CUSTOMER BUYING BEHAVIOUR

Customer Buying Behaviour in Starbucks



Table of Content

CHAPTER 1: INTRODUCTION3

Introduction3

Research Questions4

Problem Statement4

Objectives of the study5

Limitation of the study5

Ethical Issues6

CHAPTER 2: LITERATURE REVIEW7

Buying decision process7

Factors Contributing to the Consumer Behaviours8

Social factor9

Cultural factors9

Personal influences10

Psychological factors10

Consumer Buying Behaviour in Coffee Market11

Purchase Behaviour of Consumers in Food Markets12

CHAPTER 3: METHODOLOGY15

Research Design15

Description of Study Area16

Sampling Design and Data Collection16

Sample selection16

Classification of the respondents16

Collection of data17

Primary data17

Secondary data18

Analytical Tools Used18

Tabular Analysis18

Time Scale18

References20

CHAPTER 1: INTRODUCTION

Introduction

The consumer purchases a variety of goods and services to satisfy his wants and he is always influenced in his purchasing activities by some considerations which lead him to select a particular commodity or a particular retail store in preference to others. So, consumer buying is more complex. Consumer purchases are likely to be influenced by physiological, psychological and sociological factors (Andaleeb & Conway, 2006, 3-11). The commodities and services are brought by the consumer to satisfy his basic needs, for comfort, pleasure, recreation and happiness. Every individual has physiological need such as hunger, shelter, thirst, etc., which have to be satisfied for survival. The psychological factors like status prestige and social factors like friends, neighbours, job and relatives influence their purchasing activities. People bear certain beliefs and attitudes towards certain types of goods, brands of commodities and retail outlets based on their previous experience. When there is a need, they are able to discover some new commodities capable of satisfying their needs (Hsu & Hung, 2005, 361-367).

Before the commodities and brands are selected, these commodities must compete successfully against alternatives in the market. The selection of a particular commodity becomes important for consumer since there are wide varieties of consumer goods in the market. Again selection of a particular commodity depends on income of the consumer and necessity of the product to the individual. Before the selection of the commodity purchased, an individual requires information regarding the various sources of supply of the commodity, its brands, relative merits and demerits, uses and value of their characteristic features and services offered. The common sources through which individual gathers information are from advertising media (television, radio and news papers), friends, retailers in the locality, displays in shops and food labels (Kim & Moon, 2002, 481-502).

Therefore conducting this study relating to the consumer behaviour of the population that often flock United Kingdom will yield crucial information on the consumer habits, behaviour and attitudes of the potential Starbuck customers thus enabling the company to strategize on the emerging market trend in the city. This will also be a great progress in the consumer and marketing search inquiries in the coffee industry thus serving as an innovative source of information regarding making prospects in the industry thereby changing the usual setting of coffee business in the region.

Research Questions

This research paper will be expected to give detailed answers regarding the common actors that affects consumers in buying of coffee, the patterns that the consumer follow in their buying behaviours and finally on the overall coffee experiences that Starbuck provides to its ...