1. 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

2. 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

4. Factors responsible for conducting the
survey
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

6. LOSS OF COFFEE AROMA
LOSS OF MERCHANDISE

7. 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.

8. 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.

9. 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

10. 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

11. 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

12. COMMUNICATION
Following combinations were used by top brands for their brand
communication :
 TIM HORTON’S: 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

13. DATAANALYSIS
 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.

14. 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

15. 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

16.  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.