This report provides a comprehensive analysis of Starbucks' consumer behavior, focusing on the impact of social media marketing strategies. It includes primary quantitative data gathered from a survey of 20 customers, examining their perceptions of Starbucks' social media usage, expectation fulfillment, discount promotions, and the influence of social media advertisements on their purchasing decisions. The report also incorporates qualitative data obtained through interviews with two Starbucks managers, exploring the methods used to promote products on social media, the techniques employed to influence customer choices, and the limitations faced in advertising, along with their resolutions. The findings indicate that Starbucks heavily utilizes social media for advertising, generally meets customer expectations, and attracts customers with discount rates. The report highlights the significant influence of social media advertising on consumer decisions regarding Starbucks' services, emphasizing the importance of continuous improvement in marketing strategies to ensure better outcomes. Desklib provides access to similar past papers and solved assignments for students.
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