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Starbucks Research Analysis

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Tim Mittan

on 3 December 2012

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Transcript of Starbucks Research Analysis

Through Secondary research our goals were to see if students at West Virginia University believe that Starbucks has the greatest coffee quality as well if publicized celebrity usage of Starbucks products affects their purchasing habits.

A survey completed by a little over 100 people allowed for the collection of quantitative data amongst students at West Virginia University. Also, two separate focus groups were conducted in order to obtain a more in depth and detailed account of students opinions of Starbucks quality and how their purchasing habits are affected by celebrity usage. Surveys and Focus Groups Surveys After conducting the survey it was found that students at West Virginia University do indeed believe that Starbucks has the highest quality coffee and products in comparison to other coffee brands. Focus Groups Much like the surveys, the focus groups concluded that students do find Starbucks to be a convenient way of getting high quality coffee. However, it brought to light that although most students do believe it is the best quality coffee and get it regularaly they believe it is somewhat overpriced.

The focus groups also allowed to get detailed information on whether or not publicized celebrity usage of Starbucks in magazines, television, etc. affect the purchasing habits of students. The general consensus regarding this matter was that it did not affect any purchasing habits, however it was found that some students do believe it is trendier to be carrying Starbucks coffee in comparison to other brands. Starbucks Research Analysis Secondary Research Primary Research Beginnings Starbucks was first established in 1971 in Seattle, Washington and has grown into one of the world’s largest chain of coffeehouses. Today, there are 17,000 stores in 55 different countries. The company's goal is to “inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.” Product Evaluation Starbucks offers a wide variety of different coffees, teas, snacks, and other beverages both seasonal and year round. The goal is to offer a high quality product at a reasonable price in an inviting environment. Rotate axis and drag frames
to change balance Starbucks Quality Competitors Starbucks has established itself as one of the highest quality coffee shop chains on the market. Goals
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