MKT 425 Third Place Assignment PDF

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Third Place: Starbucks 1. When and Where a. Location: Starbucks inside Macy’s at Downtown Summerlin i.

Address: West Sahara Blvd &, Co Rd 215, Las Vegas, NV 89135

ii.

Note: Alex Bostedt, Ryan Leura, and I went to Starbucks together

b. Date: Saturday, February 29th c. Time: 5 :02 pm - 6:10 pm

2. Field Notes: Descriptive & Reflective Upon arrival, we notice that the line was pretty long, with 7 or 8 people waiting. This is probably because 5 pm is a prime time for people to be at the mall. I ordered a grande iced white chocolate mocha w/ whipped cream and a blueberry muffin. Alex ordered a grande strawberries and creme Frappuccino and Ryan ordered a straight triple shot of espresso (he must’ve been VERY tired). We sit at a table with about 10 seats near the exit door to observe. This table had plenty of space for people to sit and encouraged socializing. We notice a couple of high school girls, one blonde and one brunette, sitting at a table across the cafe drinking Frappuccinos. They are laughing out loud and talking excitedly. They both have shopping bags at their feet (Forever 21 and H & M) so they were most likely taking a coffee break in between shopping. Although they’re too far for us to hear their conversation, I can imagine that they are gossiping about boys like most high school girls do. Sitting next to them is a middle-aged, African American couple drinking iced coffees. The woman has a small Pandora bag next to her and she was very excited about her new Pandora bracelet. She then started talking about their upcoming wedding (so sweet!). At this point, it seems like people tend to visit Starbucks for a quick coffee break in between shopping. I do the same thing since Downtown Summerlin is 2 miles from my house and I’m always shopping at the mall with my friends. We see a Filipino family made up of a husband, wife, and 2 daughters (probably around 4 and 7 years old). The husband entered the line to get drinks for him and his wife while the

woman stayed behind and watched her daughters play Patty Cake. The man did not get drinks for the girls, most likely because the drinks at Starbucks are either caffeinated or full of sugar. We notice that several customers are wearing business and professional attire. I’m assuming these individuals work somewhere in the mall. It’s possible that these people made a quick stop to the coffee shop on the way home from work, but that seems inconvenient since the Starbucks is located inside Macy’s. An older white woman put her Louis Vuitton handbag at the table we were seated at before grabbing her Gucci wallet and getting into line. A few seconds later, a furry head popped out! It was an adorable Yorkie puppy :) The woman walked over to make sure the dog stayed inside the bag. Ryan asked her what the dog’s name was, and she told us he’s named Romeo. After she got back in line, Romeo hopped out of the bag and walked over to me on the table. I played with Romeo and patted his cute fluffy head while his owner grabbed her drink and she apologized when she realized Romeo had escaped. That was definitely the highlight of our visit. Some other general observations we made were that many customers were buying food with their drinks, such as when I bought a blueberry muffin with my coffee, which suggests that they plan on staying longer in the cafe to enjoy their purchases and maybe enjoy a conversation. Also, it seems that the younger customers, such as the gossiping high school girls mentioned above, preferred to stay in Starbucks and talk for a while whereas the older customers mostly grabbed their drinks and then left. Maybe this is because older customers are more impatient and just want to get home to relax and get tired faster than younger people. Finally, several people were taking pictures of their drinks, most likely to post on social media, which is a common practice among the younger generation (one that I personally don’t understand).

3. Consumer Behavior Issues We identified several consumer behavior issues while observing customers at Starbucks. For example, the customers purchasing their coffees would be considered a want type of behavior versus a need type of behavior. Although it may seem like it sometimes, no one actually NEEDS coffee. Coffee is considered a want because it is not essential for our bodies to function. Purchasing coffee from Starbucks can be considered a privilege and a luxury that not all nations

have access to. Furthermore, since coffee can technically be made at home, buying Starbucks drinks is an example of a want behavior, and not a need behavior. Also, many customers were likely purchasing their drinks for an emotional reason. For example, some people may view their frappuccino as comforting and a way to cope with stress. Some people may associate their drinks with certain emotions or even memories. An example of this is when Starbucks introduces their seasonal drinks, such as the pumpkin spice latte in the fall. For some people, purchasing a pumpkin spice latte may produce positive emotions linked to the upcoming fall season. Our observations also revealed brand and product familiarity. Although coffee shops are not scarce in our country, Starbucks is one of biggest coffee brands in the US. All coffee shops are different in some way, which is why it is important for brands in this industry to distinguish themselves among the competition. The question is, how do consumers distinguish one coffee shop brand, such as Starbucks, from another, such as Coffee Bean? One possible answer is that Starbucks has a set of unique drinks that only they sell. For example, whereas Starbucks has Frappuccinos, Coffee Bean has their selection of Ice Blended drinks. Product familiarity was also evident based on the fact that most customers, including ourselves, already knew what drink we wanted to order before we went up to the counter. Although I go back and forth between ordering one of three of my usual drinks depending on my mood or the weather, I had already decided what I wanted before getting into line. Also, I noticed many customers entering the line and using their phones before they approached the counter, suggesting that because they did not glance at the menu, they already knew what they wanted to order. Finally, the three elements of consumer behavior (acquisition, usage, and disposal) were completed in a short amount of time, usually in just minutes. Thus, visiting Starbucks and consuming a coffee is not meant to be a long-term event. Most of the time, this whole process can be accomplished while the customer is still inside the coffee shop.

4. Classification as a Third Place

Based on our observations, identification of consumer behavior issues, and the fact that the coffee shop fit all eight characteristics of a third place, this particular location can be considered a third place. This Starbucks is a “neutral ground” because none of the customers are being forced to be there, and they all chose to stop by and order a coffee. Also, Starbucks is a “leveling place” and does not discriminate in terms of singling out any person based on social status. Although a Frappuccino might be a bit pricey for a coffee, at $5 each, there are other drink options, such iced coffee, that are much cheaper at $2 or $3 each. Conversation was abundant at this location with friends gossiping, couples discussing wedding plans, and families having light-hearted conversations. This Starbucks location was accessible because it is located in a mall among several stores, and accommodating because there is space for customers to sit after getting their drinks, although this is a smaller location. There were regular customers, such as myself, at this location who knew what they wanted to order and felt at home. It is easy to keep a low profile at Starbucks since there are no extravagant surroundings to draw attention. The earthy tones inside the cafe makes it a homey and comfortable environment. Based on the conversations we observed, the mood inside Starbucks was light-hearted and playful and there were no stressful conversations occurring. Finally, our observations suggest that Starbucks is a home away from home for many customers. When people need a break from shopping, they feel comfortable coming here to enjoy a coffee with good company and enjoy a pleasant conversation and possibly meet new people. For the above reasons, this Starbucks location can be considered a third place.

Pictures:

Adorable little Romeo! I wish I could’ve taken him home with me :) shoutout to Alex for the action shot!...