Analyzing the Impact of CSR on Customer Choice: A Starbucks Case Study

This research project investigates the impact of Corporate Social Responsibility (CSR) on customer choice, using Starbucks as a case study. The report begins with an executive summary and then details the research methodology, including the use of interpretivism philosophy, primary data collection through questionnaires administered to Starbucks customers, and thematic analysis for data analysis. The results section presents findings on customer loyalty, income levels, frequency of Starbucks visits, perceptions of CSR, and the influence of CSR on purchasing decisions, with supporting charts and interpretations. The discussion chapter analyzes these findings, followed by conclusions and recommendations. The study reveals that Starbucks' CSR initiatives significantly influence customer choice, with customers demonstrating loyalty and a preference for companies that prioritize social and environmental responsibility. The research highlights the importance of CSR in building brand trust and driving consumer behavior, offering valuable insights for businesses aiming to enhance customer engagement and loyalty through CSR practices.

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
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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
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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