Hello Starbucks
Robyn Desuza
MT459-Consumer Behavior
February 17, 2014

Starbuck’s has been established as one of if not currently the most popular coffee house in and out of the United States. A business such as Starbucks needs information in order to introduce its products and services that would create value in their customers’ minds. In order to do this Starbuck’s can use research methods that would give them directions needed on making their marketing decisions. The exploratory design method is used to gather information that would enable firms to see more clearly what problems there may be in their marketing strategy, gather insight on consumer behavior, eliminate unusable ideas or methods, and form new ways to market their products (QuickMBA, 1999-2010). Depth-interviews and focus groups are methods exploratory research. Descriptive Research seeks to gives clarity on the users of specific products, size of population that uses these products, and also to predict the future demand of the products (QuickMBA, 1999-2010). Before surveying consumers, the descriptive research method would first establish who, what, when, and how of the research to be done (QuickMBA, 1999-2010). This method allows for the observation of consumer behavior for things such as brand loyalty. The causal research design method looks for the cause and effect of the correlation between alternatives. This method is used to analyze or experiment on a single market segment by introducing a product only in that particular area; to get the actual response of consumers to their marketing efforts under actual marketing conditions (Schiffman & Kanuk, 2013). Other methods used of this research design are small experiments that test the responses of consumers to alternate marketing methods done before the selection of new products, price changes or redesigns on packaging (Schiffman & Kanuk, 2013). These methods manipulate variables in a structured setting in order to predict sales or gauge possible responses to products. Brand Personification tries to change a consumers’ perception of the features of a product or service (Schiffman & Kanuk, 2013). As an animal, Starbucks would be considered reliable, very aggressive yet family oriented and smart like the lioness. The lioness takes care of the pride in every way from protecting her cubs and the lion from attacks, to finding and providing food for them to eat. The lioness keeps her family safe. Starbucks provides shelter, food, a place to relax, and also contributes to the environment and overall community. They value their place in the community and it shows in the way they do business. Being aggressive with their competitors by establishing superior products and services and taking their global responsibility seriously, has won them the loyalty and admiration of many consumers. Common sense and research evidence has found that brand personality when it is strong and favorable strengthens the brand (Schiffman & Kanuk, 2013). Studies have discovered that a strong, positive brand personality indicates a more favorable attitude toward a brand, preference for it, high purchase intentions, and brand loyalty, and is also a way for consumers to distinguish among competing brands (Schiffman & Kanuk, 2013). The color that would describe Starbucks is green. Green promotes security, naturalness, a relaxed and easy going atmosphere, as well as living things (Schiffman & Kanuk, 2013). As a business, Starbucks provide their customers a relaxed environment that they can come to and socialize, drink coffee and eat pastries or other food products as well as work in relative comfort on their mobile devices. Consumers can be themselves, network with others and receive the great service provided using products that are environmentally friendly. The working environment is also good in their promotions, which is another description to the color green.

Using all three design methods for marketing to consumers, Starbucks would be able to gain insight on their target market. The exploratory method can be used to gain clarity on why a certain method may not have worked in their advertisements by questioning consumers through focus groups or depth interviews about their preferences and ideas on new marketing strategies of the product. Descriptive research methods would help to specify what products certain markets use the most of as well as the size of that particular population and indications of future demand there as well. Causal research would enable experimentation of single markets, the relationship between certain products and how they apply to certain consumers. Using color and brand personification with their marketing strategy to attract consumers can be incorporated in all three design methods to get an idea of how consumers would relate to the services and products provided. Consumers all have different personality and traits. Using different methods in advertisements to their different market segments would be a confirmation to consumers how these products are relatable to them and their needs, promoting the purchasing of the products.

References
Quick MBA (1999-2010). Marketing: Marketing Research. Retrieved from, http://www.quickmba.com/marketing/research/
Schiffman L.G. & Kanuk L. L. (2013). Consumer Behavior, (10th ed.). Pearson Learning Solutions, VitalBook file.
Starbucks.com (2013). About Us. Retrieved from, http://www.starbucks.com/about-us/company-information/mission-statement