Starbucks Kolkata Analysis

 Introduction

Defined as a customer's impression, awareness and/or consciousness about a company or its offerings. Customer perception is typically affected by advertising, reviews, public relations, social media, personal experiences and other channels.

The perceptions consumers have of a business and its products or service have a dramatic effect on buying behavior and how the company is perceived. That's why businesses spend so much money marketing themselves, honing their customer service and doing whatever else they can to favorably influence the perceptions of target consumers.

Study Purpose

The purpose of this study is to identify if Starbucks has been able to successfully build a healthy perception among the consumers in Kolkata . This study attempts to identify the key influential factors through content analysis. Starbucks has come up with many ideas to differentiate itself from other coffee brands: multiple locations, ordering drinks on your app, delivering your drinks, ability to charge your phone on wireless docking stations, customizing the music you hear when you are there, loyalty programs and many more In understanding what factors influence Starbucks' brand loyalty, this study can provide practical suggestions of the qualities that are important to emulate and implement for hospitality businesses.

Literature Review

Starbucks brand philosophy

Founded in 1971 in the city of Seattle, USA, the brand has changed the way the world drinks coffee outside home and work. Starbucks has been responsible for creating the concept of a third place between home and work where people can relax, enjoy a cup of coffee and experience the inviting ambience. It is often said that Starbucks taught the world how to drink coffee .

The idea is to create a “third place” where consumers can go besides home and work, and where they can relax, listen to music and socialize. By offering a pleasurable and relaxed customer experience, Starbucks has been successful in focusing the customers’ attention on the quality of the experience, the enjoyable memories that can be woven together in its stores and not on the pricing of its products.

Due to Starbucks’ wide product variety, it attracts customers throughout the day, not just for coffee and tea, but other consumer packaged goods [CPGs] (oatmeal, sandwiches, parfaits, cake pops, bagels etc.) as well

A smart tactic Starbucks has is the reward loyalty card (My Starbucks Reward card). Consumers can buy a regular gift card and keep using that gift card and with that, can earn points, and finally receive a personalized Rewards card. The more the card was used, the more benefits and drinks can be earned. T

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