In particular for a consumable product like coffee this process is expected to be fairly simple and well explained. However major coffee sellers like Starbucks have proven otherwise, by variegated product and offering innovations…
our through an in-depth literature review and analysis and by means of administering a questionnaire amongst the consumers of coffee products at Starbucks’ coffee houses. 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. 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.
Wikipedia, states the following about Starbucks, “Starbucks is the worlds 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 ...
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7 Pages(1750 words)Research Paper
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