Starbucks vs Mccafe

Table of Content
1. Executive Summary……………………………………………………................ 3
2. Introduction………………………………………………………………………. 4
3. General company information…....…………………………...…………................
3.1 Starbucks……………….………………………………...…………………......
3.2 MaCafe…………………………………………………………..…………...... 4
4
5
4. Theoretical discussion…………………………………………………………….....
4.1 Consumer perception…………………………………...………………………
4.1.1 The perception of quality………………………...…………………......
4.1.2 The relationship between the perception of quality and price…...…......
4.1.3 The relationship between the perception of quality and store image...…
4.2 Consumer attitudes…………………………………………………………....... 4.2.1 Changing consumer attitude …………………………………………….. 7
7
8
10
10
11
11
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
14
20
22
23
24
25
27
6. Conclusion………………………………………………………………………….. 29
7. References………………………………………………………………………….. 30
8. Appendix…………………………………………………………………………… 38

List of Figures
Figure 1 The relationship of four kinds of concepts involved in perceptual phenomenon…………………………………………………………………. 7
Figure 2 The simple model of perceptual operation…………………………………... 8
Figure 3 The perceived quality of component………………………………………… 9
Figure 4 The variable of advertising for experimental………………………………... 12
Figure 5 The result of experimental of advertising exposure and direct experience by trialing……………………………………………………………………….. 13
Figure 6 The use of the best origin of coffee bean to support the product’s quality….. 15
Figure 7 Starbucks provides only

References: Academicmind (n.d.), Catching the Starbucks Fever, Retrieved August 09, 2010 from http://www.academicmind.com/unpublishedpapers/business/marketing/2002-04-000aag-catching-the-starbucks-fever.html Answers (2010), Environmental perception, Retrieved August, 13 2010 From http://www.answers.com/topic/environmental-perception Baker J., Grewal D.& Parasuraman A. (1994). The Influence of Store Environment on Quality Inferences and Store Image. Journal of the Academy of Marketing Science, 22 (4), 328-339. Berry, Leonard L. (1999) Discovering the Soul of Service. New York: The Free Press. Bourne, Lyle E., Jr., & Bruce R Ding, Min, Ross T. William, & Rao R. Vithala. (2010). Price as an Indicator of Quality : Implications for Utility and Demand Functions. Journal of Retailing. 86(1), 69-84. Donnet M.L., Weatherspoon D.D.& Hoehn J.P. (2007). International Food and Agribusiness Management Review, 10(3), 1-18. Drèze X Encyclopedia2 (2010). Product quality, Retrieved August 07, 2010 from http://encyclopedia2.thefreedictionary.com/Product+quality Garvin, David A Gusfield J., Kronus S., & Mark H.(1970). The Urban Context and Higher Education: A Delineaton of Issue. Journal of Higher Education, 29. Herrmann A., Xia L., Monroe Kent B. & Huber F. (2007). The influence of price fairness on customer satisfaction: an empirical test in the context of automobile purchases. Journal of Product & Brand Management, 16(1), 49-58. Horton, Raymond L. (1984). Buyer Behavior: A Decision-Making Approach. United States of America: Charles E. Merrill. Isidro, I. (2004), Learning from Starbucks: 10 lessons for small businesses (Electronic Version). Power Home Biz, Retrieved online from http://www.powerhomebiz.com/vol144/starbucks.htm Iwata E. (2006). Owner of small coffee shop takes on java titan Starbucks, USA TODAY, Retrieved August 5, 2010 from http://www.usatoday.com/money/industries/food/2006-12-20-starbucks-usat_x.htm Jacobson Robert & Aaker A. David. (1987). The Strategic Role of Product Quality The Journal of Marketing, 51(4) .31-44. Kotler, Phillip (1973). Atmospherics as a Marketing Tool. Journal of Retailing, 49, 48-64. Kumar, Piyush (1999). The Impact of Long-Term Client Relationships on the Performance of Business Service Firms. Journal of Service Research, 2 (1), 4–18. Lafferty, B. & Goldsmith (1999). Corporate Credibilit ' s Role in Consumers Attitudes and Purchase Intentions when a High Versus a Low Credibility Endorser is used in the Ad. Journal of Business Research, 44(2), 141–159. Mann T. (2006). The Starbucks Effect, New York’s Lower Hudson Valley, Retrieved August 5, 2010 from http://www.lohud.com/article/20061110/CUSTOM02/611100308/The-Starbucks-Effect Mcafee (2009. McDonald’s: Branching the Luxury Coffee Market, Retrieved August 05, 2010 from http://www.mcafee.cc/Classes/BEM106/Papers/2009/McDonalds.pdf McDonalds, (2006). The McDonald’s franchise’s West Gosford flagship store, Franchise Business, Retrieved August 04,2010 from http://www.franchisebusiness.com.au/c/McDonalds/The-McDonald-s-franchise-s-West-Gosford-flagship-store-n852562 Mcneal, James U. (1973). An Introduction to Consumer Behavior. United States of America: Canada. Meenaghan L. & Shipley D. (1999). Media effect in commercial sponsorship. European Journal of Marketing, 33 (3-4), 328-347. Monroe, K.B. (2003). Pricing: Making Profitable Decision, 3rd ed., McGraw-Hill/Irwin, Burr Ridge, IL. Neal C., Quester P. & Hawkins D. (1999). Consumer Behaviour Implication for Marketing Strategy, 2nd edition. Australia: McGrew – Hill Book Company. Nelson P. (1974). Advertising as Information. Journal of Political Economy, 82(4), 729-754. Peter, J Ponte S. (2002). The ‘Latte Revolution’ Regulation, Markets and Consumption in the Global Coffee Chain. World Development, 30(7), 1099–1122. Poulas, M. (2001). Buyer behaviour: implications for marketing. NSW, Australia: Pearson Education Australia. Ramachandran, R. (2000), Understanding the market environment of India. Business Horizons, 43(1), 44-52. Rossiter John R. & Percy L. (1980). Attitude change through visual imagery in advertising. Journal of Advertising, 9(2), 10-16. Rust, R., V. Zeithaml & K. Lemmon (2000). Driving Customer Equity (The Free Press, New York) Shankar, Venkatesh & Lakshman, Krishnamurthi (1996) Shultz, H. (1997), Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time. New York: Hyperion. Smith Robert E. & Swinyard William R. (1983), Attitude-Behaviour Consistency: The Impact of Product Trial versus Advertising. Journal of Marketing Research, 20(3), 257 – 267. Stafford, E. James & Enis M Ben. (1969). The Price Quality Relationship: An Extension. Journal of Marketing Research, 6, 456-8. Sun T., & Wu G. (2004). Consumption patterns if Chinese urban and rural consumer. Journal of consumer Marketing, 20(4), 245-253. Time. (2009). Latte with Fries? McDonald’s Takes Aim at Starbucks. Retrieved August 04 2010, from http://www.time.com/time/business/article/0,8599,1896432,00.html