Research Proposal of Starbucks

1837 WordsApr 29, 20138 Pages
Research Proposal 1.The Starbucks “Sing Your Own Song Event” 2. The purpose is to answers the central question: How can music contribute to conveying Starbucks’ experience to the Dutch consumer? 3.(a) What is the new concept to be tested? (b) How can music contribute to conveying Starbucks’ experience to the Dutch consumer? (c) Why do people avoid the Starbucks brand? (d) Why do people have an unfavourable attitude towards Starbucks, so much so that they avoid the brand? (e) What and Why Starbucks brand has been know all over the world? 4. The research undertaken will be from the Constructivist epistemology with an Interpretist theoretical view. The reason underlying this is that the Constructivist…show more content…
The research will verify the way a creative “Music Event” can contribute to reaching this goal by answering the central question: How can music contribute to conveying Starbucks’ experience to the Dutch consumer? Starbucks originated in the United States in 1971. The company introduced a new concept that became famous all over the whole world. The experience of drinking a luxury cup of coffee was combined with a comfortable environment. The brand experience of Starbucks is described as a “Second Home” in which a “sense of belonging” is important. The relaxed in-store atmosphere, customized quality coffee, good service, high level of Corporate Social Responsibility (CSR) and a warm flow of music in-store, are all considered important factors in creating this experience. Music has been a specific tool to “translate” the brand experience for years and Starbucks keeps developing this part of the experience by using new technology and networks to recommend their favourite music to the consumer. Customers agree that music can be used to create a suitable atmosphere for a “Second Home” experience. However, customer research demonstrates that this experience is not fully developed in the Netherlands. The most important reasons are: store location and the fact that Starbucks is a recent entry to the Dutch market. Case studies demonstrate that other brands use music to create an interactive

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