Marketing Intelligence Report: Starbucks Purchase and Buyer Behaviour

This report provides a comprehensive analysis of Starbucks' marketing strategies, focusing on purchase decision-making processes and buyer behavior. It explores the stages of purchase decision-making, including need recognition, information search, evaluating alternatives, purchase decisions, and post-purchase evaluation. The report also examines various buyer behavior theories, such as the rational model and cognitive dissonance theory, and identifies factors influencing buyer behavior, including cultural, social, personal, psychological, and economic factors. Furthermore, it investigates brand loyalty, corporate image, and repeat purchasing. The report delves into market research techniques, differentiating between primary and secondary research and exploring sources of secondary data. It also discusses the validity and reliability of market research findings. The report includes a customer satisfaction survey and provides an evaluation of the survey, offering insights into techniques for assessing customer response.

Marketing Intelligence

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
TASK 2............................................................................................................................................6
2.1 Market research techniques....................................................................................................6
2.2 Using sources of secondary data............................................................................................6
2.3 Validity and reliability of market research findings..............................................................7
2.4 Marketing research plan.........................................................................................................7
TASK 3............................................................................................................................................9
3.1 Market size trends..................................................................................................................9
3.2 Competitor analysis...............................................................................................................9
3.3 Evaluation............................................................................................................................10
TASK 4..........................................................................................................................................11
4.1 Techniques for assessing customer response.......................................................................11
4.2 Customer satisfaction survey...............................................................................................11
4.3 Survey review......................................................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
2

INTRODUCTION
Marketing is an essential component for every business organisation. Developed products
and services can attain greater value in international and national markets when marketing
strategies are implied. This report is based on different aspects which are related to products of
Starbucks whenever a person decided to purchase. From stages of purchase decision making to
factors that can affect buyer behaviour will be elaborated in this assessment. The effectiveness of
a proposed strategy for marketing products and services of Starbucks increases when the
concepts and theories described in this report are applied. In addition to this, a customer
satisfaction survey will also be provided and reviewed for the organisation in order to get a deep
understanding for techniques involved in assessing customer response.
TASK 1
1.1 Stages of purchase decision making process
Purchase decision making process is at the end of buyer. Every individual who thinks of
buying a product from Starbucks has to go through all these five stages. To understand complete
processing easily, an example of a person thinking about drinking coffee at Starbucks is stated as
below:
Need Recognition: Needs are something that can be generated because of any reason be
it personal factor or some sort of influence. Once, the concerned person is confirmed that he
wants to drink coffee, he will proceed to next stage.
Information search: Consumers conduct market research and collect information from
all possible sources (Malaval, Bénaroya and Aflalo, 2014). From the above example, person will
search for various cafeterias and restaurants that provide coffee and its variables. The consumer
can take support from information sources like internet or advertisements.
Evaluating alternatives: The market is full of competition. Large number of options are
acquired from the information that is collected by purchasers in the second stage. Consumer has
to evaluate these options and then make a choice of the company from which they will fulfil their
need (Moutinho and McCabe, 2014). The person who had a desire to drink coffee has selected
Starbucks as the prime option.
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Purchase decision: At this stage, customer has evaluated that selected option is viable for
making purchase and he paid required amount to company for acquiring respective product and
service. The person here drinks coffee and pays billing amount to Starbucks.
Post purchase evaluation: The final stage of purchase process includes acquisition of
feedbacks from customers by company (Saleh, Ali and Julian, 2014). After getting the product or
service, if consumers are happy and satisfied, tendency for repeat purchase increases.
When the customer goes through all the stages of purchase decision making process, the
marketer has to play respective roles. Right from the initial stage, the marketer should be able to
meet the needs of customers. Features or attributes of products should be communicated in such
a way that purchase decision of customers is in favour of Starbucks.
1.2 Buyer behaviour theories
Buyer behaviour theories help in understanding the mechanism which supports in making
specific choices. Rationale model of buyer behaviour is based on attributes of consumers that
help them in making choices which are oriented towards maximum benefits. Starbucks is a
multinational company that runs a chain of coffee shops. The customers who perceive this
organisation for fulfilling their needs expect good quality eatery with excellent services (Rani,
2014). Rational behaviour theory helps in understanding attitudes of individuals in marketplace.
Purchasers with rational attitudes will choose Starbucks only when they perceive it as a
practically viable option.
Cognitive Dissonance theory of buyer behaviour is based on the attitudes and personality
of consumers who have conflicting thoughts. For example: a person is facing a dilemma of
having some coffee at nearby cafe. Dilemma occurred because he has two options that is either
to go to Starbucks or Costa. The cognitive dissonance theory is based on this origin of thoughts.
Consumer decisions are driven by their inner thoughts and beliefs rather than practical facts
(Schiffman, Paladino and Carlson, 2013).
1.3 Factors affecting buyer behaviour
Buyer behaviour is reflected when a person takes decisions regarding purchasing a
product from Starbucks. The factors that can influence this behaviour are described as below:
Cultural: The society and community which surrounds a consumer from the cultural
factors affect buyer behaviour. For example: a person wants to drink coffee from Starbucks but
4

his community doesn't believe in supporting foreign brands. At this point, consumer behaviour is
influenced by the culture.
Social: Reference groups or social classes are the components of social factors that
influence purchasers. The motivation or inspiration provided by social factors help purchasers in
deciding whether they will buy a product from a company or not (McQuarrie, 2015). For
example: if a person has some bad experience with Starbucks and he is a significant contributor
to the welfare of society, many people who are influenced by thoughts and beliefs of this
individual will be affected whenever purchasing from Starbucks will be concerned.
Personal: Age, life-cycle stage, occupation, education and personal circumstances are the
elements of personal factors. Consumers' decisions are highly influenced by their personal space
and its current conditions.
Psychological: Motivation, perception and learning of a consumer are considered as
psychological factors. If an individual is not motivated to make purchase from a particular
company then he won't buy any product or service until and unless the firm gives an
extraordinary offer (Malhotra, Birks and Wills, 2013). Negative perception and disbelief also
influence buying decisions of consumers.
Economic: Income levels and choice of lifestyle with pricing strategies of company
contribute as economic factors that affect the buyer decisions and behaviour of consumers.
1.4 Brand loyalty, corporate image and repeat purchasing
Brand loyalty: Positive attitude towards a brand which influences a consumer to make
purchase solely from one company is regarded as brand loyalty. Starbucks has gained a lot of
brand loyal customers across various operational centres.
Corporate image: The nature of thoughts or images in a person's mind whenever a
company or brand is referred is known as the corporate image. Basically, multinationals use this
concept for understanding their reputation in the eyes of common people (Jacob and Weiber,
2015). Starbucks' positive corporate image has developed over years after the success of strategic
business expansion.
Repeat purchasing: When an individual is satisfied by the products and services of
Starbucks but makes purchase decisions only occasionally, then repeat purchasing takes place.
5

The mind set of repeat purchasers is quite fluctuating because they can switch over other brands
any time.
All these three terms i.e. brand loyalty, corporate image and repeat purchasing are
interrelated. Starbucks uses these parameters in measuring the brand awareness and reputation
from customers' point of view. When customer is satisfied by the purchase decisions then
probability of repeat purchasing increases. Continuous reception of the best quality products and
services convert repeat purchasing into brand loyalty and positive corporate image.
TASK 2
2.1 Market research techniques
Market research is a process through which information is gathered regarding success and
failure of a strategy or product. The purpose behind running market research is to get knowledge
about customer satisfaction as well as company position in the competitive markets. The
importance of market research is felt when business organisations wish to expand or target
potential customers on the basis of their current products and services. There are two types of
market research discussed below: Primary research: The primary researches are divided into two types that is quantitative
and qualitative. Quantitative market researches are collection of statistical or observed
data which is gathered by computational techniques (Barnham, 2015). On the other hand,
qualitative techniques are methods which are employed for getting valuable information
without considering their size and volumes. Primary market research is entirely new
information. The use of quantitative research is realised when Starbucks wants larger
samples with appropriate validity while qualitative research is used when company aims
to develop an insight about opinions and attitudes.
 Secondary research: When existing sources of information are to be used for conducting
market research then secondary research techniques are employed (Ormston and et. al.,
2014).
2.2 Using sources of secondary data
The data can be gathered by either the primary sources or the secondary sources. In this
research, the data collection is being done. Primary data is the data that has been collected by the
person for the first time and secondary data means the data that has been already collected by
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some external body. Various sources of secondary sources includes books, journals, online etc.
So, in this research, the researcher will make use of the secondary data in order to achieve all the
aims and objectives. So, the data can be collected by the following means :
1. Books/Journals : The researcher can gather much information about the aim from the
books as there are various online and offline books available that can help the researcher
in analysing the information better and more efficiently.
2. Online : By the means of online, everything has become possible, so one can gather a
huge amount of information from online sources. It can be any commercial website or
any other education portal. Also, the researcher can get statistics on the aim in order to
make the whole research more approximate and efficient.
Market research objectives for Starbucks
 To identify potential customers in UK's market.
 To get an insight about nature and extent of competition.
Secondary data is the information that is collected from other researches or reports. The
secondary market researches are conducted to get secondary data. The sources of these data are
given below:
 Public sources: Being free of cost, public sources are available to all individuals. Public
sources include government census, public libraries, reports, etc. that are valuable works
of different individuals (Bryman and Bell, 2015). Educational institutions, colleges and universities.
 Commercial sources: Starbucks can consider commercial sources only when sufficient
financial resources are available because the utilisation of these sources includes certain
costs. Competitor data, business reports, information from trade associations, etc. are the
components of commercial sources (Market research techniques, 2017).
To achieve the defined market research objectives, public and commercial sources can be
used. They will aid the research both qualitatively and quantitatively (Oliver, 2014). Starbucks
can also use project reports of educational institutions and universities because it has great
quality research and abundance of information.
The target audience of Starbucks includes adults, young adults from the age group 18 to
25 and extending till 40. Children in the age group 13 – 17 have contributed to about 2% of the
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sales in Starbucks. Hence, it can be stated that major target of potential customers is in the young
adult age group (Who Is Starbucks' Target Audience?. 2017).
2.3 Validity and reliability of market research findings
The validity of the research is considered as a sort of idea that helps in analysing how
sound the research is. Along with the design of the research, the validity also applies on the
methods that are being used in the research (Saeidi and et. al., 2015). So, the research should be
efficient enough that it holds a large validity as Starbucks can involve various methods and
techniques that can help the company in expanding the overall validity of the company.
Reliability in research is considered as the fact that how true the research and its data is. That is
why, efficient methods have been used by the researcher in order to have all the data and
information efficiently and appropriately. There are some limitations as well as if in case, the
researcher wants to put more time for the research just to make the research more effective, in
such cases, it is also important to ensure about the fact that cost and time are available because if
they are not available, they can act as the limitations of the research.
The tool that was used for conducting the primary market research was a customer
satisfaction survey. The use of this tool was valid because it was helpful in achieving the
information regarding potential customers in UK and also the nature and extent of competition in
the market. As the findings are valid, it automatically relates to being reliable.
2.4 Marketing research plan
Market research plan for Starbucks
Background: Starbucks is premier coffee shop of USA and has spread its roots to Asia,
Australia and Africa. The company has gained brand reputation and recognition in different
parts of the world due to its quality products and humane services.
Rationale: The company chose to conduct market research because of increasing competition
and proportionately declining consumer share. Development of scientifically advance
techniques have helped Starbucks to realise that product perseverance can be improved with
help of findings from this research.
Objective of research: Starbucks aims to conduct a market research for identifying potential
8

customers and recognising its position in current operational markets with respect to
competitors.
Methodology: Primary research techniques that will be used by Starbucks are surveys, personal
interviews. Secondary market research techniques proposed for this plan are use of balance
sheets, inventory records and sales figures of the company as well as major competitors.
Data analysis: The information acquired from these sources and techniques will be interpreted
and cross checked by analysis department to get valid and reliable information.
Time frame: 4 months.
Budget: £62,000 is allocated by Starbucks to conduct this research.
Month 1 Month 2 Month 3 Month 4
Development of
rationale
Setting up of
objectives
Methodology
implementation
Data analysis and
interpretation
TASK 3
3.1 Market size trends
Starbucks operational market of UK has consumers that belong to age group of young
adults and adults. Great quality coffee and soothing ambience has led this company to gain
commendable market share within a short period from establishment (Sengupta, Balaji, and
Krishnan, 2015). The cafe and coffee shops industry of UK is getting a revenue of £6 billion
with a 6.3% of annual growth. This contribution to the GDP (Gross Domestic Product) of the
company is quite astonishing. Starbucks is the second largest business organisation that is
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involved in this industry in terms of market share. The biggest competitor of Starbucks is Costa
Coffee.
Considering markets of London specifically, Starbucks has been giving tough
competition to its rivals. The volume of this market is about double when compared to UK's
entire domestic market. The reason behind such huge difference is the existence of population
that has high disposable income and brand preferences. Digital marketing styles and growing
presence of business organisations on social media communities have changed market trends of
cafe and coffee shops industry (Claycomb and Martin, 2013). These trends are visualised over a
time period of about 4-5 years which indicates rapid growth due to technological developments.
3.2 Competitor analysis
Competitor analysis is a technique through which one business organisation can get the
idea about strategies that are being developed by its competitors and rivals (Dabholkar, 2015).
Apart from methods used by rivals, strengths and weaknesses of their organisational dynamics
are also figured using competitor analysis.
Competitor analysis plan
Chief competitors of Starbucks: Cafe Nero and Costa Coffee.
Objective: To get information about competitors strategies and products.
Identification: This research is being conducted to understand the strengths and weaknesses of
Costa Coffee so that Starbucks can sustain severe competition.
Methodology: The company will adopt Porter's five force analysis to conduct this operation.
Time Frame: 1.5 months.
When the above described competitor analysis plan is carried out the it was found that
Starbucks is facing a neck to neck competition from Costa Coffee. On the other hand, there is an
increasing threat from new entries in the British markets. The market share of these two
companies has a vast difference (Competitive Analysis, 2017). The changing preferences of
customers to select healthy and hygienic products has caused Starbucks to reconsider the
10

proposed strategies. Customer perception for both the companies is a brand value with positive
image but technological capabilities of Costa is much higher than Starbucks.
Carrying Out the above proposed plan, following information is acquired:
Competitor Analysis Findings
Competitors: Costa and Cafe Nero
Marker Share: Costa has 20% share, Cafe Nero has 9% and Starbucks holds 31%.
Financial Analysis: Starbucks and Costa hold a stronger position in the market when it comes
to financial capabilities. However, Cafe Nero is providing silent competition to these
international giants in terms of increasing customer share.
Competitor Geographic Coverage: Costa: Founded in 1971, the company has headquarters in England and has 3,401 shops
across the world. Cafe Nero: This company is also based in England i.e. London and has 700 branches
worldwide.
 Starbucks: This enterprise was founded in 1971 in USA. There about 24,464 stores
across the world.
From the above data, it is quite influencing that Starbucks holds a strong geographical
coverage with regards to its competitors.
Distribution Network:
The distribution network of Starbucks is very strong when compared with competitors. The
amount of customer satisfaction reached for this organisation is commendable.
Depth of Product Range:
Cafe Nero Product List: Espresso based drinks, cappuccino, latte, macchiato, fruit boosters,
chocolate drinks, caramelatte, different types of coffees, pasta salad and soup dishes.
Costa Product Range: The company offers wide variety of coffees depending on the regional
taste of consumers, eatery and different types of drinks or refreshments.
Starbucks Product Range: Low diet drinks and different types of coffee, beer, wine, iced
11

drinks, coconut milk, handcrafted diary and soy, wide range of tea products.
Technological Capabilities: All the three companies are offering services with amalgamation of
technology. But on comparing the capabilities, undoubtedly, Starbucks has acquired highest
efficiency.
Brand Image: Costa and Starbucks hold stronger brand image while Cafe Nero doesn't have as
much international presence or awareness amongst customers.
Customer Perception: Starbucks is perceived as one of the best coffee houses and customers
have been relying on the products and services of the company. There is quite similar image of
Costa and Cafe Nero in terms of customers.
3.3 Evaluation
To evaluate the opportunities and threats which are faced by Starbucks's coffee variables,
SWOT analysis is conducted as follows:
Strengths
 Starbucks is a brand which
automatically rates its products and
services quite high in eyes of
consumers.
 Profitability of the organisation is
remarkable.
 Company has highly efficient staff and
action plans. Moreover, employee
satisfaction levels are also noticeably
high in the organisation (Secondary
Market Research, 2017). Strategic position of Starbucks in
global markets is quite strong.
Weaknesses
 Pricing of products and services is too
high.
 Uniqueness is no doubt present in
products of Starbucks but heavy
competition has declined unique
quality.
Opportunities Threats
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 Starbucks can plan business expansion
in foreign markets.
 Technological aid can be taken for
improving service delivery.
 New products can be launched in
existing markets to utilise current
customers. Considering the diet drinks and food
items provided by Starbucks, there can
be improvements in terms of reduction
in calories.
 Extremely fierce competition has led to
declining market share.
 The tendency of customers to switch
from Starbucks to other brands can be a
threatening situation.
 Improper use of standards and policies
can land the organisation in legal
troubles. This is a big threat to
Starbucks.
From the above analysis, it is inferred that coffee and its variables are becoming more
common amongst people around the world. This can lead to development of boredom amongst
consumers (Bryman and Bell, 2015). Hence, Starbucks can explore opportunities of business
expansion and product development in foreign markets. To overcome competition threat from
Costa Coffee, the company should try to cultivate innovation in the working environment.
As the coffee of Starbucks is enough popular, so it can be considered as one of the
opportunities of the company as well. Like they can involve various different types of flavours in
coffee so that the people can try the other variants also, thus it will help them in increasing the
productivity of the company and also in gaining a huge number of satisfied customers. This can
be termed as one of the biggest opportunity that they can involve various new flavours in their
coffee and there may be the possibility that people will like it. Threats are also a part of the
organisation that almost every organisation has to face. So, other popular coffee brands can act
as a sort of threat for Starbucks as if they start involving offers more than Starbucks and also if
they involve a better and modified range, in that acse, it can act as a threat to the company.
13

TASK 4
4.1 Techniques for assessing customer response
Two methods can be implemented by Starbucks to assess customer response, these are : Direct methods: Starbucks can evaluate customer response with help of online survey or
feedback forms that can be designed using Google tools. The direct methods are efficient
enough to give accurate and precise results without any manipulation. However,
company has to spend sufficient resources for managing these activities.
 Indirect methods: Indirect methods include acquisition of customer complaints and
measuring brand loyalty. These two techniques do not require any extra funding and
require only evaluation tools (McQuarrie, 2015). But indirect methods may or may not be
valid for current scenario for which Starbucks is subjected.
 Feedbacks : One of the best ways for assessing the response of customers is to take
feedbacks from the customers on a regular basis because the customers use the products,
so they can tell much better about their experience with the product. So, if in case, the
company does not like any ingredient or product that is harmful for the health, in that
cases, Starbucks can replace it as soon as possible. So, it can be considered as a better
option for assessing the response of customers.
For assessing the customer response, Starbucks should use customer satisfaction survey.
It consists of specific questions that will be forwarded amongst 30 customers. The use of
information from this survey shall be helpful in evaluating whether company is able to achieve
customer satisfaction.
4.2 Customer satisfaction survey
Customer satisfaction survey
1) How would you recommend Starbucks products and services to any known person of yours?
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Not at all Extremely Likely
0 1 2 3 4 5 6 7 8 9 10
2) What are your thoughts about the product purchased by you?
____________________________________________________________________
3) Was the concerned product a value for money deal?
 Yes
 No
4) How was the quality of services provided by Starbucks?
 Good
 Excellent
 Average
 Poor
 Very poor
5) How well did the product you opted for meet set expectations?
 Extremely well
 Very well
 Moderately
 Not at all
 Did not buy anything
6) How was the ambiance of the cafe?
 Soothing
 Too vibrant
 Noisy and loud
 Comfortable
 Relaxing
7) How long have you been visiting Starbucks cafe?
 First time
 1 or 2 times in a month
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 Once in 6 months
 Annually
 Quite frequently
8) Will you visit our cafeteria again?
 Yes
 No
9) If No, please state your reason_____________________________________
10) How likely are your planning your next visit?
 Extremely likely
 Very likely
 Moderately
 Not at all
This survey is based on gathering information about customer satisfaction whenever they
have used products and services of Starbucks. These questions have been included in this
questionnaire because they directly intend to ask consumers their opinions and reviews whenever
they have visited Starbucks Coffee.
Data Analysis
The above formulated questionnaire was formulated amongst 30 customers for acquiring
a qualitative information and these customers were selected randomly. Following is the
interpretation and analysis obtained from this survey:
Theme 1: The product was value for money deal
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Was the concerned product a value for money deal? Number of respondents
Yes 25
No 5
Interpretation:
From the above graphical representation, it is visible that out of 30 customers, 25
considered the purchase of products as a value for money deal. However, 5 individuals did not
consider this as a value for money deal.
Theme 2: Quality of services provided by Starbucks was Good
17
Yes No
0
5
10
15
20
25
30
Column B

How was the quality of services provided by Starbucks? Number of respondents
Good 10
Excellent 8
Average 3
Poor 7
Very poor 2
Interpretation:
Out of 30 customers, the above graphical representation depicts the response of
customers for the quality of services provided by Starbucks. 10 considered the services as good,
8 considered them excellent, 3 considered them average while 9 considered the services poor and
very poor. This determines that majority of customers were satisfied with service quality.
Theme 3: Product met customer expectations quite well
18
10
8 3
7
2
Good
Excellent
Average
Poor
Very poor

How well did the product you opted for meet
set expectations? Number of respondents
Extremely well 7
Very well 6
Moderately 5
Not at all 8
Did not buy anything 4
Interpretation:
The above pie chart represents the response of 30 individuals when asked about
fulfilment of expectation with regards to the product opted. 7 individuals marked extremely well,
6 considered it very well while 5 agreed moderately. On the other hand, 8 felt that expectations
were not met at all. 4 customers did not buy anything from Starbucks at the moment.
Theme 4: Ambiance of cafe was smooth, relaxing and comfortable
19
7
6 5
8
4
Extremely well
Very well
Moderately
Not at all
Did not buy anything

How was the ambiance of the cafe? Number of respondents
Soothing 9
Too vibrant 2
Noisy and loud 3
Comfortable 8
Relaxing 8
Interpretation:
The above pie chart represents, response of employees when asked about the ambiance of
cafe. Out of 30 customers, 9 stated it to be soothing and 16 stated the ambience as relaxing and
comfortable. On the other hand, 2 considered it to be too vibrant and 3 said that it was noisy and
loud. Overall response reflects towards ambience to be soothing, relaxing and comfortable.
Theme 5: Frequent visitors to Starbucks cafe
20
9
2
3 8
8
Soothing
Too vibrant
Noisy and loud
Comfortable
Relaxing

How long have you been visiting Starbucks cafe? Number of respondents
First time 3
1 or 2 times in a month 8
Once in 6 months 9
Annually 5
Quite frequently 5
Interpretation:
The above graphic representation depicts the response of 30 customers when asked about
their visiting frequency to the Starbucks cafe. It was assessed that 3 customers visited for the first
time, 8 have arrived only once or twice in a month. On the other hand, 9 came atleast once in 6
months and 5 provided that they came annually. Other 5 stated they visited the cafe quite
frequently.
Theme 6: Maximum customers will visit the cafe again
21
3
8
9
5
5
First time
1 or 2 times in a month
Once in 6 months
Annually
Quite frequently

Will you visit our cafeteria again? Number of respondents
Yes 28
No 2
Interpretation:
The above bar graph presents response of customers when asked about their re-visit to the
cafeteria. Out of 30 customers 28 said that they will visit the cafe again while 2 disagreed with
the fact.
Theme 7: Likely planning of next visit
22
Yes No
0
5
10
15
20
25
30 28
2
Column B

How likely are your planning your next visit? Number of respondents
Extremely likely 12
Very likely 5
Moderately 10
Not at all 3
Interpretation:
The pie chart presented above, depicts the response of 30 individuals when asked about
their likeliness of planning the next visit. 12 customers agreed with extremely likely, 10
moderately and 5 agreed with very likely. On the other hand, 3 agreed with not at all.
4.3 Survey review
The completed customer satisfaction survey has yielded information that Starbucks can
improvise on certain issues like services and use of machinery. Although the working staff is
performing remarkably, foreign customers who are not aware about the regional languages and
23
12
5
10
3
Extremely likely
Very likely
Moderately
Not at all

culture face certain difficulty. The success of a customer response survey can only be validated
when maximum number of respondents have given effective and valuable response. The nature
of feedback can be negative and positive but complete filled form will help in detecting the stars
and led backing factors for the organisation. Moreover, when this dimension is explored
Starbucks should be able to meet its business objectives efficiently through this response.
From the customer satisfaction survey which was conducted amongst 30 customers of
Starbucks, it is evaluated that maximum of the individuals were satisfied with services and
product quality of the cafe. Furthermore, they found that ambience of the place was soothing,
relaxing and comfortable. All these facts depict that customer satisfaction is quite high for
Starbucks and there can be certain more improvements in terms of generation of regular
feedbacks and reports of evaluation. This helps in maintaining the effectiveness of on-going
strategic plans and actions.
CONCLUSION
This report has gathered information about various aspects of a market when a consumer
goes for purchasing certain products and services of Starbucks. In addition to this, an informative
assessment is provided for conducting market research. This knowledge regarding market
researches is utilised effectively in making strategic plans which will help in meeting market
research objectives. A customer survey is also provided for getting the satisfaction levels of
consumers in UK's markets.
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