delivery time in hours, % yield)
CTQ
Measurement
Key Metric
EXPECTED BENEFITS: (operational and financial benefits to
be expected when project goal is achieved):
Operational
Financial

MILESTONES FOR DMAIC OR DMADV PHASES:
Define
Measure
Analyze
Improve
Control
Insert timeframe
Insert timeframe
Insert timeframe
Insert timeframe
Insert timeframe
PROJECT CHAMPION: (insert the project champion name
here)
PROJECT LEADER (Green Belt or Black Belt): (insert the
project leader here)
PROJECT TEAM MEMBERS: (insert the project team members
here)
AD-HOC MEMBERS: (insert the adhoc project members’ name
here)
APPROVED BY & DATE: (insert the approved by name and

date here)
References
Martin, K. & Osterling, M. (2014). Value Stream Mapping.
image1.png
image2.png
image3.png
Name
Date
LT 30 mins LT 60 mins LT
PT 180 mins PT 360 mins PT
%C&A 90% %C&A 90% %C&A
LT: 30 LT: 60 LT:

PT: 180 PT: 360 PT:
Overview of the Process
Challenges
Bottlenecks
References
Martin, K. & Osterling, M. (2014). Value Stream Mapping.
Standard Work Instructions:
Vanessa Woodard
11/7/2022
Customer
1. Insert your name, title of the value stream, and
demand or Takt time.
2. Insert the activity, role, number of staff, LT, PT,

and %C&A in the process blocks. The summary
timeline should autopopulate.
3. Verify the current state summary metrics are
calculated correctly.
4. Add the current state overview, challenges, and
bottleneck. Include any other relevant metrics (i.e.,
NPS, AHT, etc.).
5. Review the assignment instructions once more.
Check your work. Upload and submit when ready.
Review & Update First Draft editing QC Supplier Material
JK makes an order for two hundred units of books from
Skyworth Design House. These Units are sibdivided into book
1, book 2, book 3, book 4, book 5 and book 6. Skyworth design
house has 25 units in store and will therefore seek the processes

of SDF supplier who is the prinitng house well as the graphic
designer. Skyworth will review and update each of the books
which will take approximately three hours to do so. these
reviews have to be drafted and will consume six hours to do so.
This will be followed by a supplier material requisition that will
take six hours. Generally the whole process will take 1230
minutes which is approximately twenty one working hours. The
client will get their order in the fourth day
there may be issues in reviewing and getting the feedback to the
print house
there are delays in the print house which may cause delays in
the operations.
a minor error in one book may cause the design house to
recheck all other components.
the client needs the units as fast as possible
Reviewing and updating
books needs two persons
and each books requires

First draft editing
requires two persons
each taking one hour for
Quanity supplied
material requires one
person who will consume
Title:
Demand or Takt time:
60 mins LT 30 mins LT 10 mins LT 5
360 mins PT 180 mins PT 60 mins PT 30
96% %C&A 70% %C&A 100% %C&A 95%

60 LT: 30 LT: 10 LT: 5
360 PT: 180 PT: 60 PT: 30
Skyworth Design Value Stream
A customer needs 6 books which will take 1230 hours to
produce and deliver
Customer
Print ProofsQC Supplier Material Final Approval
Production Control
Proof Approval
the books have to be
apprived for printing
purposes. It will take one

there may be issues in reviewing and getting the feedback to the
print house
there are delays in the print house which may cause delays in
the operations.
a minor error in one book may cause the design house to
recheck all other components.
Quanity supplied
material requires one

person who will consume
Final Approval is done by
one person and will take
thirty minutes per book
The prints will have to be
proof read by one person
who will take ten
Total LT (minutes) = 205
Total PT (minutes)= 1230
Activity Ratio =
Total PT/Total LT 600%

Rolled %C&A =
52%
mins LT 10 mins
mins PT 60 mins
%C&A 100%
LT: 10
PT: 60
Skyworth Design Value Stream
A customer needs 6 books which will take 1230 hours to
produce and deliver
* Total LT and PT are calculated by summing the LT and PT
values for all processes.
** Total %C&A is the Rolled %C&A, which is calculated by

multiplying the %C&A for all processes.
Receiving and Shipping
the books will be shipped
to the client

JWI 550: Operational Excellence
Assignment 3
© Strayer University. All Rights Reserved. This document
contains Strayer University confidential and proprietary
information and may not be copied,
further distributed, or otherwise disclosed, in whole or in part,
without the expressed written permission of Strayer University.
This course guide is
subject to change based on the needs of the class.
550 Assignment 3 (1208) Page 1 of 3
Operations Management Project Part C: Six Sigma Project
Charter
Due: Sunday, midnight of Week 9 (15% of course grade)
Overview
Six Sigma projects are powerful tools for achieving
breakthrough improvements. Improvement projects utilize

the DMAIC methodology, while design or re-design projects use
the DMADV methodology. Such projects can
be undertaken for large or small initiatives. But because they
require a fair bit of work in planning and engaging
the team, they are usually applied in situations where a
significant change effort is likely to lead to an outcome
well in excess of the work put into the project.
In the first two parts of your Operations Management Course
Project, you have: (A) mapped and analyzed the
value stream, and (B) organized a Kaizen or Work-Out to
address improvement opportunities which do not
require rigorous data analysis. Now, you are ready to move
forward with one or more projects that leverage the
power of Six Sigma’s tools and rigorous data-driven analysis. A
project charter is needed for each proposed
Six Sigma project. Project charters enable management to
understand, evaluate, and approve projects for
launch.
Instructions
Use your work in Part A and Part B of your Course Project, as
well as what you have learned so far in this

course, to identify a potential Six Sigma project that can benefit
the value stream and your organization.
1) List and describe potential Six Sigma project(s) that you
would propose to senior management,
recommend one project, and justify your selection.
2) Develop a detailed Project Charter for your recommended
project. The project charter must include the
following:
a. Problem statement
b. Goal statement or objectives
c. Project scope
d. Critical-to-quality requirements, or CTQs, of the processes
within the scope of this project
e. Key metric Y (or key metrics Y)
f. Expected operational and financial benefits of the project
g. Milestone dates for each phase of DMAIC (or DMADV)
h. Project team (titles of project team leader and members)
i. Champion (title of executive or senior manager)
Submission Requirements

Your work is to be submitted in Word. Total length should be 3-
4 pages. Since this is a charter, put some
thought into how best to present the material visually. Use the
instructor-provided Project Charter Template as
a guide. At an absolute minimum, you should include clear
headers and sub-headers. You may also want to
call out certain elements, like timelines or key milestones, using
graphics, tables, or colors to make the charter
visually appealing and easy to read.
Assignment 3

RUBRIC: Part C
CRITERIA Unsatisfactory Low Pass Pass High Pass Honors
List potential Six Sigma
projects that you would
recommend to senior
management, and
justify your selection
Weight: 25%
No potential Six
Sigma projects
identified or no
justification for
selection.
Potential Six
Sigma projects

identified, but no
justification for
selection.
Potential Six
Sigma projects
identified with
incomplete or
unclear
justification for
selection.
Potential Six
Sigma projects
identified with
clear justification
for selection.
Potential Six
Sigma projects
identified with
clear justification
for selection.
Provides
additional clear

connection to
specific strategic
initiatives in the
student’s
organization.
Develop a detailed
Project Charter for each
recommended project.
The Project Charter
must include the
following:
a. Problem statement
b. Goal statement or
objectives
c. Project scope
d. Critical-to-quality
requirements or
CTQs of the
processes within the
scope of this project

e. Key metric Y (or key
metrics Y)
f. Expected
operational and
financial benefits of
the project
g. Milestone dates for
each phase of
DMAIC (or DMADV)
h. Project team (titles
of project team
leader and
members)
i. Champion (title of
executive or senior
manager)
Weight: 60%

Missing or
inaccurate list of
any potential Six
Sigma Project
Charters.
List of potential
Six Sigma
projects. Project
Charters with
bullet points (a)
to (f) addressed.
List of potential
Six Sigma
projects and
selection
justified. Project
Charters
complete with all
bullet points
addressed.
List of potential
Six Sigma

projects and
selection
justified. Project
Charters
complete with all
bullet points
addressed.
Includes detailed
and correct
entries in Project
Charter.
List of potential
Six Sigma
projects and
selection
justified. Project
Charters
complete with all
bullet points
addressed.

Includes
excellent,
detailed entries
in project
charter.
Assignment 3

Finished product
presents responses and
recommendations in a
well-organized format
that is easy to read and
free from grammatical
errors
Weight: 15%
Finished product
is disorganized
and/or difficult to
understand and
includes
significant
grammatical
errors.
Finished product
is free from
significant
grammatical

errors, but it lacks
organizational
cohesion, making
it challenging to
read and/or
understand the
recommendations
Finished product
is free from
significant
grammatical
errors and
presents
responses and
recommendations
in a satisfactory
manner.
Finished product
is well-designed
and written, with
a clear, easy-to-
read layout and
few grammatical

errors.
Finished product
is well-designed
and written, with
a clear, easy-to-
read layout and
few grammatical
errors. Student
makes good use
of color and/or
other design
elements to
create a visually
appealing
charter.
Operations Management Project Part C: Six Sigma Project
CharterInstructionsSubmission Requirements Your work is to be
submitted in Word. Total length should be 3-4 pages. Since this
is a charter, put some thought into how best to present the
material visually. Use the instructor-provided Project Charter
Template as a guide. ...

By: Abeer AlQurashi and Reem Snobar

Abstract
1
Table of Contents
Keywords

2
Introduction
3
Literature Review
6
Methodology
7
Aim of the study
4
Research Questions
5
Conclusion
8

Abstract :
Whether you're cramming for an exam or just having trouble
concentrating on work, many cafes offer a variety of ways to
unwind. With no distractions, you'll be able to focus better on
your studies. that's why it's important to open studying cafes
that cater to your needs. In addition to offering great
services, these cafés often come with perks such as free food
and drinks. Often, these perks include specialty items such as
baked goods, hot chocolate, and sandwiches. Cafe culture offers
plenty of benefits for students who need a little downtime to
unwind. Not only does it put you in a more comfortable
setting, but you can take advantage of benefits such as free Wi-
Fi, food, and drinks.

Coffee shop
University students
Coffee nearby
Students
University
Quiet place to study
Books
Study
Café
Jeddah Café
Coffee
Groups
Gathering

Introduction:
Coffee is not just a beverage in our Saudi culture, It is part of
our social grain, Most students nowadays tend to study in places
like Cafés with different types of ambiance, especially
university students, it’s almost become a trend, Like they have a
lot of distractions in their houses, for instance; children’s
voices, family problems, video games, and series, or they don’t
have a place in the house to focus and be alone.

Many students these days tend to study in coffee shops rather
than their houses due to many issues or problems that happened
to them during their study time, so studying in coffee shops will
benefit the student in having high grades, especially students
who go through circumstances that make them study in cafes
and also students who do not have conditions but prefer to study
in cafes because of the appropriate atmosphere, calm, studying
with friends and drinking coffee with them and many other
reasons. Moreover, the objective is that It will positively affect
the achievement of the study in general and bring out ideas
outside the box when a group of students meets with each other.
Even though, The effect of coffee also plays a large aspect in
absorption, alertness, and focus in the study.

The study aspired to answer the following research questions:
Question (1)
Question (2)
Question (3)
Why do students prefer studying in coffee shops?
How do the coffee shops attract students?
How does studying in a coffee shop benefit the students?
Research Questions:

Literature Review:
The development of the coffee shop is a form of changing
consumer decision patterns in choosing and selecting the
products students found the “temperature being right, spaces not
being too noisy and a good use of color schemes” Also,
Fister (2009) claimed that “good lighting,
comfortable furniture, warm colors and access to food.

Methodology:
The research method will include 150 respondents, including all
students from Jeddah.
A randomly distributed number of female and male participants
will occur. to generate closely representative data, convenience
and non-probability sampling will be chosen.
A group of students will be selected and will receive an online
survey that consists of 20 to 25 questions max via a link
distributed in WhatsApp & other applications through Google
Forms that will automatically record and analyze

the data collected by using a quantitative method.

Conclusion:
Students need coffee to stay refreshed and focused most of the
time. Coffee plays a critical role in the enhancement of the
performance of students within institutions. Coffee is an aspect
or component of bonding as it reflects friendship and
togetherness among the students. It is ideal to have coffee shops
that operate daily thus serving the needs and preferences of the
population.

References:
Gayatri Singh, G.S (2002). Evolving space an examination of
coffee shops in academic libraries
file:///Users/beroo/Downloads/Evolving_Space__An_Examinati
on_of_Coffee_Shops_in_Academic_Libraries.pdf (Accessed 14
October 2022).
Jonathan Hunter, J.H,(2014) Learning over tea! Studying in
informal learning spaces
https://www-emerald-
com.sdl.idm.oclc.org/insight/content/doi/10.1108/NLW-08-
2013-0063/full/html (Accessed 14 October 2022).
Jakle, J. A. (2002). Lewis, L. K. (2011). Balch, P. A. (2006).
Blazey, M. L. (2009). Coffee proves to be an ideal beverage
within the society.
https://414519159843042633.weebly.com/literature-
review.html (Accessed 19 October 2022)

MarketKeep. (2011). Keywords for coffee shops.

https://marketkeep.com/seo-keywords-for-coffee-shops/
(Accessed 27 September 2022)
Mochas and Javas Company, M & J Co, 2022. 5 reasons you
should be studying at a coffee shop.
https://www.mochasandjavas.com/5-reasons-you-
should-be-studying-at-a-coffee-shop/ (Accessed 28 September
2022).
Nielsen, E. G. (2015). The Coffee Shop Effect: Investigating the
Relationship between Ambient Noise and Cognitive Flexibility,
https://www.studocu.com/row/document/de-la-salle-
university/accountancy/research-paper-about-coffee-
shops/9291795 (Accessed 28 September 2022 ).

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Home Hydroponic farming:
Uncover Hydroponic farming in Jeddah’s household kitchen as a
self-efficiency source of food
By
Ahdab Sindi & Hanan Fakiha

1
Outline:
Research Questions
Methodology
Survey
Findings
Discussion
Conclusion
Hydroponic farming

2
Research Questions
Does hydroponic farming achieve household self-sufficiency?
How does hydroponic farming affect a Saudi household
lifestyle?

The research questions aimed to be answered by academic
references beside the survey which distributed online.
3
Methodology
randomly distributed number
non-probability sample
100 respondent

Targeting: medium size families, female & male singles living
in Jeddah.
age between 15 - 64 years old

The research method included at least 100 respondents,
including medium size families and female and male singles

living in Jeddah, Saudi Arabia.
The sample individuals will age between 15 and 64 years old,
which represents 72% of the previously mentioned demographic
in Saudi Arabia (TREND 2021).
A randomly distributed number of female and male participants
chosen.
To generate closely representative data, a non-probability
sample was chosen.
Surveys sent online using Google Forms to the sample, and data
collection took place through google documents for analysis.
4
Survey
Survey about home hydroponics in Jeddah
https://forms.gle/fNHsCEVUBX7VhnUGA

6
Geographic
100% of respondents lives in Jeddah, as researchers excluded
who lives outside

In question one, the results confirms that all 100 participants
live in Jeddah city in Saudi Arabia after excluding who lives
outside the geographic targeted area.
7
Housing
What kind of housing you live in ?
Small apartment

big apartment with balcony or top roof
small home
home with backyard or top roof
Medium apartment

In question two, 30% of participants live in homes with
backyards or rooftop and 29% live in small apartments without
any outdoor areas. Also, 21% live in big apartment with an
outdoor area either a balcony or a rooftop and 19% live in a
small home without an outdoor area, whereas only 1% live in
medium size apartments without outdoor areas.
From the survey, researcher founds that the majority of the
respondent lives in home with backyard or top roof followed by
the total opposite hosing group which is a small apartment
without balcony, top roof or backyard. That is an indication that
the hosing condition in Jeddah is totally different among the

random respondents.
8
From which age group are you?
Demographic
The age range from 8-60+ for both gender
Gender:
Male
Female

In demographic questions, 83% of our participant were females

and 17% were males. In the question concerning age, 45%
ranged between 30-39 years old and 20% ranged between 40-49
years old. Also, 13% ranged between 19-29 years old and 12%
ranged between 50-59 years old. Finally, 10% were above 60
years old and 0% were below 19 years old.
Researchers found that the demographic majority in term of
gender is for female. And in term of age group for both genders
is 30-39 age group which represent 45% of the total
respondents, analysed as 12 male which is equal to (26.66%) of
this age group & 33 female which is equal to (73.33%) of the
same age group. As a result, female aged between 30-39 were
the majority of the research respondents. And it might have an
indication of interest in hydroponic farming among this group.
9
Focus group preferences
If you like farming, what kind of plants would you consider to
plant it at home in general?
Decorative plants
edible plants
Bamboo and plants that live for a long time
Flowering and fragrant plants such as gardenia

In the preference question, inquiring on what type of plants
participants prefer to plant; 76% preferred to plant for
decorative purposes, 36% preferred edible plants. Other
specified other plants of their preference; 2% prefer planting
Bamboo in specific because it lives longer, whereas 1% prefer
flowers and fragrant plants such as, Gardenia, roses …etc.
Researchers found that the majority preferred Decorative plants
over edible plants for home planting. This result might give an
indication that the respondents may prefer non-edible plants
over edible plants and those 36% of the respondents who
matters to answer the research question.
10
General Knowledge

Have you ever heard of hydroponics?
Yes, but I don't know what it is
Yes, I know some about it
No, I know nothing about it

In the question on participants’ knowledge inquiring if they
heard of hydroponic farming methods before, 35% claimed they
do not know anything about it, 34% claimed they know some
information about it and 31% claimed that they heard the term
but do not have sufficient details about it.
So, the majority of the respondents know nothing about
hydroponic farming. And increasing the awareness about
hydroponic farming might help them to adopt this method and
reach self-sufficiency source of food in the future. In order to
develop this question in the future, researcher may use a scale
from 1-10 to show the degree of knowledge about hydroponic

farming.
11
Insight
If in a grocery store, would you buy hydroponically grown
produce?
Yes
No
Maybe

The insight question inquires if participants would purchase and
use hydroponically grown groceries; 25% answered yes to
consider purchasing them,9% while the majority say maybe!
Represent 66% of the respondents.
So, another question may arise to know the reason behind their

concerns, are they afraid of chemical products, or is it not
trusted because it does not contain soil? Or because they are not
aware of the concept of hydroponic farming? Or what?
Respondents who answered with yes, could answer the research
question better.
12
Interest
Would you be interested in learning about hydroponics?
Yes
No
Maybe

In the interest question, inquiring on participants’ interest on
learning more about hydroponic; 80% answered yes, 14%

answered maybe and only 6% answered no.
With the vice majority showing interest of discovering more
about hydroponic farming is a positive sign to go further with
the research and open up new research questions and
opportunities and could make the 66% in the previous question
who answered with maybe to restate their opinion when they
discover what hydroponic farming really is. Further, this
question will lead to the following question to indicate the
percentage of the opportunity.
13
Opportunity
Would you consider trying hydroponic farming at home?
definitely, I would master it
Maybe, I would like to try the basics
No

The result shows that the majority of the respondents (60%) are
willing to learn the basics only, followed by a 32% who would
defiantly want to master the hydroponic farming which is a
positive answer to the research question. While 8% of
participant did not want to try it.
14
Internal Vs. External
If you master hydroponic farming, would you stop purchasing
vegetarian food from outside?
Yes
No
Maybe , some kinds

The purpose of this question is to know an indication if the
respondents are will to reach self-efficiency and stop
purchasing external product. So, the internal vs. external
question, inquires if participants would stop purchasing certain
vegetables and fruit from grocery stores or farm markets; 68%
answered maybe, 17% answered yes and 15% answered No to
stop purchasing vegetarian food when they reach self-
sufficiency. As a result, Plurality of the respondents are willing
to stop purchasing some kinds of product if they mastered the
hydroponic farming which is a good result for the research
question. And a good sub question to this question will be what
kind or plants they are going to stop purchasing and grow them
individually.
15
Plant kinds
What kind of plants would you consider planting hydroponically
at your home?
leafy vegetable (lettuce, cabbage, celery…etc)
Any plant could grow in house
fruits & vegetable (cherry tomato, lemon...etc)

All the plants could grow using hydroponic method

In the type of plants question which aim to know the plant type
that respondents might want to consider planting them
hydroponically; the majority which is equal to 82% of the
respondents preferred leafy vegetable such as lettuce,
spinach…etc. followed by 42% who would consider planting
fruitful fruits and vegetables such as, cherry tomatoes and
lemons. 2% would consider also planting all the plants which
could grow with hydroponic method and 2% would consider any
plant could grow in house. The options which were given by the
researchers was only the first 2 option which was more common
to grow hydroponically and the rest was Witten by the
respondents and a good development for this area is to give
more categorised option to get a better respond such as:
Herbs (mint, sage, basil…etc)

fruits & vegetable (cherry tomato, lemon, avocado ...etc)
roots (ginger, potato, carrot…etc)
leafy vegetable (lettuce, cabbage, celery…etc)
other: please specify…...
16
Purpose of Hydroponic
For what purpose would you consider hydroponic farming?
As a New hobby only
additional supply of herbs and vegetable to outside purchases
self-efficiency of total food consummation at home
Give-up external purchases of vegetables and fruits
Self-sufficiency of widely consumed vegetables and fruits at
home
Self-sufficiency in production & give-up external purchases
Find it easily at home when needed
More cleaner product than the market

In the purpose question, inquiring which purpose does
hydroponic farming serve for participants. 53% would adopt it
to practice a new hobby, 12% purpose was stopping external
purchases of vegetables and fruits, 11% purpose was to reach
self-sufficiency of total food consumption at home (without
stopping outside purchases), 9% aims for additional supply of
herbs and vegetable to the ones purchased from outside, another
9% aim to self-sufficiently of frequently used fruit and
vegetable at home. 4% aim to self-sufficiency and stop outside
purchases completely, 1% aim to easily find it fresh at home
without the need to go outside and 1% aim for better hygienic
products than the ones sold in the market. So, this question
results show that the lump of respondents would consider
hydroponic farming as a new hobby and not for a source of food
as the research question suggested meanwhile the other options
serves a similar purpose of reaching a self-efficiency for
individuals to grow food hydroponically.
17

The study confirms that all participants live in Jeddah – KSA as

authors targeted. Additionally, most of the population were
females proving that females are more interested in hydroponic
farming than males. Moreover, having a population with 50%
ranging in age between 30-39 years that are interested in taking
a survey concerning hydroponics, this indicates that decision
makers in the society are willing to change their and their
family’s lifestyle into a more organic and energy/resource
saving style. Therefore, we might see a change in many
households could be seen in the near future, if it was not
happening already in some. Also, the study proven that the
majority of the population are interested to learning more about
hydroponics and trying basic hydroponic methods at home.
The study tested planting main purposes were either decorative
or fragrant flowering. However, there were a good number of
participants that prefer to plant and eat, which proves the
tendency of some nationals to plant for nutritional purposes.
The study also found that there are people that know and heard
the term hydroponics earlier. Additionally, the study proven the
tendency of Saudi nationals to purchase hydroponic groceries to
use at home which indicates a brighter future for hydroponic
farming in Saudi.
Regarding self-sufficiency, a good number of participants
confirmed they would stop purchasing vegetarian food upon
reaching self-sufficiency of certain fruit or vegetables such as,
herbs (mint, sage and basil), fruit and vegetables (cherry

tomatoes and lemon, root vegetable (ginger, potatoes and
carrots) and leafy vegetable such as, lettuce, cabbage and
celery.
The study also found reliable purpose behind people adopting
hydroponic farming; the majority find it practicing a new
hobby, whereas the other majority believed that hydroponics
would guarantee availability of goods at home at any time and
eventually help them stop purchasing those good from the
market. The minority believe in self-sufficiency as a result to
hydroponic farming at home. The tendency to adopt hydroponic
farming method in Saudi Arabia is noticeable among female
who are housewives and for mainly a purpose of discover a new
hobby.
18
83% of our participant were females.
Almost half of the respondents were between 30-39 years old.
Majority of population are interested to learning more about
hydroponics and exploring the basics of hydroponic methods at
home.
Most of the respondents preferred decorative or fragrant
flowering plants over edible plants at home.
The tendency to purchase hydroponic groceries

Participants main interest is practicing a new hobby
Self-sufficiency is yet to be uncovered.
Open Discussion

Female mainly housewives, decision makers at home
19
Conclusion
Thank you

In conclusion, this research will try tried to answer some of the
queries about the efficiency of hydroponic planting compared to
soil planting and if hydroponic methods achieve household
sufficiency on daily used fruit and vegetable. Additionally,
inquiries on the quality of food produced at home versus
imported food.
This research targets targeted possible household candidates
within the suggested target audience mentioned in the
methodology and this group cares about health nutrients from
the most valuable food and adopting healthy lifestyle. It is a
matter to be considered by families for the future of their
children’s health and wellbeing. In addition to the cost and
energy saving outcomes as well as global anti-pollution
approach to preserve the planet. The survey questions presented
and discussed in the finding section which answered the
research question, there were a low awareness about hydroponic
farming in general and a grate interest in knowing, adopting

thins method starting as a hobby yet it did not reach a big
percentage of relaying on hydroponic farming as a self-
efficiency source of food but a grate number to start the journey
which might give an opportunity to monitor the interest and
opinion of the respondents after trying and learning more about
the hydroponic farming which is based on trial and error
attitude.
20
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Home Hydroponic farming:
Uncover Hydroponic farming in Jeddah’s household kitchen as a
self-efficiency source of food
By
Ahdab Sindi & Hanan Fakiha

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Final Brief
Module code and title
Marketing Research
Assignment title/No.
Final Project: Full Research
Grading percentage
40 %
Deadline/ Hand-in
TBD

Assignment Description:
In a group of two/three you are required to present a proposal
for your research. Your proposal should align with your
program of study and be oriented towards full research. Your
proposal must relate to your discipline-specific
pathways/program. This is very important, to ensure that your
proposal allows you to earn depth knowledge of your research
and understand the essential elements of any research that you
will be taken.
Note, you must submit your power point slides and research in
the Blackboard.
Assignment Learning Outcomes:
1. Understand how to conduct academic research
2. Practice how to perform an abstract in academic research
3. Learn how to search to theories and framework in academic
databases
4. Evaluate 3 different databases.
5. Learn how to paraphrase to ensure academic writing
6. Develop knowledge of a wide range of information gathering
techniques

7. Develop knowledge of how to present researched topics with
confidence and clarity through presentations, seminars and
critiques
8. Build basic study skills: information identification and
retrieval, reading and note taking skills, time management,
referencing and annotation.
9. Write a proper refences list
Tasks to be Covered
You are required to submit your complete research (around
6000 words – 10% more or less is still acceptable) including:
Cover Page:
· Course details
· A title that captures the research aim
· Student name and number
· Instructor name
Abstract (300 words):

· A summary of every section of the research with the main
arguments
Table of Content:
· Table of the contents including the page numbers
Introduction:
· Include a highlight of its importance (a hook)
· Introduce the research with brief information
· The aim of the research
· The objective of the essay
Literature review (1300 words each student):
· Summerise a few of the main literature that related to your
topic.
· Make sure that this is related/answer some of your objectives.
Methodology (600 words each student)
· Include the elements of the research design such as research
strategy and approach. This can be learned from the research
onion by Saunders or from the course core book.
· Sample information
Findings (500 words):
· A summary of the main findings

· Tables/Figures
Discussion (1000 words each student):
· Discussing the main findings
· Link the discussion with your literature reivew
· Meaning of the findings including reflections
Conclusion (750 words):
· Recall the research aim
· Explain how it is original research and important
· Explain how you achieved your research objectives.
· Express your main contribution
· Visualise your contribution
References:
· At least 15 references using Harvard style.
Appendix:
· Ethical form
· Consent letter
· Sample of participants questions
In addition, it is highly

recommended to print a poster. The poster
can be an A3 one page that covers the followings:
1. Title
2. Overview, presenting a short review of the topic, and aims
and objectives
3. Literature review, key literature and theories on the topic
4. Methodology, covering research design, case studies, data
collection, and data analysis.
5. References
Plagiarism and cheating:
Your attention is drawn to the University’s stated position on
plagiarism. THE WORK OF OTHERS THAT IS INCLUDED IN
THE ASSIGNMENT MUST BE ATTRIBUTED TO ITS

SOURCE (a list of references and bibliography must be
submitted).
Please note that this is intended to be an individual piece of
work. Ensure that you read through your work prior to
submission. For some assignments, you may be asked to use the
University Plagiarism detection service ‘Turnitin’. Action will
be taken where a student is suspected of having cheated or
engaged in any dishonest practice. Students are referred to the
University regulations on plagiarism and other forms of
academic irregularity. Students must not copy or collude with
one another or present any information that they themselves
have not generated.
Submission:
Written assignments should be submitted a copy via
Blackboard. The assignment will not be accepted by Handing in
one version of the copy. Other forms of copy will be handed in
as advised by the instructor in class.
Note: Late submission by one minute will be considered a one-
day late submission, which will cause a loss of 10% for each
day.

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