starbucks psychographic segmentation

We chose China because it is the world’s most populous country with over 1.3 billion people live there and second-largest country by land area. Starbucks believes that it is possible to increase profits, as long as the company can evaluate customer’s needs, lifestyle principles and patterns of behavior. According to Weinstein (1994), the hot drinks national market reached a value of $10.2 billion in 2012, having reduced with a Compound Annual Growth Rate (CAGR) of -2.2 in the 2005-2012 periods. All Rights Reserved. In terms of value, the hot drink industry sector was worth $10.2 billion in 2005, a decrease of 5% since 2005. Maximum similarity within each group 2. The impact of the consumer's psychographic and demographic characteristics on buyer behavior: A comparative analysis of psychographics and demographics as segmentation variables in a rail passenger market. Retrieved from http://adage.com/article/news/starbucks-launches-campaign-focused-bean-quality/244263/ Starbucks uses a combined strategy to break down their own market from others in order to sell their products more effectively. Marketing Mix Analysis Starbucks should differentiate themselves in other ways, whether giving superior value or reducing prices will only waste effort, time and emotional costs. The main segmentation criteria used by Starbucks is psychographic segmentation, targeting customers based on their lifestyle and attitudes. Starbucks Coffee Company (2011). Product Psychographic segmentation consists of dividing consumers from a market into groups based on social class, lifestyle, or personality characteristics (Mayo, 1977, p. 34). 2.1 SEGMENTATION OF CONSUMER MARKET OF STARBUCKS COFFEE. Starbucks segmentation, targeting and positioning comprise marketing decisions directed at identifying appropriate group of people among the general public as future customers for the business and targeting this segment via positioning products and … 2.1 Segmentation: Market Segmentation is a process of dividing a market into distinct groups of buyers with different needs, characteristics, or behaviour that might require separate products or marketing programs is called Market Segmentation (Kotler and Armstrong, 2006). It has to be something new and fresh. Demographic Segmentation  Starbucks„ main target market is men and women between the ages of 25-44, which accounts for almost half (49%) of its total business. This can be observed by the number of outlets within proximity in every neighbourhood. This project is being executed to address an expected growth in sales of Starbucks Company among the traditional market and also in the perspective and younger market. References Psychographic Segmentation of Starbucks The problem. Psychographic segmentation is defined as a market segmentation technique where groups are formed according to psychological traits that influence consumption habits drawn from people’s lifestyle and preferences. Academia.edu is a platform for academics to share research papers. The company will also ensure the branded coffee cups supplied are aesthetic, unique in designs, light, disposable and are environmentally friendly to avoid pollution. Additional competitors, neither of which are as dominant as Cafe Coffee Day include Cafe Mocha and Qwiky's. When targeting, Starbucks is women than men drink Starbucks coffee, there is a fairly even distribution of customers from ages 18­65, and that over 75% of customers are white. Electronic Inspiration LLC. New York: Haworth Press. Psychographic segmentation indicates that customers belong to the upper-middle class and generally have college education (Rafii, 2013). The reason why Starbucks has been able to grow so large in such a short amount of time from their beginnings as an establishment at the Pike Place Market in Seattle, WA is that they have focused their marketing efforts on their core demographics. 3 out of 5 Starbucks customers owns at least an entry-level smartphone. Starbucks is all about customer experience and is well beyond just walking in an ordering a “cup a Joe.” From a morning walk-in to the Starbucks drive-through, all the way to the morning cup of coffee in your home, Starbucks has defined a brand that has NOT confused a product with a brand. Starbucks uses demographic segmentation markets by: age, gender, income, ethnic background, and family life cycle; as well as geographic segmentation markets by: region of a country or the world, market size, market density, or climate; and psychographic segmentation, which can link with demographics. 2020. By 2014, the forecast of the market is to reach $10.7 billion, which is equal to a compound annual growth rate (CAGR) of -0.6 in the 2007-2011 periods, below the global market. Profit objective: to increase profit by 8% in the next 2 years by not competing on price. Geodemographic segmentation is similar to demographic segmentation but combines geographic information, psychographic information, and consumer especially in different countries.With its grand opening of its 500th store in the Latin America region.. 2011 - STARBUCKS NEW LOGO 12. Targeting Targeting implies choosing specific groups identified For example, they have the, 1. Initially Starbucks was based as a Socio-Economic segmentation base in consumer Markets as it has concentrated on social class particularly the business class people those who are working at the office and wanted to have a cup of coffee with a good atmosphere and facilities. 1 in 3 Starbucks customers lives in an apartment or rented home. Psychographic segmentation consumer preferences for coffee types millennials and alcohol who s drinking hong kong a psychographic consumer preferences and behaviour on. There are three groups in geographic segmentations.

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