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Buyer Behaviour - Essay Example

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Buyer Behaviour

To go ahead with this task, a detailed customer profile is required depending on the targeted segments because in general, as a long term strategy, customers are segmented based on their demographics, marketing habits etc.
India is the largest democracy and has the 'distinction' of having population levels second only to China. Present youth profile gives a clear impression that the youth of the day believes in hanging out with the friend circle after a day long school/ college/ work.
The burgeoning IT enabled services sector, outsourcing, and the call centre phenomenon is giving plenty of opportunities as well as good amount of spare bucks to spend, to the youth of the day. Call centres have been one of the growth triggers as far as an increase in coffee consumption is concerned. Earlier a coffee house's customer was limited to individuals who worked daytime hours, but no more, now we've the night life as well in coffee houses, religiously followed by the neo-rich group of professionals who work a night-time shift. Need for a venue to socialize with others of their age who share their interests comes in handy for a coffee house.
There are competitors like Barista, Cafe Coffee, Caf...
Besides the youth, other working class and couples can also be a target market for Starbucks in India.
There are competitors like Barista, Cafe Coffee, Cafe Mocha etc. And some of these brands do have good international presence as well. Having well familiarized themselves with the Indian terrain and coffee habits, these brands will prove to be a force to reckon with.
Moreover, at times, for a change, the customer in India relishes to enter a coffee house and look for beverages other than coffee and some other eatables. Therefore Starbucks needs to plan its strategy accordingly. May be it can think of having a tie-up with some other established brands like Pepsi, Coke etc. for the presence of their products within its premises.
Company-operated retail stores accounted for approximately 84% of net revenues during fiscal 2004.


Possible Target Markets Vs Objectives:
Starbucks Coffee shops sells a variety of coffee and tea beverages along with different types of pastries, confections, and baked goods, coffee-related accessories and equipment. The coffee shops provide customers with a pleasant place to come and relax, study, work, or have business meetings. Starbucks goal is to become a leading retailer and brand of coffee in each of its target markets by selling the finest quality coffee and by providing superior customer services. It therefore needs to take stock of Internal as well External factors which drive its urge for entering Indian Coffee space. Internal factors are of course the strengths of the company while external factors are compiled after doing an environment analysis. Factors must not be looked into 'in isolation', but one particular factor may have a spillover effect ...Show more

Summary

The American Association of Advertising Agencies (AAAA) defines IMC as: 'a concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic role of a variety of communications disciplines - for example, general advertising, direct response, sales promotion, and public relations - and combines to provide clarity, consistency and maximum communication impact (Schultz 1993a)'.
Author : odooley
Buyer Behaviour Essay essay example
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