This report is to share own customer-experience towards a service product Starbucks Coffee

Authors Avatar by joannewyy (student)

Assignment 2


This report is to share own customer-experience towards a service product – Starbucks Coffee. Ways that the particular company serviced as well as how they satisfied my needs and wants will be shared throughout this report.

Needs and Wants

Human being needs air, water, food, clothing and shelter to live. Other than these, human also have strong needs for recreation, education, and entertainment. (Kotler & Keller 2009, p.52) As a student of university, many assignments as well as group discussion have to be done. A place which have quiet ambience and wireless internet access is needed. While studying, I need food and drinks too. Therefore, school library may satisfy my needs. Normal café may reduce my thirst and hunger. Nevertheless, I want a more high-class café with speedy wireless internet service. Besides, I would love to have a cup of coffee and a piece of cake while studying. This shows that wants are shaped by our personality.

Brief History of Starbucks Coffee

Starbucks Coffee is an international coffeehouse chain company. It was established in1971. In earlier, it was a roaster and retailer of whole bean, ground coffee, tea and spices. The company started to expand it stores all around the world. Today, it has more than 17,000 stores in world. How did the company can be so successful? It did a very good effort in their marketing as well as success in buildup customer relationship.

Consumer Buying Behaviour / Decision Making Process

According to Kotler and Armstrong (2010, p.159), consumer buyer behaviour refers to the buying behaviour of final consumer – individual and households that buy goods and services for personal consumption. For instance, Starbucks Coffee had become my final choice of service to purchase for satisfied my needs and wants. However, there still have several factors that influenced individual buying behaviour.

Characteristics Affecting Consumer Buying Behaviour

Like what did mentioned just now, consumer buying behaviour is influenced strongly by several factors. They are cultural, social, personal as well as psychological characteristics. (Kotler & Armstrong, 2010)

2.1.1 Cultural Factors

Cultural defined as the learned values, perceptions, wants, and behaviour from family and other important institutions. (Kotler & Armstrong, 2010) How cultural affected my buying behaviour? Social classes are also included in this particular heading. There are different social class in Malaysia. I was grown in the middle class who not super rich nor poor family. Although Starbucks Coffee is an upscale brand coffee, I am still able to afford the price.

2.1.2 Social Factors

In addition to cultural factors, social factors for instance reference groups, family, social rules and statuses are also affect consumer buying behaviour.

Join now!

All groups that have a direct or indirect influence on our attitudes and behaviour are the reference groups. For instance, primary groups such as family, friends, neighbours, classmates; secondary groups such as religious and professional; aspirational groups such as those we would like to join. (Kotler & Keller, 2009) These groups exposed me to new behaviour and lifestyles. For instance, I had never thought that doing assignments at Starbucks Coffee but my friends recommended that there have a quiet ambience to focus on study, so I heed their recommendations.

Apart from that, online social networks also affect consumers ...

This is a preview of the whole essay