Consumer BehaviorEssay Preview: Consumer BehaviorReport this essayFour Cs are as follows:Cost to the Consumers:The average Starbucks customer visits a store 18 times a month and spends $3.50 a visit.The companys sales and profits have each grown more than 50% annually through much of the 1990s.The pricing strategy is based on the consumers perceptions of value.Price ranges:Coffee per poundLatin America coffee ranges from $9.95 to $12.95 per pound.Africa/Arabia ranges from $9.95 to $15.95 per pound.Asia/Pacific ranges from $10.15 to $13.45 per pound.Multi-region blend ranges from $ 9.95 to $12.95 per pound.Dark roast blend ranges from $ 9.95 to $10.65 per pound.Individual beveragesTazo tea ranges from $1.35 to $3.45Espresso ranges from $ 1.35 to $2.30 per pound.Coffee (hot) ranges from $ 1.45 to $1.75 per pound.Coffee (hot) ranges from $ 1.60 to $2.45 per pound.Frapuccino ranges from $ 2.65 to $4.20 per pound.Communication:Starbucks focuses on the word of mouth as a main media of communications by creating a unique customer experience and is not concentrating so much on advertising. The ability that Starbucks has had to make human contact with their customers, through their people, is one of the reasons they have been so successful. Too often, companies view customers as transactions, not people. That is what happens when there is an emotional connectionЖwhen someone says he appreciates you as a customer and a human being. Starbucks tries to enhance peoples days and make them feel good about being at Starbucks.
Starbucks provides in-store promotions by having programs such as Ðone free coffee day as a way to promote their coffee.Starbucks relies on relationship capital. This delicate asset requires continual nurturing and attention. If you frequent a Starbucks nearby, you may have noticed that the employees look at you in eye, anticipate what you want, and cheerfully help the line move along.
Starbucks warm yet tight grip on its suppliers; how the company nurtures relationships with employees using promotions, compensation, and feedback mechanisms intended to keep employees motivated and content. Starbucks has achieved the lowest employee attrition rate in the industry. In the end, Starbucks views its product not as coffee-based drinks but as a customer experience for which all the things around are well sustained and carried out.
Starbucks builds trust and confidence among their people by promoting themselves as a socially conscious company. This is a company with a conscience. Starbucks encourages people to be involved in their local communities. Starbucks tries to do things such as pay more than the asking price for coffee beans. That way Starbucks can get the money back into the hands of the people who grow it, often in poor countries.
Consumer benefits: Starbucks primary product that consumers benefit is coffee, as well as a wide variety of other beverages, foods, and CDs.Extensive Product line: Dozens of (hand-crafted) beverages, coffee, bottled FrappuccinoЮ and FrappuccinoЮ cool blended beverages, several lines of TazoЮ tea, EthosЙ water, fine chocolates, sandwiches, salads, pastries, home coffee brewing equipment, CDs and gift cards.
Services: Office Coffee Service, delivery service and retail food service lines.Merchandise: Starbucks merchandise includes exclusive espresso machines and coffeebrewers, unique confections and other coffee and tea related items.High quality of product:The World of Coffee—Starbucks coffee buyers travel to the higher elevations where the climate and soil provide perfect growing conditions and where they find the finest arabica beans in the world.
Certified organic coffee —Many of the coffees Starbucks buys are certified organic coffee, which is gown without the use of synthetic pesticides, herbicides or chemical fertilizers.
Shade-grown —- another standard Starbucks uses in selecting coffee beans. Purchase coffee from farmers using traditional cultivation (shade-grown) method, a kind of naturally growing which yields higher quality coffee.
Organic milk & soy milk —Starbucks continues to offer certified organic milk as a dairy alternative in their U.S. company-operated stores. They also offer organic soy milk for consumers who prefer a soy alternative
Benefits through the eyes of the customers: Just as important as building a coffee bar culture, Starbucks maintained control over the coffee from start to finish Ð- from the selection and procurement of the beans to their roasting and blending to the ultimate consumption. Starbucks extreme vertical integration has paid off.
Starbucks location has provided so far great benefits to customers by appealing to all five senses:the enticing aroma of the beansthe rich taste of the coffeethe product displays and attractive artwork adorning the wallsthe contemporary music playing in the backgroundand even the cozy, clean feel of the tables and chairsStarbucks strong brand is tied both to the actual quality of the product and service and to various intangible factors. Those intangibles include “user imagery” (the type of person who uses the brand), “usage imagery” (the type of situations in which the brand is used), the type of personality the brand portrays (sincere, exciting, competent), the feeling that the brand is trying to elicit in customers (purposeful and warm), and the type of relationship
Starbucks is committed to the mission to change the lives of people and build relationships that inspire and motivate them with every day life. Starbucks is our nation’s largest brand that helps us connect with each other, inspire, educate and lead an inspiring life. Starbucks’ unique philosophy enables us to reach out to everyone and to live our life in a way that is sustainable and sustainable for all of our guests.
Starbucks offers 10 percent of all Starbucks drinks throughout the USA but not only is this in place as part of our everyday routine, but the Starbucks team also helps customers find, find, and share what makes Starbucks special. While most of our customers love the quality of Starbucks coffee, others find its complex, complex flavors, textures, and flavor combinations a bit too complex, too complex even, or too complex at all.
Starbucks has a wide assortment of traditional recipes in a new, brand new, high quality beverage, including a variety of high class blends which, when combined, create unique and delicious beverages. In a world where every customer’s taste buds need and want to learn how to make coffee better, Starbucks is the one company that is taking the time to develop and execute such a drink. The best way Starbucks encourages customers to succeed is by engaging in conversations, discussions and shared passion for making what we call “Starbucks.”
Starbucks is the leading leader in the food, beverage and creative craft industries worldwide. The brand embodies the qualities of a world leader in all of the flavors it offers and is a world leader in the use of the most sustainable and sustainable materials for the most natural and sustainable uses. Starbucks is committed to expanding its impact in the environment and building a global empire with new, innovative products.
Starbucks® has been recognized for its quality in all its products through many brands including Marlboro, Mandy, Black Friday, Starbucks Coffee, and the first Starbucks Original Wines and Pastries.
Starbucks has made great friends through our network of friends/family, friends at work and friends around the world who appreciate and share with us the passion and energy of their companies and communities. A great place for all of you and your group of friends to meet, share and find out more about your favorite Starbucks products and places to stay.
Starbucks is an online retailer, the leading retailer in the U.S., offering more than 300 million customers daily, which is almost 500 times more than Starbucks®. Each and every person with Starbucks in the United States knows the Starbucks brand, which is recognized by our staff and community in countless ways. For our customers, we celebrate the customer movement. It’s easy to look at Starbucks with envy, envy at their reputation and envy at their friends. The company understands that the value of our coffee has no correlation to our customers’ tastes. Even if you believe in making coffee every day, we know that the value of your caffeine intake doesn’t lie with your skin, your favorite beverage