Executive Summary

The goal of undertaking this research project is to study the consolidated level of customer experience with Starbucks

53 respondents from the Humber College Lakeshore Campus, both national and international Key findings Majority respondents were in the age group of 20-30 years and 85% of participants were international students Most of the customers visit Starbucks around once a week 51% were satisfied with the taste of the drink, while barely 4% respondent strongly disagreed Majority respondents agreed to ambience and the overall comfort zone

Background
Starbucks opened the first store in 1971 in Seattle, Washington Currently, they have 11000 locations only in America, and 17000 stores in 55 countries around the world Brand Image Starbucks intends for its brand image to come across as trendy, accessible and always consistent The new retail extension systems joined with the product advancement strategies to customize drinks has overall affected customer satisfaction and brand image as a whole

LOSS OF STORE SOUL Starbucks had about 150% addition in retail stores, but various stores developed were small and did not have seating spot In America, 81 and 564 licensed stores were closed during 2012 and 2011 Starbucks product sales expanded, but statistically talking, the likelihood of an item being sold failing to offer the indispensable value

Factors responsible for conducting the survey

LOSS OF COFFEE AROMA

LOSS OF MERCHANDISE

OBJECTIVES
1. To know about the brand popularity of Starbucks among its consumers. 2. To study the perceptions of customers regarding the ambience of Starbucks. 3. To study the present level of customer satisfaction of Starbucks 4. To provide recommendations to raise the present level of customer satisfaction of Starbucks.

METHOD
Research Design The questionnaire was prepared on the basis of the collected data from internet for better understanding of the research problem Data consists of brand likeability, frequency of visits, store ambience, customer satisfaction, customer loyalty, etc. Primary Research Questionnaire was circulated to our target audience by means of various social media platform and email Secondary Research Secondary data was collected from internet (forums and company website), company published reports and magazines.

Sampling framework / Size The sampling frame consisted of the Humber lakeshore Campus students who have visited Starbucks at least once Humber College is attended by students from all over the globe giving the research a quality and genuine response The method used is probability sampling simple random sampling The research was prepared and executed in a span of 6 days giving the respondents an ample time frame of 4 days to fill our survey

Results
RELEVANT VARIABLES CHOSEN To give us a strategic direction on how to integrate the brand marketing mix for better performance The information was necessary to track customers behaviour and perception for Starbucks as a brand

Data was analyzed putting into consideration the following variables 1. Service delivery 2. Sex 3. Age group 4. Competitive Profile 5. Brand Communication/Brand Promise

APPROPIATE ANALYSIS & INTERPRETATION

METHODOLOGY Two in one study approach that will be both qualitative and quantitative known as quail-quant Qualitative was in form of Focus Group Session that gave us exploratory insights The quantitative survey relied solely on a well-structured questionnaire to give respondents the freedom to freely express themselves The edge of this approach is the cross current of statistical depth as well as hidden attachments and expressions, whose meaning can only be amplified through qualitative expressions and analysis

COMMUNICATION Following combinations were used by top brands for their brand communication : TIM HORTONS: Radio, Television, Point of purchase, outdoor and events STARBUCKS: Radio, Television, Outdoor and Point of purchase COFFEE TIME: Point of Purchase, Outdoor NESTLE COFFEE MATE: Television, Point of Purchase and Outdoor presence

DATA ANALYSIS The survey enabled to track all the necessary variables that can impact on the market performance of the brand The study also ascertained following facts and variables: Perception among consumers Width and depth of distribution. Price variable and dynamics Repeat patronage and loyalty level. Key brand patronage drivers and barriers. Geographical spread and strength. Likes and dislikes about various brands. Promotional impact and advert recall.

The result of the survey has given a clear insight that will ensure brand activities are strategically and exceptionally relevant to consumers STRENGTHS Long presence in the market Brand Equity Excellent customer service built on customer insight WEAKNESS Poor brand visibility Poor response to new competitive spirit Poor brand presence

Recommendation
We recommend that they should reduce the price of the beverages without compromising quality. Improving the supply chain and managing the transport cost could trim some cost
Starbucks should concentrate more on brand visibility. New campaign and events would help build awareness Store ambiance should be emphasized in order to increase customer visits

 Competitive advantage will bring new customers to Starbucks. Switch back to La Marzocco from Verismo in order to induce people with their flavorlock coffee Starbucks should emphasize on gathering the insights of the world of coffee and acquaint them to the exotic coffee brew.