Introduction
Marketing represents one of most important tasks in business due to the fact that particularly marketing means are essential for making consumers interested in a product or service and, therefore, willing to spend money on it. Getting the insight into the way consumer decides whether to buy or not to buy a product allows working out strategies, aiming at influencing consume decision-making process. For the purposes of this assignment I will discuss the application of consumer decision-making model in Starbucks marketing strategy.
Consumer decision-making model in Starbucks
According to Lamb, Hair &McDaniel (2008), consumer decision-making process includes such stages as need recognition, information search, evaluation of alternatives, purchase decision and post purchase evaluation (p.140). The main way Starbucks influences consumer –decision making process deals with values and attitudes. Values and attitudes (relatively enduring evaluation of products) can significantly simplify decision-making process as the play utilitarian and knowledge functions (Babin&Harris, 2010, p.122). Effectively using different elements of product marketing mix, Starbucks marketers manage to create and modify linkages between their target’s values (e.g., busy, but comfortable lifestyle) and their product. In other words, existence of an association between the need to get a good coffee and muffin in minds of customers is definitely simplifying consumer decision-making process, because the stage of purchasing decision is following need recognition-related stage. How Starbucks makes use of different elements of marketing mix to create the linkage under study?
Firstly, Starbucks offers wide range of products, which can satisfy diversified needs due to different sizes and tastes of products. Extra value is being created by introducing a wide range of complementary products, such as sweets and cups. Furthermore, takeaway option and quick service are specifically aimed at meeting the needs of target. Secondly, pricing is also differentiated with regard to different financial state of clients. As for promotion, it is worth once again mentioning its being aimed at making Starbucks integral part of target’s life. Thus Starbucks uses not only such usual methods of promotion as advertising and sales, but more seldom ones, such as holding Starbucks evenings and granting most loyal customers with special gift cards (Starbucks, 2013). Company cares about its reputation, dedicating significant attention to such spheres of responsibility as community service, ethical sourcing and environment. Nevertheless, despite importance of all abovementioned activities related to different elements of marketing mix, it is necessary to stress that distribution (location of Starbucks coffeehouses) definitely plays key role in influencing consumer decision-making process. All over the world Starbucks stores are located at busy places, where lots of representatives of the target can find themselves in the morning (when they are still sleepy and need coffee to be able to start working), at midday (when they may lack time to have lunch) and, finally, in the evening. Furthermore, Starbucks stores are also available at large road interchanges, as well as in shopping centers.
Conclusion
Starbucks marketing strategy is aimed at simplifying the process of consumers’ decision-making, so that they make a decision regarding purchasing Starbucks coffee and complementary goods after having recognized the need to get a coffee or related product. This goal is being pursued with the help of marketing mix tools, related to product itself, pricing options, diversified promotion and beneficial location of coffee houses.
References
Babin, B.J., Harris, E. (2010). CB2. Mason: Cengage Learning
Lamb, Ch.W., Hair, J.F., MacDaniel, C.D. (2008). Marketing. Mason: Cengage Learning
Starbucks coffee company (2013). Official website. Retrieved 25 December 2013 from http://www.starbucks.com/
