Introduction

These days, when people think about coffee houses most of the individuals will think about
Starbucks. Starbucks has turned out to be one of the best brands across the globe. Starbucks is
performing well in business as well as brand-based criteria. Starbucks revenue growth is
about 8.12% year on year. The market share of Starbucks is 10.8% which growing year on
year. The culture, attitude and physical appearance of the outlets motivates people to visit
Starbucks.

What is the Motivation behind going to Starbucks?

There are many coffee houses over the world. The main thing is how Starbucks motivates
their customer to re-visit Starbucks over thousands of coffee shops across the world. People
visit Starbucks to have a meeting, premium coffee, ambience, these are some motivational
factors which motivate people to go to Starbucks. The main reason Starbucks uses to
motivate customers is that they have diversified product portfolio. The combination of their
products is extravagant. They serve the drinks with perfection and with the nice ambience,
customers are motivated to return. To create customer loyalty, they recently started the “Gold
Card” policy, which allows customer different benefits like-:
 Free drink on birthday
 Refill on coffee and tea
 Every 13th beverage is free for gold card members

These factors motivate customer to return to Starbucks to redeem the benefits on regular
basis.

Starbucks success- Theory of planned behavior

Theory of planned behavior depends upon 3 factors-:

 Attitude
 Subjective Norm
 Perceived Behavioral Control

According to the Katz theory of attitude people will develop attitude after experiencing the
product and services. Attitudes are formed by customer socialization, learning, experience,
and personality. In the case of Starbucks, they have successfully provided good experience to
their customers which has created a positive attitude among the customers. Starbucks
experience plays a vital role in creating positive attitude which includes customer
engagement. Starbucks has created My Starbucks Idea Site which allows customer to suggest
brand ideas which automatically increases customer engagement.

In subjective norm there is not much engagement as people will not feel bad by going to
Starbucks. Therefore, Subjective norms towards Starbucks is none.

In terms of Perceived Behavioral Control, Starbucks has created a place that is very suitable
for their customers. Starbucks has created online and offline sources to connect from the
customers. They have created Starbucks App which provides user-friendly experience, the
app also shows upcoming gifts, rewards and star points collected. This user-friendly app has a
very smooth ordering and payment process which eliminates skip the line option.
As Starbucks create positive mindset among their customers, favorable subjective norm and
perceive control easier. It shows customer are favorable to go to Starbucks.

Starbucks allows customer to learn about them

In classic conditioning theory, Starbucks has repeated Starbucks cups strategy which will
create brand image in the mind of the consumer. This strategy shows sign of good and
premium coffee with a brand logo of Starbucks.

Instrumental theory of Starbucks is a big success for the brand as this theory explain the
negative or positive behavior of the customer after their experience. Starbucks has created a
positive behavior among it’s customers by rewarding them in many ways. My Starbucks
reward has been considered one of the best loyalty programs.

Starbucks repeating strategy has created brand image in customer minds and instrumental
theory has created awareness among the customers rewarding program.

Starbucks on changing personality of the consumer

Change in personality of the consumer has decline the footfall in the outlets because of
“seismic shift” in consumer behavior and “devasting” impact change on traditional retailers.
Starbucks claimed that they will grow, and growth will totally depend upon the most
important component-: “engaging, digital and mobile relationship with customers that is
threaded into a branded, immersive, experiential retail destination”. Due to change in
consumer behaviour Starbucks is focusing on lunch which increased their revenue by 6%.
Other than food they are focusing on create new occasions which offers food in new concept
that they call is “Mercado”.

Learning

This explains how Starbucks become successful by understanding and implementing the
theory of planned behaviour which creates positive attitude among their customers and
different factors of motivation which motivate customer to visit Starbucks. I also learned
about the classic and instrumental theory of learning which creates a good brand image
among the customers. Last but not the least Starbucks new offering of create new occasions
according to the customer changing personality and behaviour.