Market Research Starbucks 2 19-21 PDF

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Marketing research about StarBucks...

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engagement experience. As a result, consumers will go for Starbucks because they are attracted to the offers, promotions and services that Starbucks provided. On top of that, family is the one who influence you the most (Kotler & Armstrong 2014). Family members are liable to influence each other‟s buying behavior. The fact is that parents influencing many things that you buy and don‟t buy (Saylor n.d.). The purchasing pattern and the „brand‟ that you frequently buy are lean towards your family (Saylor n.d.). For a family who drinks Starbucks coffee often, their children will also drink Starbucks coffee. When their children think of coffee drinks, they will eventually think of Starbucks. Analysis. details In short, the consumers of Starbucks are easily influenced by the social factors. Social factors are more related to the individual on friends surrounding, family members and also the social networks that everyone is using.

Personal Factor The third factor is personal factor. Personal factor include lifestyle and occupation (Kotler & Armstrong 2014). Lifestyle encompasses a person‟s pattern of living and interacting with the world (Kotler & Armstrong 2014). We can look into the AIO dimension, which are activities, interests and opinions (Kotler & Armstrong 2014). It concentrates on what people like to do, what their interest areas and what people think on different matters (Krishnan 2011). For instance, if the consumer like to hanging around with friends and have conversation with them, he or she can bring their friends to places like Starbucks, a neutral community space to have a coffee while chatting. For consumers who don‟t have any interest in coffee will not probably drink coffee or even buy coffee because it is not part of the consumer lifestyle. Marketers are interested to find out how their consumers‟ lifestyle and try to make change their products so that consumers will go for their products. In Philippines, consumers prefer a healthy lifestyle (Cabiao 2013). Hence, they tend to buy healthy drinks and lower sugar levels beverages. Starbucks latest menu has the mini size Frappucino, which is 10 oz per cup, 120 calories, 24 grams sugar and has no whipped cream (Murphy 2015). It is healthier for the Filipino customers to consume. Moreover, occupation will also affect the goods and services bought by consumers (Kotler & Armstrong 2014). Consumers will choose what brand and products they want depend on the type of occupation (Kotler & Armstrong 2014). High level occupation like executives, CEO, manager or board of directors will buy more expensive product brand like GUCCI and 16

Pandora. However, low level occupation like employees and teachers will buy normal product brand like Padini and Brands Outlet. Low level occupation consumers might find it a little bit difficult to buy Starbucks as the products is not what they afford always. Thus, they are less likely to buy Starbucks compare to high level occupation consumers. To summarize, consumers‟ daily lifestyle and what consumers work as do affect the consumer buying behavior of Starbucks.

Psychological Factor Psychological factor is the last factor that affects the consumer buying behavior (Kotler & Armstrong 2014). Beliefs and attitudes is one of the factors that affect the consumer to buy products (Kotler & Armstrong 2014). Belief is defined as the descriptive thought consumer has about the product and attitude is defined as consumer‟s behavior, emotional feelings and action tendencies toward the product and service (Durmaz, p. 196). Beliefs can be developed through knowledge, hearsay or faith (Durmaz, p. 196). Consumers will cultivate a series of beliefs about a product, then outline the brand image for a particular brand in the course of these beliefs (Durmaz, p. 196). If beliefs about the specific product are wrong, this can affect consumer buying behavior or prevent purchase (Durmaz, p. 196). Every consumer will have attitude on the subject of foods, clothes, religion and many more (Durmaz, p. 196). If consumers present favorable attitudes towards the product, then it will have encouraging effect on the consumer behaviors (Durmaz, p. 196). A person is busy in doing assignment or working and he or she wants to have a tea time break for a cup of tea or coffee. He thinks of „coffee‟, he think of Starbucks. He already generates a mindset that if he wants to drink coffee, he would go for Starbucks. Starbucks coffee will taste better than any other coffee shops if consumer believe that it is. Consumers will rather travel a far distance to buy a brand they trusted, because they are familiar with the product brand and they have a prior knowledge that this particular brand will meet their expectation. Starbucks also launched several campaigns to enhance consumer experience and build a stronger idea in their beliefs.

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Cabiao, C 2013, „4 Factors Explain Filipino Buying Behavior‟, Rappler, September 7, viewed 29 May 2017, Durmaz, Y, Celik, M & Oruc, R 2011, „The impact of Cultural Factors on the Consumer Buying Behaviors Examined through An Impirical Study‟, International Journal of Business and Social

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