Knowing a consumers wants and need is a key point in a marketers way of business. Marketers have to learn as much as they can about their target market which are adults age 25-54 mostly with children, including their environment, who they would rely on for opinions and their culture. Starbucks has fulfilled any marketers dream to be able to capture the attention of their target market and make sure to keep them loyal to the Starbucks brand by making them the most important aspect in the Starbucks company. Consumers behavior has to be fully analyzed as to what they need and how fast can workers at Starbucks prepare it for them especially in major cities that have a much larger population. The importance of the consumers decision making process has to be thoughtfully recognized and be able to fulfill the wants of the customers by learning what affects their decisions in purchasing a product.
Starbucks has to stimulate customers to want their verity of products even thought they did not enter in a new market they entered in a market that had already been out. They took an old idea and provided it in the United States first and modernized it as they became more profitable and well known. By providing a refreshing make it your self frappucchino blended beverage on a hot August day and a hot vanilla latte to warm you up on a cold and windy day in December. The “Starbucks experience” then is what keeps customer staying loyal to the brand.People have the experience of sort of having a say in what goes into their smoothie or coffee drink and having it their way going consumers more attention and providing them with what they want from what kind of milk to a sweetened, lightly sweetened or unsweetened drink. They also offer a great environment to drink or eat a Starbucks product and also be able to do some work, homework, read a book or meet up with some friends which also includes free wifi.
The consumers post-purchase evaluation process is the most important five steps taken by consumers to purchase a product at Starbucks since all the research and the variation of products they offer can all be done in a store. Also Starbucks gives a good motive for customers to return because if for any reason you are unsatisfied with your drink you are offered another drink and even given a coupon for a free drink. The customer service in Starbucks is outstanding at making sure that the customer receives what they ask for in a personal way which makes a customer feel like they are the only person Starbucks is attending and cares for. Howard Schultz the Starbucks Chairman and Chief Global Strategist told Fortune Magazine “We aren’t in the coffee business, serving people. We are in the people business, serving coffee”. They make sure that customers know they are not “only out for their money” but also to satisfy them.
Apart from personal evaluation of a Starbucks store consumers are able to get opinions from friends, family or coworkers that can recommend the to Starbucks this group is called the routine primary membership group which consumers most regularly get in contact with. Instead of a secondary membership group which involves a bigger verity of recommendations and opinions as it come to acquaintances that are not all that close such as clubs or professional groups. Starbucks focused a lot in spreading out their companies name by word of mouth just recently they have made commercial adds but what they mostly work for is to be recommended to their product by someone consumers know. Or they can take an opinion leaders and make advertising with them as Starbucks has taken a lot of advantage from in being in big movies such as The Devil Wears Prada, 13 Going on 30, Miss Congeniality, Sex and The City, License to Wed, Maid of Honor and many more top box office hits. Seeing your favorite artist or actress sipping on a cup of Starbucks beverage may give you the motive to go and get some yourself.
This chapter covered many important key terms that marketers at my company have been able to equipped themselves with the information they need to successfully capture new customer and have loyal customers to the Starbucks brand name.
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