Essay About Health Concerns And Failure Of Respondents

Starbucks Marketing
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Executive summary
This report aims to understand why university students choose to drink coffee over other
beverages and how to alter their behaviour in order to increase consumption. Product
knowledge is thus the area of focus that we seek to improve. Aiding the accretion of
knowledge should result in this information being tuned as to give overall support to the
product.
Secondary research has indicated that this demographic are under represented in the
marketplace. Therefore this report aims to investigate what the attitudes towards coffee
are and how they influence their behaviour.
To explore the consumers behaviour, a number of primary research tools were used,
including surveys and in-depth interviews.
The findings from this research has demonstrated the need for advertisers to focus on the
neglected psychosocial benefits of coffee, rather than concentrating on the attributes and
functional benefits that continue to be promoted.
The failure of respondents to mention ethics and fair trade coffee, has, in these
instances, indicated that these issues are unimportant. This shows that terminal values
here are not being accessed. However, the negative terminal values associated with the
health concerns towards coffee are shown to be prominent; although secondary research
has highlighted that these health concerns are unfounded and that the health benefits of
coffee should be emphasised by marketers.
Finally, it was determined that the use of accidental exposure would be a cheap and
effective way of attaining affective and cognitive stimulation.
Terms of Reference
This report has been complied with the view that it will be seen by coffee producers and
the International
Coffee Organisation (ICO) who represent coffee globally. The report is
based on research of the coffee industry and does not reflect a comparison between any
particular brands
1.0 Introduction
This report aims at discovering the attributes of coffee that university students in the
United Kingdom find appealing. After these attributes are obtained, the primary and
secondary research