BRAND LOYALITY OF

STARBUCKS

GROUP-1
Ayush 17P005
Keshav Gupta 17P087
Khusboo Gera 17P088
Sahil Seth 17P114
Vineet Kabra 17P117
1
Objectives

01 To Determine the importance of customer loyalty for brands.

02 Determining the various factors responsible for the brand loyalty of Starbucks

03 Score the various factors and compare their relative standings in ensuring Brand Loyalty for
Starbucks

04 Identify the different aspects of the ‘Café Experience’ amongst the relevant Target Group for
Starbucks Coffee and assigning scores to each

2
Research Methodology
01. Methodology consisted: 03. Description
 Secondary Research  The Research was Descriptive in nature, owing to a
 Primary Research basic idea of the parameters forming the overall
 Hypothesis formulation service experience leading to Brand Loyalty

02. Hypothesis: 04. Questionnaire

 Hypothesis 1: The visits to a Starbucks Outlet are  A Questionnaire, consisting of single choice, multiple
dependent on the income levels of a person choice questions was formulated. This was floated
 Hypothesis 2: All the factors have an equal role to play in out to roughly 150people, in the ages of 18-27
the Café Experience
 Hypothesis 3: All the factors have an equal role to play in
ensuring Brand Loyalty for Starbucks
 Hypothesis 4: People are equally likely to visit cafes for
different purposes

3
Analysis
1 The results from our sample indicate that most respondents visit cafes twice or thrice a month

The visits were also compared to the income levels and it was found that frequency of visits are not
2
dependent on income levels

The consumer, thus is seemingly particular about the coffee they have. However, they do not have
3
sufficient knowledge about Coffee Beans, Roasting Processes and Brewing

Identify the different aspects of the ‘Café Experience’ amongst the relevant Target Group for
4
Starbucks Coffee and assigning scores to each

Thus, beyond the Prices and the Quality of Coffee, the experiential Factors like Staff Attitude, Décor,
5 Ambience, Location and Crowd also play a vital role in ensuring a pleasant experience at the café which
the consumer is likely to want to experience again

4
Results

Success, and Coffee Experience The product a In fact, the product that
consumers actually buy
customers’ is more Important business sells is far from a business is the
addiction with the than Actual Coffee more than just the sum total of the goods
brand does not Quality specific goods or they collect + the
services that the services they receive +
come from the the perceived benefits
coffee business may that they enjoy, which
promote together equals the
total product approach.

5
Limitation & Future Research
Our respondents were Our sample was not too
more likely to visit involved with Coffee,
Starbucks during weekends, Roasting and Brewing, what
for leisure would be the best strategy
to reach out to an involved
Target Group
Starbucks already has a
loyalty program in place,
the study did not cover the
effectiveness of this
program in its purview
6
Thank You