Customer Perception of Starbucks

Research can be defined as the search for knowledge, or as any systematic investigation, with an open mind, to establish novel facts, solve new or existing problems, prove new ideas, or develop new theories. Research can be divided into different steps in order to understand the whole process more in depth. The first step towards conducting research is to observe. Consistst of the subject area of ones interest and following that subject area to conduct subject related research. The subject area should not be randomly chosen since it requires reading a vast amount of

This study has been conducted on the collection of secondary data. An intensive desk research has been taken to collect all the published data available from the various organisations. Previous research work and published books has been considered for data collection.

Descriptive research, this will not answer questions like how, when, why it has happened. It describes the characteristics of a citizens or circumstance being studied. Instead it tells us the “what” question what are the traits of the citizens or situation being studied? Although this research is highly accurate, it does not gather the causes behind a situation. So if we did a study on say “How many gangs are in Los Angeles?” This will give us an answer of how many of something, like a situation that is being studied. (Babbie, 2008)

research is observational in nature and a type of correlational research, and is often contrasted with

The type of research used during the study is descriptive research. This is the type of research the is used when we are trying to make a determination of how often something happens in a given relationship. This relationship usually involves 1 or more variables. In order to figure out how employees feel about the information being provided to them from BIPAC using this type of research is good for the study. This is good research because we are only measuring a small number of variables.

This study will require Primary data and Secondary data. Data collection will be done by designing appropriate questionnaire and conducting semi structured interview.

Overview: This section explains the research philosophy, the literature survey for this research, data collection technique, data analysis approach and the overall process of the research. It started by gather the general insights that were relevant to the research; derived the information into a research topic; brief explanation about how the research was conducted, how the data was collected through experiment, how the data was analysed and concluded.

Part 1 - All research activities begin with a question. Research, in its most basic form is the process of answering that question, or questions. Academic research, though, is a systematic process of collecting and analyzing information so that it increases the understanding of the phenomenon under study (Holton & Burnett, 2005). Regardless of the complexity or nature of the research project, there are at least eight characteristics that help define the process: 1) Research originates with a question or a problem; 2) Research requires a clear articulation of a goal; 3) Research follows a specific plan of procedure; 4) Research usually divides the principal problem into more manageable sub-problems; 5) Research is guided by the specific research problem, question, or hypothesis;6) Research accepts certain critical assumptions. These assumptions are underlying theories or ideas about how the world works; 7) Research requires the collection and interpretation of data in attempting to resolve the problem that initiated the research (Leedy & Ormrod, 2009).

Several key success factors exist for Starbucks, a leader in the coffee industry. They include

Starbucks is the most popular coffee chain in America, but how good is it really? There are four things that a good coffee shop requires – variety of coffee, good customer service, reasonable prices, and most importantly, good coffee. While Starbucks has a lot of variety and excellent customer service, its prices are rather high and it is somewhat lacking in the most important category – the quality of its coffee.

In 1971, three friends with a passion for coffee opened a gourmet shop – Starbucks was born. The coffee shop's name comes from Herman Melville's 19th century novel about the whaling industry, Moby Dick. The seafaring name seemed appropriate for the small shop, which imports the finest coffee. The cold weather and thirsty Seattle community seemed to be a perfect match for this endeavor. Starbucks caught on and, in less than a decade, became Washington's largest coffee roaster.

In the second chapter of this research, methodology is being explained which presents the data collection and analyzing method on which thesis will be based on. Further, I have also tried to briefly present the valid argument on chosen data collection methods. The later part of this chapter contains the elucidation of data collection methods and anticipated process of investigation.

Young customers are between 16 up to 23 years old. They usually prefer cold coffee drinks or blend coffee drinks, such as iced coffee latte, caramel frappuccino, blended milk green tea, etc.

Research objectives are to provide specific focus direction to the research. It must be well thought out and the objectives must be related to the problem that has already been defined (Hazman, 2012).

Café Coffee Day (CCD) started the coffee revolution in India in 1996 and is now the largest coffee chain. The report talks about how to respond to the Starbucks’s entry in India with a joint venture with the Tata group. While most global brands have failed to gain much of an edge in India against CCD Starbucks is having many advantages over the other global brands due to its brand value and its JV with Tata group.