Why are customers

spending time at
Starbucks?
Sociological Research and Analysis
Project
Minnie, Mhee, and Sing
 Starbucks
- An American coffee company and
coffee house chain
- Was founded in Seattle, Washington
1971
- Serve handcrafted hot and cold
beverages, including pastries and
sandwiches
- 23,768 branches worldwide
 Starbucks Logo
-It is based on an old 16th century
Norse woodcut: a two tailed mermaid
known as SIREN
-Meaning- history of its home city,
Seattle (a port city)
 O Starbucks is using the lure of
female sexuality to draw
customers attentions
to the coffee

since
2011
1971
198
7 1992
 Store Design
O Welcoming and inviting tone
O The stores are designed to reflect
the local culture and unique
character of the neighborhoods
environment
O But, however, still remains the
concept of worn wood, stained
concrete, metal stools, and factory-
inspired lighting
 Selected Study Area and
Target Groups
- We decided to do our survey at Siam
and The Crystal SB Ratchaphruk in
order to get opinions from both the
urbans and suburbs
- Our target groups were teenagers,
employers and foreigners
- Age was also various, ranking from
15 to 45.
 Our Hypothesis
Provide you lifestyle
choices

Relaxing convenience
ambience of
the store

Note: all the presented data will be shown in

percentage
Why Do You Choose Starbucks?
Because of Because of
the ambience the service
of the store 13%
20%

Because of 67%
the products
Purpose Of
Coming
33%

40%

27%
 How Often?
40
33

13
7 7
 Who Are You Coming
With?
Alone
Friends
Family 13
13% %
59%
13%

Coworker
s
 Starbucks
46% Price
- Starbucks
41% price is
13% slightly
expensive,
but still
affordable
- Middle-high
 Starbucks Service
O Starbucks
tends to
have a very
high and
46% 54% qualified
customer
service

Excellent
Good
 Do You Also Enter Other
Coffee Shops Besides
Starbucks? How Is It
-
Different?
Mostly yes
- The chosen coffee shop will be
according to the certain activity and
location
O However, they rather prefer
Starbucks
O Customers know what they are
getting
O Atmosphere at Starbucks tend to be
more friendly and welcoming
O Staffs have a higher service mind;
always greet warmly and politely
Have You Ever Had Any Bad
Experiences with Starbucks?
- One interviewee once received an
apology card from Starbucks after he
complained about the taste of the
coffee that was different that usual.
 Data Summarize
O Why Starbucks? 59% because of
the products
O Purpose of coming? 40% studying
O How often? 40% every 2-3 days
O Who are you coming with? 59%
friends
O Price? 46% moderate
O Service? 54% excellent
 Analysis
The product
itself

High
and Ambience
qualifie of the
d store
custome
 The Product Itself
O Coffee- the most important selling
point
O Great, daily brewed coffee
O Starbucks taste is standard. You
know exactly what you are getting
Ambience Of The Store
O A great Third Place regardless
coffee
O Customers mostly come with friends
for multi purposes; studying,relaxing,
meeting
O Comfortable and cozy atmosphere
High and Qualified Customer
Service
O Starbucks is well known for their
professional and efficient services.
O The interviewees all said that they
are wholly pleased and satisfied with
Starbucks service
 Conclusion
O Due to its great coffee in comfortable
surrounding served by an attentive
staff ,there is no wonder why
Starbucks becomes one of the most
successful coffee shop in the World