Buyer Behavior: Starbucks

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Devise a market research program that would inform Starbucks of their customers’ preferences: • Market research technique
1. Interview
Conversation directed to a definite purpose other than satisfaction in the conversation itself. (Market Intelligence) The main advantage is that they normally achieve a high response rate and that the likely level of error being introduced into the research result is low. 2. Focus group discussion

A small group of people, considered to be representative of the target segment, invited to openly discuss products or issues at their leisure time in a relaxed environment. (Market Intelligence) This method is useful in providing a qualitative data. It is inexpensive to conduct, it can be done quickly, and it can provide useful, timely, qualitative data. It usually consists with 8 to 10 respondents and the interviewer taking the role of group moderator. 3. Projective techniques

The objective of projective test is to delve below the surface responses in order to obtain true feelings, meaning, or motivations. (Market Intelligence) 4. Observation
It involves the personal and mechanical monitoring activities. It records actions as they occur and thus there is no lack of accuracy caused by a respondent’s faulty recollection of their past actions or inadequate estimate of future ones. (Market Intelligence) 5. Telephone research

Telephone research is relatively fast and low cost of gathering data. It is most useful when only a small amount of information is required. The advantages of this method are a wide geographical range, efficient, high response rate, modification question is possible. The disadvantages are a biased result, higher refusal rate, short interview, and no visual aids. (Market Intelligence) 6. Interview survey

The survey approach involves asking question of the target market or population. To obtain data, it is usually necessary to obtain a sample to provide an estimate of the characteristic of the entire population. This is qualitative or motivational research and provides information on behavior and attitude. (Market Intelligence) 7. Postal research questionnaires

Questionnaire is the primary tool of marketing research, a devise for delivering question to respondents and recording their answers. (Market Intelligence) The advantages are low cost, no interviewer bias, questionnaire length. The disadvantages are lack control of respondents and if the company find wrong customer than it will get wrong information. (Market Intelligence)

• Secondary data
Starbucks purchases high-quality bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment. In addition to sales through our company-operated retail stores, Starbucks sells bean coffees through a specialty sales group and supermarkets. The Company's objective is to establish Starbucks as the most recognized and respected brand in the world. In the 2002, Starbucks has branched to Indonesia and MAP is the one who won the master of licensing agreement in Indonesia. There are already more than 50 stores in Indonesia and the company is growing fast. The coffees that the company sells in Indonesia are from Colombia, Mexico, Kenya, New Guinea, Sumatra and Sulawesi. The menus are not much different than any other Starbucks store all over the world. The mission statement:

1. Provide a great work environment and treat each other with respect and dignity 2. Embrace diversity as an essential component in the way we do business 3. Apply the highest standard of excellence to the purchasing, roasting, and fresh delivery of our coffee 4. Develop enthusiastically satisfaction customers all the time 5. Contribute positively to our communities and our environment 6. recognize that profitability is essential to our future...
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