StudentShare solutions
Triangle menu

The Role of Consumer Behavior in Marketing Decisions - Essay Example

Nobody downloaded yet

Extract of sample
The Role of Consumer Behavior in Marketing Decisions

Even though Starbucks has positioned itself as a high end coffee shop, it still depends on its consumers to uphold the image. ‘Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption’ (Perner, n.d). Thus for the purpose of this paper, consumer behavior will be studied through an interview with five selected people and the result of the interview will help generate an understanding of the current image and positioning of Starbucks among its buyers. Findings of the Interview Through the interview with the five people who had at some point of their lives bought Starbucks, it was found that Starbucks is a brand that many people aspire for. The interviewees for this report belong to the medium income group. Mostly people visit Starbucks on a weekly basis or even on a once biweekly basis. The consumers studied for this report where people who loved coffee and had it almost daily. Most of them have coffee machines at home or a local coffee shop where they go daily. Starbucks is not a daily option for these people since it is a premium brand where products are priced high as compared to the competition. In the time of recession, the price of the product plays a great factor in the buying decision. However, the people interviewed love Starbucks and wished they could go there more often. They visit Starbucks when they want to relax and have a good time. When asked to define the personality of Starbucks as a person, animal or tree; varied interesting responses were received that included a brown grizzly loving bear, a brownie, a warm lover and even Oprah Winfrey for her loving nature and bright smile. Even though the consumers loved the brand, most said that they would be apprehensive if the brand introduced a contrary product such as its own iPad or mobile phone. One of the customers however said, why not. He said that Starbucks has also been successful at developing new products and given its success in developing new products, it can also be successful in making iPads. According to him, if Google can launch the Andriod, Starbucks can also launch a totally different product. A few of the consumers said that if the product was related to food or coffee such as coffee soap, they would be willing to consider buying the product. Discussion The findings of the interview match with the current knowledge that has been gathered through reviewing literature available on Starbucks and by understanding it in light of the marketing theories available. Starbuck is one of the most preferred brands in terms of coffee because of the positioning of the brand. The consumers prefer the image of Starbucks as it sells the best coffee in the country according to the consumers. Along with the good taste of Starbucks’ products, the consumers love the customer service of the shop. They even compare the customer service to a warm lover who attracts people through the love it instills in the customers. One important thing that the consumer survey helped us to find was the impact of recession on the buying behavior of the consumer. Since recession has impacted everyone, people are more conscious of where they spend their ...Show more


Running Head: The Role of Consumer Behavior The Role of Consumer Behavior [The name of the writer will appear here] [The name of the institution will appear here] [The name of the Professor] [Course] Introduction For me, Starbucks has always been a premium high-end sophisticated coffee shop…
Author : carey46
The Role of Consumer Behavior in Marketing Decisions essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the essay on your topic
"The Role of Consumer Behavior in Marketing Decisions"
with a personal 20% discount.
Grab the best paper

Check these samples - they also fit your topic

Consumer Behavior
udy of the Market Environment 15 3.Defining Advertising Objective 15 4.Selecting Media for Advertising 15 5.Evaluation of Advertising Effectiveness 15 Branding Strategy 16 Works Cited 17 Introduction In Europe, UK is the leading market for consumer’s electronics as it hold 22 percent share of the European market with its sales reaching about ?
16 pages (4000 words) Essay
The Role of Consumer Behavior in Marketing Decisions
A branding strategy has multiple advantages including the ability to charge a slight premium price on all merchandise sold by the firm. Another great attribute of having brand recognition is that it makes it easier for a company to introduce new products.
3 pages (750 words) Essay
PRICE, CONSUMER BUYING BEHAVIOR AND MARKETING ACTIVITIES . In order to comprehend consumer behaviors, it is important for marketers to recognize the economic constraint of consumers because it influences their decision making process concerning what they want to buy.
4 pages (1000 words) Essay
Consumer Behavior Paper
The marketers also focus on psychology of the consumers and influence of environmental conditions such as a culture, family, signs and media. In fact, this entails the focus on consumers’ behaviors while making purchases and other decisions. Nevertheless, there are limitations concerning consumer knowledge or ability to internalize information that can influence their decisions and results of marketing strategies.
3 pages (750 words) Essay
Consumer behavior
2. Consumer behavior results from the interactions of: price, quality, market trends, and the environment. Consumer response is determined by the
10 pages (2500 words) Essay
The Role of Consumer Behavior in Marketing Decisions
Starbucks has managed to create a brand identity for itself quick unlike any others and after the success of Starbucks, a number of coffee shops sprang up in US and also globally but none matched the rich aura of sophistication
3 pages (750 words) Essay
Consumer Behavior
In order to understand a person’s actions or decisions, it is important to understand the motivation. For example, any normal human being might steal from another human being to satisfy a personal want or desire; understanding that want is
4 pages (1000 words) Essay
Marketing Consumer Behavior and Retail Marketing Strategy
This report will provide a unique opportunity to advance the understanding of consumer behaviors and investigate the marketing strategies companies apply in the duty-free market. The purpose of this paper is to investigate the expectations and perception duty-free customers have on three factors: Offer, Customer Service and Atmosphere.
16 pages (4000 words) Essay
Consumer Behavior
Various methods have been applied correspondingly, in order to understand such factors. For example, various secondary sources have been evaluated in order to gain information about the factors that influence
12 pages (3000 words) Essay
Models of Consumer Behavior
Consumers tend to purchase Whirlpool washers and dryers based on the advice and referrals they receive from those closest to them. The cultural-environmental factors can also be influenced by the social class the individual identifies within that they tend to purchase Whirlpool washers and dryers matching their social class.
2 pages (500 words) Essay
Hire a pro to write
a paper under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
Comments (0)
Click to create a comment
Contact Us