Sample Assignment on Starbucks

RESEARCH PROJECT

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
CHAPTER 2: RESEARCH METHODOLOGY.............................................................................1
Introduction............................................................................................................................1
Research philosophy...............................................................................................................1
Research design......................................................................................................................2
Research Approach.................................................................................................................2
Data Collection.......................................................................................................................2
Sampling.................................................................................................................................3
Data Analysis..........................................................................................................................3
Ethical consideration..............................................................................................................3
CHAPTER 3: RESULTS.................................................................................................................3
CHAPTER 4: DISCUSSION.........................................................................................................12
CHAPTER 5: CONCLUSION......................................................................................................13
CHAPTER 6: RECOMMENDAATIONS.....................................................................................13
REFERENCES..............................................................................................................................14
APPENDIX....................................................................................................................................15

EXECUTIVE SUMMARY
Each firm has its corporate responsibilities and it has to fulfil these duties. They have to
protect interest of stakeholders all the time. Present study discusses methodology used for
conducting the entire research. In the current research interpretivism philosophy, primary data
collection techniques are being used. In addition, it prepares questionnaire and questions asks by
customers of Starbucks. Results analysis is being done through thematic analysis technique.
CHAPTER 2: RESEARCH METHODOLOGY
Introduction
Research methodology is the process that are applied in the field of research. This
consists of various tools and techniques. These methods provide theoretical underpinning to the
scholar in order to develop understanding about the topic and getting specific results. Each
method has its own principles that support the researcher in developing understanding reading
the way of conducting the investigation in effective manner (Billingham, Whitehead and Julious,
2013). It always tries to answer research questions in systematic manner so that individual can
reach to the valid results.
Research philosophy
It is the method that describe the process through which scholar collect data, analyses and
use this information in the study. There are various kinds of philosophies: interpretivism,
positivism, realism etc. All these methods are applied in different type of research projects.
Interpretivism is the type of tool that is generally used in the qualitative researches. In this
method, scholar carrying out the entire research from subjective manner. In this method
individuals involves human participants in order to develop understanding about the topic. On
other hand positivism is another type of method that is used in quantitative type of project where
scholar has to conduct the research from objective view point (Bøe, Hognestad and
Waniganayake, 2017). Whereas realism is the method that look at the scientific reality and
accordingly carry out the entire study. In the present study on impact of corporate social
responsibility on customer interest and choice, researcher has applied interpretivism method.
This has helped the individual in gathering in-depth detail about the CSR and its impact on
customer choice.
1

Research design
It is the blueprint of the entire research, the describes the outline in which the entire study
is being conducted. There are several kinds of designs: descriptive, experimental, exploratory
etc. All these designs have unique characteristics and are applied in different types of research
projects (Jensen, 2013). In the current study on impact of corporate social responsibility on
customer interest and choice solar has applied descriptive research design. It has helped scholar
in developing understanding about concept and applying theories related to the concept.
Descriptive research design has supported the researcher in enhancing interaction between
variables so that actual impact of CSR activities on customer interest can be measured (Lee and
Jarvik, 2014).
Research Approach
It is the major tool that define the approaches of researcher in order to conduct the study.
There are two main types of approaches: inductive and deductive. Both these type of methods are
used by scholar in different research projects. Inductive is the type of tool in which researcher
involve theories and models in order to develop understanding about the topic. On other hand in
the deductive type of approaches scholar formulate hypotheses and test these hypotheses.
Inductive approach is used in qualitative type of projects whereas deductive approach is being
used in quantitative type of projects. Both these tools have their own importance and carry out
the research in different manner (Lee, 2014). In the present research project on impact of
corporate social responsibility on customer interest and choice, scholar has taken assistance of
inductive research approach. This has helped investigator in exploring the concepts and
developing theories.
Data Collection
Data collection is essential part of investigation, this assist in developing understanding
of the scholar about the topic. There are two main techniques of gathering information: Primary
and secondary. In the primary data collection method researcher gathers information by own. All
these details are first hand information that helps scholar in identifying real situation of the
workplace. On other hand secondary data collection is another type of method in which
researcher takes support of already available details. Both these tools are beneficial for the
research and help in answering research questions (Nogueira and et.al, 2013). In the primary data
collection sources researcher takes support of questionnaire, interview etc. techniques. On other
2

hand in the secondary data collection method individual takes support of already available data
such as books, journals, internet articles etc. All these details are helpful for the researcher in
developing understanding about the topic. In the present study scholar has applied both primary
and secondary sources. Individual has used questionnaire techniques in order to know real
perception of consumers and impact of CSR on their perception. Both these sources have
supported the person in conducting this research in effective manner (Sessler and Imrey, 2015).
Sampling
Sampling is the process of selecting right number of people from the entire population.
There are two main techniques of sampling: probability and non probability. In the current
research scholar has applied probability sampling methods (Stanley and et.al, 2015). In which
individual has used random sampling techniques. This has helped the researcher in selecting the
participants randomly. Researcher has involved 20 customers those who are desired and regular
clients of Starbucks. They are able to give answers on impact of CSR activities on customer
choice and perceptions.
Data Analysis
It is the essential part of entire research, after gathering all data researcher has to evaluate
the data and have to do analysis. This supports scholar in finding accurate answers of the
research questions. In the present research investigator has applied thematic data analysis
technique. Through charts and graphs individual has become able to present details in effective
manner (Billingham, Whitehead and Julious, 2013).
Ethical consideration
It is most important part of research, it is essential for the scholar to take into
considerations. In the present research scholar has not forced any respondent to share their views.
They were allowed to skip the question if they are not comfortable with any question. Researcher
has sent them consent form and have taken their prior permission before involving them into the
investigation. In addition, researcher has not copied any material from any site. All the details
have been taken from primary ad secondary sources but have been translated into own words
thus, there is no issue of plagiarism ().
CHAPTER 3: RESULTS
Theme 1: Time length of taking services of Starbucks
Less than one year 2
3

Between two- three years 8
More than three years 10
Interpretation: From the above data it is found that there are 8 out of 20 respondents those who
are taking services of Starbucks from two to three years. On other hand 10 out of 20 answerers
have replied that they are using its services from more than three years. Whereas 2 out of 20
participants have viewed that they are associated with the firm from less than once year. From
the above details it can be interpreted that consumers of the company are associated with the firm
from longer duration. They are loyal consumers and taking its service from long time.
Theme 2: Yearly income
Less than 20000 6
20000-40000 9
More than 40000 5
4

Interpretation: From the above data it is found that there are 6 out of 20 respondents those who
have less than 20000 yearly income. On other hand 9 out of 20 answerers are here those who ear
20000-40000 yearly income. Whereas 5 out of 20 participants have replied that they have more
than 40000 yearly income. From the above data it can be interpreted that maximum clients of the
company have yearly income between 20000-40000. They always prefer to get quality products'
ad for that they are ready to pay high cost. They can afford high price products if company is
providing them high quality goods and services.
Theme 3: Often buy services of Starbucks
More than once in a week 5
Once in a week 10
Rarely 3
Never 2
5

Interpretation: From the above data it is found hat there are 10 out of 20 respondents those who
have view that they are taking services of Starbucks once in a week. On other hand 5 out of 20
answerers have replied that they buy its services more than once in a week. Whereas there are 3
out of 20 participants those who have replied that they rarely buy services of the company. In
addition, there are 2 out of 20 respondents those who have replied that they never use its
services. From the above details it can be interpreted that maximum people have viewed that
they use its services once in a week. That shows that people are satisfied with the company and
its working procedure.
Theme 4: improving quality of life of society is responsibility of company
Strongly agree 5
Agree 12
Disagree 2
Strong disagree 1
6

Interpretation: From the above data it is found that 12 out of 20 participants have replied that
they are agreed with the point that improving quality of life is responsibility of the enterprise.
Company has to provide them environmental friendly products and hygienic products that can
help in improving their life. On other hand 5 out of 20 answerers are strongly agreed with the
point that improving quality of life of society is definitely responsibility of company. Whereas 2
out of 20 participants are disagreed with this statement. From the above data it can be interpreted
that Starbucks are responsible to improve quality of life of society by offering them eco- friendly
hygienic products. This can help in raising trust and loyalty of consumers.
Theme 5: Starbucks is fulfilling its corporate social responsibilities
Yes 15
No 4
Not sure 1
7

Interpretation: From the above data it is found that 15 out of 20 respondents have replied that
yes Starbucks is fulfilling its corporate social responsibility in effective manner. On other hand 4
out of 20 participants have said that no company is not fulfilling its duties towards society. From
the above data it can be interpreted that company is engaged in CSR activities and fulfil its
corporate responsibilities.
Theme 6: Will you prefer to go to the restaurant which is fulfilling its responsibility towards
society, environment
Yes 18
No 2
8

Interpretation: From the above data it is found that 18 out of 20 respondents have replied that
yes they always prefer to go to such restaurants that fulfil its corporate responsibility in effective
manner. On other hand 2 out of 20 answerers have replied that no they do not look upon this
element. From the above details it can be interpreted that yes if company fulfil its CSR
responsibilities then it can influence choice of the customers and they come to the place
frequently.
Theme 7: All the ingratiates that use by Starbucks in its foods and breakages are
environmental friendly
Strongly agree 6
Agree 11
Disagree 2
Strongly disagree 1
Interpretation: From the above data it can be interpreted that maximum people are agreed that
all the ingratiates that use by Starbucks are environmental friendly. Company takes care of its
consumers choice and environmental condition. It always uses organic material in order to make
food and beverage. That is why consumers are happy with the products and services of the
organization.
Theme 8: You look upon the corporate social responsibility initiatives of firm making their
choice to buy products of the company
9

Yes 16
No 4
Interpretation: From the above data it is found that most of the people look at the CSR initiatives
of the organization. It helps them in making their choice whether to buy products from there are
16 out of 20 respondents those who have replied that yes due to CSR activities they are positive
towards the brand and that is why they buy its products and services frequently.
Theme 9: If Starbucks is doing good activities such as sponsoring charity, donating money
etc. then will you use its services frequently or will give positive reviews to others about the
firm
Extremely unlikely 1
Unlikely 2
Extremely likely 16
Neutral 1
10

Interpretation: From the above data it is found that there are 16 out of 20 respondent those who
have viewed that it is extremely likely that Starbucks is doing good activities that helps the firm
in making people positive towards the brand.
Theme 10: Will people buy its services in the future if Starbucks stops doing these activities
Yes 5
No 15
Interpretation: From the above study it is found that there are 15 out of 20 answerers those who
have replied that if company do not continue to use its CSR activities in the future then they will
not buy products from the organization. From the above data it can be interpreted that CSR
11

activities help the firm in creating positive image in the mind of consumers. If entity stop these
activities then it will impact negative on the business unit.
CHAPTER 4: DISCUSSION
From the above study it is analysed that corporate social responsibilities play significant
role in the success of business unit. It is responsibility of the business unit that to fulfil its
corporate reprehensibility and always offer environmental friendly products to the consumers.
They have to look at the society and have to consider their needs. Most of the companies
organized various programs in order to fulfil its CSR responsibility such as donation camp etc.
Companies have to provide its workers good working conditions so that they feel happy and
perform in the organization effectively. Companies have to offer them job security and healthy
workplace environment so that they perform their duties well. This helps the company in
motivating employees and they provide good services to its consumers. Customers are the most
important part of business unit, if they are not positive towards the brand then it may affect
overall performance of the organization to great extent. Companies are re quire to protect
interests of stakeholders. CSR activities of business always aim to create the workplace
environment healthy and conduct the business in ethical manner. This supports the firms in
gaining business opportunities and help in gaining competitive advantage as well. Enterprise
conduct market research in order to identify needs of consumers. Accordingly, it offers them
products and services. Firms have to look upon the hygiene factor so that it can fulfil its
responsibility towards society.
From the above study it is analysed that consumers always prefer to buy products and
services from the organization those which is fulfilling its corporate responsibility. This is the
major factor that influence their mind and make them positive towards the brand. If entity is not
engaged in CSR activities then it can make the person negative by this way they move towards
other brand. This impacts on overall performance of organization to great extent. Many global
companies are taking care of this element and engage themselves in these activities. CSR work
of companies increase skepticism of consumers and make them positive towards the brand.
Corporate social responsibility is all about values of the firm and its behaviour towards
stakeholders. Society members, consumers, employees are the major stakeholder of the business
unit. CSR activities of the business always focus on contributing well in the sustainable
development. This supports in developing healthy relationship with the stakeholders and creating
12

positive image in the mind of consumers. CSR is helpful in increasing demand of consumers and
gaining their loyalty as well. It impacts on policies and attitude of the enterprise and make them
able to run its business in smooth manner. By fulfilling is corporate social responsibility
organization became able to provide right quality products to consumers that meet with their
needs. This influence their choice and attitude and make them positive towards the brand.
Consumers are life blood of business unit, CSR initiatives of business unit supports the
firm in gaining trust of end users and making them positive towards the brand. As entity always
give priority to the needs of clients and always work in a manner so that condition of society can
be improved soon. Corporate social responsibilities initiatives of business unit increase
repurchase interest of customers and makes them loyal towards the brand. Most of the people
makes their buying behaviour by looking at after effects of purchase. If other people are giving
positive reviews then other clients also make their mind to buy the services of business. CSR
initiatives create positive image of the firm in the mind of public that encourage them to give
positive reviews about the firm.
CHAPTER 5: CONCLUSION
From the above report it can be concluded that CSR initiatives completely impact on the
consumer choice and their attitude. It is very important for the business unit that to fulfil its
corporate responsibilities so that it can influence the people to repurchase products from the
same brand. Starbucks fulfil its CSR responsibilities and always treat its stakeholders well. It
continuously works for protecting interest of stakeholders. It provides them good quality
products and services. That is why most of the people are positive towards the brand and they are
giving positive reviews to others as well. CSR makes the person frequent buyer of the firm and
influence their purchase decision.
CHAPTER 6: RECOMMENDAATIONS
 Starbucks should train its workers so that they can identify needs of consumers and can
provide them goods and services as per their requirements.
 Company should increase awareness of people about CSR initiative. By this way entity
can become able to attract more people and influencing their buying decision as well.
 Managers should train its employees well so that they can contribute well in CSR
initiatives of business unit.
13

REFERENCES
Billingham, S. A., Whitehead, A. L. and Julious, S. A., 2013. An audit of sample sizes for pilot
and feasibility trials being undertaken in the United Kingdom registered in the United
Kingdom Clinical Research Network database. BMC medical research
methodology. 13(1). pp.104.
Bøe, M., Hognestad, K. and Waniganayake, M., 2017. Qualitative shadowing as a research
methodology for exploring early childhood leadership in practice. Educational
Management Administration & Leadership. 45(4). pp.605-620.
Jensen, K. B., 2013. A handbook of media and communication research: Qualitative and
quantitative methodologies. Routledge.
Lee, C. I. and Jarvik, J. G., 2014. Patient-centered outcomes research in radiology: trends in
funding and methodology. Academic radiology. 21(9). pp.1156-1161.
Lee, S. P., 2014. A query on research methodology and ethics: defending Citizens Advice, its
work and goals. Work, employment and society. 28(6). pp.1016-1025.
Nogueira, J. M. and et.al., 2013. Leveraging the Zachman framework implementation using
action–research methodology–a case study: aligning the enterprise architecture and the
business goals. Enterprise Information Systems. 7(1). pp.100-132.
Sessler, D. I. and Imrey, P. B., 2015. Clinical research methodology 1: Study designs and
methodologic sources of error. Anesthesia & Analgesia. 121(4). pp.1034-1042.
Stanley, S. and et.al., 2015. Swimming against the Stream?: Mindfulness as a Psychosocial
Research Methodology.Qualitative Research in Psychology. 12(1). pp.61-76.
14

APPENDIX
Appendix
Name
Age
Gender
Since how long you are taking services of Starbucks?
 Less than one year
 Between two- three years
 More than three years
Yearly income
 Less than 20000
 20000-40000
 More than 40000
How often do you buy services of Starbucks?
 More than once in a week
 Once in a week
 Once in a month
 Rarely
 Never
Do you agree that improving quality of life of society is responsibility of company?
 Strongly agree
 Agree
 Disagree
 Strong disagree
Do you think that Starbucks is fulfilling its corporate social responsibilities?
 Yes
 No
 Not sure
Will you prefer to go to the place which is fulfilling its responsibility towards society,
environment?
 Yes
15

 No
Does all the ingratiates that use by Starbucks in its foods and breakages are environmental
friendly?
 Strongly agree
 Agree
 Disagree
 Strongly disagree
Do you look upon the corporate social responsibility initiatives of firm making their choice to
buy products of the company?
 Yes
 No
If Starbucks is doing good activities such as sponsoring charity, donating money etc. then will
you use its services frequently or will give positive reviews to others about the firm?
 Extremely unlikely
 Unlikely
 Extremely likely
 Neutral
Will you buy its services in the future if Starbucks stops doing these activities?
 Yes
 No
16