Buyers Perception

Independent cafes have joined the bandwagon in making coffee with more exotic beans and the perfectionism in the making cup of coffee. Most of the cafes owners are focused on coffee and they are looking for higher quality beans. Therefore, our company will sell coffee beans that meet their needs and this will be an opportunity to our company to start and expand our business.

Nowadays, there are many coffee shops that are very successful in the world of business. There is the Starbucks, Gloria Jeans, Coffee Bean and Tea Leaf, Bo’s Coffee, Figaro Coffee Company, and many more. These companies have different stories to share and that story made a mark in the world of business. Some people tell that “why there are businesses like this instead we can buy our own coffee that has lower cost.” The difference is, buying coffee in the coffee shops is there is a quality in the beverage you buy. The taste is different than the coffee in a sachet because in coffee shops the quality of the coffee bean is processed perfectly unlike in sachet, the coffee is just a pulverize coffee bean that is sometimes mixed with other products like milk, sugar, and

Starbucks has created a competitive advantage with their product quality by setting themselves apart from their competitors. “The Company has stayed with the upper-scale of the coffee market, competing on comfort rather than convenience, which is the case with its closest competitors, McDonald’s and Dunkin Donuts” (Mourdoukoutas, Panos). Consumers believe they are receiving a better product and experience when they purchase from a Starbucks as opposed to another large food service company that may sell coffee.

Costa coffee founded in 1971 in London, UK. Now, it has become the biggest top coffee shop chain in UK. However, Costa should be prepared for danger in times of peace. In this report, some suggestions will be proposed to improve Costa coffee’s marketing mix over the next three years. We begin with a brief description of the data we collected, then go on to analyses coffee shop market environment in UK; the next section looks at Costa coffee’s current statement of marketing mix, and finally we give recommendation of the marketing mix in the next year for Costa Coffee. Section 1 Primary research method Primary data was collected in the form of questionnaire with 15 questions, which was posted on the Internet. Also,

Selection process of perception begins when one or more of your senses are stimulated, rather than pay attention to all the stimuli you engage in selection, the process in which your mind and body help you choose certain stimuli to attend to. (109 Floyd)

quality of the products connected with a fair price attracts many coffee lovers. Starbucks also

General trend toward quality among consumers definitely plays an important role in the recent growth in gourmet coffee. Additionally, such factors as desire for mall indulgencies, for something more exotic and unique, provide a good selling opportunity for coffee bars.

Starbucks will be the first come in your mind when you want to have a cup of coffee. Don’t you feel curious about why is Starbucks so successful? This report explains how Starbucks take advantage in consumer purchase decision making process, how does Starbucks attract customer, how does Starbucks segment its market and new trends in society affect purchasing process.

For the concept of standardization of The Coffee Bean & Tea Leaf, branding and image are consistent in host markets with that of home market. Despite the expectation that cultural differences may affect the demand for their products and services the coffee shop felt that maintaining standardization was more important than adaptation. Standardization is enforced by the company on branding to ensure that the brand image and value is being perceived consistently by the customers in all markets. Adaptation has also applied to the product offering For example in its home country, the coffee shop have a limited range of food and beverage items in their outlets. However, the coffee shop had included a wider range of hot food items in Asia as Asians need to have food with their coffees. The Coffee Bean & Tea Leaf also provide both the good quality of input and output has brings a big achievement. The foundation of the coffee chop is a commitment to quality. They produce and serve only the finest coffees and teas from around the world.

Coffee, a cup of Joe, Java or brew, it goes by many names. It can be your morning jump-start or even used as an afternoon pick me up, to be enjoyed alone or with the company of others. It is a drinkable source of energy that is enjoyed in the United States and in many other places around the globe as well. It’s no wonder that coffee is such a popular commodity. Companies such as Starbucks and Peet’s Coffee have revolutionized the coffee shop industry in the United States by making it easy and convenient for consumers to purchase single-serving cups of coffee on a regular basis. Not only is the service quick and convenient, but it also allows consumers the ability to personalize their drinks to make it to their desired preference, making it a more enjoyable experience rather than just having a cup of instant coffee at home. In this paper, I will be exploring the coffee shop industry, which will be defined as firms who sell single-serving cups of coffee to their consumers.

Starbucks’ lead in the specialty coffee industry exemplifies the result of deftly executing a well-planned business strategy. Moreover, Starbucks is well positioned for what is expected to be a continuing rise in the popularity of specialty coffee products. The question before Starbucks’ leadership, however, is what avenues will lead to Starbucks’ goal of remaining true to its core, the highest quality coffee products while providing a “total coffee experience” for its customers?

Starbucks has provided several elements to appeal to the current and potential customers. The first element is to serve fresh and high quality whole bean coffee. Starbucks coffee beans are different from general coffee beans. At every stage, Starbucks does its best in order to maintain the outstanding quality of coffee bean. For example, at the higher place coffee beans grow, the better the quality is. Also, the bigger gap of temperature between day and night, the denser coffee beans are. The place, which is located at high altitude has a feature, a huge daily temperature range. Consequently, workers of Starbucks harvest the coffee beans by going up to the high altitude ("Exceptional Coffee," n.d.). The second element is to offer intimate services. For instance, when people make an order at the counter, the cashier asks the customers’ names to pick up the beverages they ordered. By asking their name, the atmosphere of the place would be more familiar with each other. The last element is to play music such as acoustic guitar sound, to arrange dark coloured furniture, and to hang darker lighting than general light. This is because Starbucks pursue subdued and calm atmosphere.

Consumers are less inclined to buy coffees and teas in supermarkets due to the wide variety of coffees that are available in coffee shops today. Hi-tech equipment and premium ingredients are now easily accessible and are used to make a variety of hot and cold beverages that are sold in coffee shops; from cappucinos to the ice blended coffees. As a result consumers are becoming more knowledgeable about the ranges of specialised fresh coffees and premium teas that are

Distinguishing yourself with a product is only conceivable if the product is premium. Starbucks is a solitary coffee making establishment; we have square measure Spinelli, Suntec Dome Holdings and occasional club among others offering the same products as Starbucks. A consumer must establish a brand and elicit a response before strongly building a relationship. Brand equity is about creating a brand 's responsiveness depth and favorable unique brand association. We can quickly determine it by looking at the brand resonance. Most people flock at Starbucks mostly in the morning and in the evening and sometimes in between breaks during the day just to have a taste or bite of their brands. The loyalty experienced by consumers and how regular they visit the place is an indication that the have quality produce.

The third stage is the information processing stage and it consists of the exposure, attention and retention of the consumer to the information. The consumer must first be exposed to the message, allocate space for this information, interpret the stimuli, and retain the message by transferring the input to long-term memory.