The findings reveal that there are clear segments within Starbucks consumer base in UK and marketing strategy has to reorient to the identified specific needs of each of these segments.
This paper presents an analysis of consumer behaviour in relation to various coffee products offered by the Starbucks UK. Coffee is a product that is consumable on the spot and in its generic form can be considered as a part of daily consumption routine of the consumer. However through the processes of product development and product packaging marketing strategies of coffee products sellers have brought to market place various variants of the generic product and this has worked to rouse consumer demands in respect of each these variants .What is interesting to note is that these variants have resulted in the development of specific consumer choices, rationale for consumption and even lifestyle related issues. This has given rise to innumerable opportunities to innovate and raise other variants of the generic coffee products for the prudent marketer. ...
This has given rise to innumerable opportunities to innovate and raise other variants of the generic coffee products for the prudent marketer. In fact consumer behaviour in relation to several of these variants can be steadfast, widely spread and telling for a marketer and thus, a thorough and in-depth study of the consumer behaviour would help to reveal the various deficiencies and plus points in the overall offering of the coffee products by a marketeer. This paper proposes to do achieve this by studying the consumer behaviour in relation to various coffee products offered by the Starbucks, UK.
Starbucks: The Organization
Wikipedia, states the following about Starbucks, "Starbucks is the world's largest multinational chain of coffee shops. Founded in 1971 as a coffee bean retailer, then acquired in 1987 by Howard Schultz, it has acquired and built coffeehouses all over the world. In addition to drip brewed coffee and espresso beverages, Starbucks shops also serve tea and bottled beverages, pastries, and ready-to-eat sandwiches. Some Starbucks stores are inside other retail locations such as supermarkets, banks, and bookstores".(Starbucks,2007) The history of the company is also involved and interesting.Starbucks,UK website has lucidly put together its history since 1971,the year in which Starbucks was established, in following words, "[ In ]1970's ,[t]he first Starbucks opens. The name comes from Herman Melville's Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the world's finest coffees to the cold, thirsty people of Seattle. Howard Schultz joins Starbucks in 1982. While on a business trip