Introduction

The behaviour chosen for observation was how customers interacted inside the ice cream Parlour during the late evening. This included how they spoke with staff, selected their orders, found seating, and interacted with each other while eating. This focus was chosen because ice cream Parlours are common social places where different kinds of everyday interactions can be seen.

Methodology

The observation was planned for 10 PM on a Tuesday at Polar Bear Ice Cream Parlour in Niladri Nagar. At this time, I expected to see families, couples, and groups of friends visiting for dessert after dinner. The focus was on how people placed their orders, interacted with staff, chose their seats, and behaved while eating and talking. Notes were taken on my phone as rough bullet points. I took the role of a non-participant observer, staying quiet and not engaging with anyone, like a camera recording what is happening. I spent 45 minutes inside the parlour.

Findings

The atmosphere appeared moderately busy but calm. The indoor temperature inside the parlour was noticeably higher than the outdoor temperature. The parlour had a seating capacity of about 30-32 people and 6 staff members were present. Approximately 14-16 customers were present, consisting of families, children, couples, and small groups of friends. Customers were seated at tables or standing near the counter while waiting for their orders. Background music played at a low volume. Staff members were observed taking orders at the counter, preparing ice creams, and serving customers at tables. The seating area was partially filled, leaving some tables unoccupied.

The observations are structured into 5 parts: 4 stories focusing on customer activities at individual tables, and 1 story highlighting general observations such as furniture arrangement, non-living objects, and other amenities within the store.

Upon arrival at the ice cream parlour, I chose a seat in the corner. The parlour was already quite crowded at the time.

Story 1

Immediately beside my seat, three friends were sitting together at the next table. Two of them were seated on the sofa, while the third person sat on a chair placed opposite them. They appeared to be waiting for their order, as no food items were on the table at first. After a short time, the staff served them their desserts. Although the exact names of the items were not clear, it could be seen that two of the desserts were ice creams with chocolate syrup on top, and the third was a milkshake. The group spoke in Kannada, and their voices were loud enough that parts of the conversation could be heard from where I was seated. From what was audible, they were talking about events that had happened earlier in the day. They continued this discussion while eating, with their attention moving between their food and the conversation.

Story 2

Directly in front of my seat, there was a table with four chairs. At the time of my arrival, this table was unoccupied. A little later, two young women, appearing to be in their twenties, entered the parlour and chose this table. They occupied two seats, while the other two chairs remained empty throughout their stay. Both women picked up the menu and spent several minutes looking through the available options. They spoke briefly to each other while browsing. After some time, one of them got up and went to the counter to place an order. Before confirming it, she turned to her companion and checked the choice with her. Once it was confirmed, she placed the order with the staff and made the payment through UPI. She then returned to her original seat. While waiting for their order, both women stayed seated and used their mobile phones. They remained occupied with their screens until their order was brought to the table. The order was served on a tray, which carried two bowls of ice cream along with a printed QR code. Before eating, the woman who had placed the order took out her phone and clicked a photograph of the ice cream. After this, one of the women picked up her spoon, took the first scoop of the ice cream, and then looked towards her companion with a visible smile.

Story 3

At another nearby table, a small setup with two chairs, there sat a child on one side and a man on the other. The child was occupied with his bowl of ice cream, which contained two scoops. He used a spoon that appeared larger than his hand and ate slowly, focused on moving the ice cream from the bowl to his mouth while balancing the spoon. Across from him, the man who also had an identical bowl of ice cream ate in silence. Both individuals displayed a lack of expression on their faces, with the boy deeply engaged in his dessert and the man silent, maintaining a tired and neutral expression. The man occasionally directed his gaze around the parlour but did not visibly interact with others or express emotion.

Story 4

Later during the observation period, one person entered the parlour and proceeded directly to the billing counter. This individual engaged with the cashier, spoke for a moment, and pointed to an ice cream tub that was visible in the fridge. An employee then retrieved the indicated tub, packed it, and handed it to the customer. Upon receiving the parcel, the person looked at the bill and walked toward the exit at a measured pace. Just outside the door, a woman waited for him. After leaving the shop, he handed the parcel to the woman.

Story 5

The physical setup of the store added further structure to the service. Two air conditioners were installed but remained turned off during the observation. A single fridge with four compartments displayed ice cream tubs of different flavors, and the counter itself was fronted with a large glass case showcasing a wide variety of flavors. Some customers were observed requesting small tastings of ice cream before confirming their orders. The interior also featured decorative elements such as photo frames on the walls with images of ice creams, while the floor design resembled a chessboard, patterned with alternating black and white squares. The arrangement of furniture supported both individual and group seating, with sofas, chairs, and tables of varying sizes to accommodate different group types. Ice cream was served on trays, often accompanied by printed QR codes.

Discussion

Potential Research Topic

Not all customers are consumers. Can building a strong consumer base result in a solid customer base?

Example:
For instance, preference for ice cream can vary depending on context: personally, ice cream priced above 60 INR is considered expensive, and more affordable options are preferred for self-consumption. However, when the intention is to give ice cream as a gift, the selection criteria change, and higher-priced options may be considered. As a customer - one who buys but may not consume - the factors influencing a decision to choose a more expensive ice cream could include elements such as presentation, quality, packaging, brand value, or other attributes.

Thank you for reading

If you made it this far, I appreciate your time and curiosity. This study was as much about watching people as it was about learning to watch well; and sharing it with readers like you is what makes the work feel worthwhile.

- Bishal