Starbucks vs Mccafe

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Table of Content
1.Executive Summary……………………………………………………................3 2.Introduction……………………………………………………………………….4 3.General company information…....…………………………...…………................ 3.1 Starbucks……………….………………………………...…………………...... 3.2 MaCafe…………………………………………………………..…………......4 4

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4.Theoretical discussion……………………………………………………………..... 4.1 Consumer perception…………………………………...……………………… 4.1.1The perception of quality………………………...…………………...... 4.1.2The relationship between the perception of quality and price…...…...... 4.1.3The relationship between the perception of quality and store image...… 4.2 Consumer attitudes…………………………………………………………....... 4.2.1 Changing consumer attitude ……………………………………………..7 7

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5.Application to brands ……………………………………………………………… 5.1 Application of consumer’s perception to Starbucks…………………………… 5.1.1 Product……………………………………………..……………………. 5.1.2 Price……………………………………………………………..….……. 5.1.3 Promotion………………………………………………………….…...... 5.2 Application of changing consumer attitudes to McCafe……………………...... 5.2.1 Product…………………………………………………………………… 5.2.2 Dining Environment……………………………………………………… 5.2.3 Promotion…………………………………………………………………14 14

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6.Conclusion…………………………………………………………………………..29 7.References…………………………………………………………………………..30 8.Appendix……………………………………………………………………………38

List of Figures
Figure 1The relationship of four kinds of concepts involved in perceptual phenomenon………………………………………………………………….7 Figure 2The simple model of perceptual operation…………………………………...8 Figure 3The perceived quality of component…………………………………………9 Figure 4The variable of advertising for experimental………………………………...12 Figure 5The result of experimental of advertising exposure and direct experience by trialing………………………………………………………………………..13 Figure 6The use of the best origin of coffee bean to support the product’s quality…..15 Figure 7Starbucks provides only the quality coffee…………………………………..16 Figure 8The website of Starbucks that is shown the social responsibility……………17 Figure 9Starbucks’s baristas offer the best taste and friendliness to the consumer…...18 Figure 10Starbucks’ offers a friendly and warm environment to the consumers by the lighting and decoration……………………………………………………….19 Figure 11The comparison of price between Starbucks and McCafe…………………...20 Figure 12Starbucks provides same direction of price and quality……………………...21 Figure 13Starbucks presents on facebook and twitter………………………………….22 Figure 14McCafe serves nice coffee and drinks………………………………………..24 Figure 15The logo of McCafe emphasizes the specialty of their coffees………………25 Figure 16McCafe offers customers a cozy and comfortable dining area………………26 Figure 17

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Figure 19McCafe pop poster……………………….………………………………….. Coupons of discount…………………………………………………………. McCafe outdoor ads………………………………………………………….27 28
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Executive summary
This report provides the information about customer behaviour which links to consumers’ perception and changing customers’ attitude in order to understand the concepts that Starbucks and McCafe use as the tools to acquire their target audience respectively. This report will identify the overview and target market of both companies, theory of consumers’ perception in quality, relationship between perception of quality and price, the relationship between perception of quality and store image, theory of customers’ attitude, application of consumer’s perception to Starbucks and application of changing customers’ attitude to McCafe. To understand the theory of customers’ perception and changing attitude clearly, Starbucks and McCafé are the good example to apply for these theories. Starbucks tries to create the belief of customers in quality of Starbucks through advertising, product and atmosphere in stores. It seems to be Starbucks did it very well because nowadays it is known that Starbucks is premium coffee. On the other hand,...
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