Consumer Behavior Analysis of Starbuck's Teavana

The summary is that Starbucks uses various attributes such as aroma, acidity, and flavor to differentiate its coffee products, Teavana, from competitors. These attributes enhance the product quality and satisfy customer needs. Additionally, Starbucks modifies its services to cater to the culturally diverse population in UAE by offering a range of flavors and beverages, which helps retain old customers and attract new ones.

Running Head: Consumer Behavior
Consumer Behavior

Consumer Behavior 2
Part 3
Starbucks is a famous coffee retailer which provides coffee around the world. One of a famous
brand in its products is Teavana which is a great and healthy iced coffee tea. Qualities and tastes
of its services make it capable to deal with its competitors efficiently and give a strong
competition to them. The following bundle of attributes or features of Starbucks coffee Teavana
for the target consumers helps it in grow further:
 Aroma: The first and the foremost feature added by the Starbucks in its coffee products is
Aroma. It is a way of the coffee smells. Some examples of the Aroma are floral, earthy,
nutty, and the spicy. These different flavors are directly related to the actual flavor of the
coffee produced by the Starbucks (Dorn, 2016). There are a large number of competitor's
deals in the coffee products, but they fail in adding the aroma feature in their products.
This has been done by only Starbucks which make it the first popular and high-quality
brand in coffee.
 Acidity: Another feature offered by Starbucks in its coffee and other products is Acidity.
When acidity is referred as a coffee-tasting term, it means that it is related to the pH of
the coffee. In the coffee products of the Starbucks, one can easily identify the lively,
palate-cleansing features of its flavor profile. Due to this, Starbucks able to derive high
satisfaction to its customers.
 Flavor: It is the strongest attribute and feature offered by the Starbucks to its target
customers. Flavor means the taste of coffee produces by the Starbucks. This feature of the
Starbucks products seems to register in different parts of the mouth. Berries, Citrus, and
Cocoa, are just a few flavors added by the Starbucks in its products (Li, 2017). One can

Consumer Behavior 3
easily feel the taste of these segments in the coffee and products offered by the Starbucks
to its potential customers.
All these attributes of its products and services enhance its product quality and a number of
customers. On the basis of all these features, it able to serves a wide segment of the market in an
efficient manner.
Part 4
Starbucks performs a large number of modifications in its services to serve the culturally diverse
population in the UAE. It mainly offers Iced tea, Teavana Shaken Iced Teas, Iced coffee,
Evolution Fresh, Kids Drinks, Espresso Beverages, and smoothies. It can be said that some
people of the UAE like to have tea while some coffee. In order to serve their needs and demands
efficiently, Starbucks offered coffee in different flavors. One of the flavors is tea with which it
able to satisfy the needs of those people who like to have a tea rather than coffee. On the other
hand, Starbucks serve the different segments by adding a large number of flavors in its coffee
products (Tuan, 2014). This helps the company in maintain the demands of the coffee and create
a new demand for different flavors. Furthermore, enhancement in a range of flavors and tastes
Starbucks able to retain its old as well as new by satisfying their needs and demands in an
effective manner. With the help of all these modifications, it able to serve its products to a wide
range of UAE market and gives them huge satisfaction.

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References
Dorn, M., Messner, C., & Wänke, M. (2016). Partitioning the Choice Task Makes Starbucks
Coffee Taste Better. Journal of Marketing Behavior, 1(3-4), 363-384.
Li, P. (2017). Strategies and their effect mechanism of promoting leadership effectiveness of
traditional service enterprises: a case study based on Starbucks coffee. Tourism Tribune, 32(3),
49-60.
Tuan, T. (2014). Taiwanese College Students’ Views on Starbucks’ Brand Loyalty Strategy and
What Other Coffee Shops can Learn from it.