STARBUCKS

Q1. What are consumers looking for in a coffee house experience?

How do they view the Starbuck’s coffeehouse experience?
How can Starbucks determine answers to these questions?

Ans Coffee consumers are progressively aware of specialty coffee. Establishing a coffee house isn’t just about the
right ambiance or serving the best coffee. It’s about creating an experience which not only reiterates a coffee
brand’s ideologies but also how the experience makes people feel good. Some other factors include:

Location: The main reason why people visit a coffee shop is the location. The location chosen to establish a coffee
shop must provide ease of access to customers, either by car or by foot. Shopping malls usually guarantee footfall
which is very important.

Cleanliness: Coffee shops should maintain high levels of hygiene. Customers like to sit down at a clean sterilized
table. Dirty tables upon arrival are a big mistake. First impressions are very important and customers study coffee
shops whilst waiting in the queue.
The displays, coffee machines, fruit machines and counter should all be clean. At all times!

Quality coffee: The first and foremost reason to visit a coffee house is to taste the excellent quality coffee and smell
of a fresh brew. This is the core feature of a coffee house and the first expectation of customers from a coffee house.
The quality of the coffee bean is why customers are willing to pay premium prices and gain a sense of value
addition.

Friendly staff: Staff members who are jolly and happy with their workplace are usually the ones that are enjoying
their jobs. No matter how developed customer’s palates, knowledge and vocabulary of tasting, or experience with
fine coffee, retailers should be cognizant of meeting customers on their terms. Hospitality should be imbibed in the
very foundation of the brand and should not be a superficial discourse which is professed.

Wi-Fi Internet: Offering customers Free Wi-Fi internet access in outlets is an added benefit. It gives customers an
extra reason to visit coffee shops.

Customer’s Experience in Starbucks?

After identifying the customer’s needs from a coffee shop, Starbucks introduced varied facilities so that customers
view the Brand’s Cafe experience extraordinarily. Customers view Starbucks as an enterprise which respects its
customers and upholds the local culture. Starbucks emphasizes on the following:
 Warm and welcoming environment makes customers feel good and builds the company’s image as a part of
community.
 Loyalty Cards and Coupons help provide customers with free Upgrades to their orders.
 The Company recently launched the Starbucks App on Android and iOS to use the app as a mobile wallet to
make purchases and earn gift vouchers.
 Starbucks provides free Wi-Fi services to all its customers for an indefinite period of time which is an added
advantage to build their image as a responsible citizen.

Tools to acquire feedback from Customers:

 Can Conduct Marketing Research Survey
 Develop Questionnaires asking specific questions about customer’s needs, requirements, and expectations.
 Can improvise on feedback acquired from Internal Governance and Employees from different geographical
locations.
 Consider distribution of free samples to customers every time a new flavor is launched and then acquire
feedback.
Q2) A Survey is to be conducted to determine the image coffee drinkers have of Starbucks & other coffee
chains. Which survey method should be used & why?
A survey Method is a structured questionnaire given to a sample of a population & designed to elicit specific
information from respondents. Respondents are asked a variety of questions regarding their behavior, intentions,
attitudes, awareness, motivations & lifestyle characteristics. This question can be asked verbally, in writing, or via
online.
Typically it’s a structured questionnaire.

Classification of survey method:

1. Telephone Interviewing: Telephone interviews can be 2 types-
a) Traditional: It involves phoning a sample of respondents & asking them a series of questions.
b) Computer Assisted: It uses a computerized questionnaire administrated to respondents over the telephone.
2. Personal Interviewing: It can be in 3 ways. They Are-
a) In Home: respondents are interviewed face to face in their homes.
b) Mall Intercept: Here respondents are intercepted while they are shopping in malls by representatives of
Starbucks.
c) Computer Assisted: The respondent sits in front of a computer & answers a questionnaire on the computer
screen by using the keyboard or mouse or touch screen.
3. Mail Methods: This is the 3rd major form of survey method. Can be conducted by 2 ways-
a) Mail Interviews: In a traditional Mail interview questionnaires are mailed to preselected potential respondents.
The respondents complete & return the questionnaire. There is no verbal or written communication between
researcher & the respondents.
b) Mail Panels: A large & nationally representative sample of households who have agreed to periodically
participate in mail questionnaires.
4. Electronic Interviewing: This method can be conducted by 2 ways-

a) E- Mail Interviews: A list of e-mail addresses is obtained. Respondents type the answers & send it back through e-
mail by using internet.
b) Internet Interviews: Here respondents are asked to go to a particular web location to complete the survey. The
survey is posted on that specific web-site.
Reason for selection of survey Methods ---
The most appropriate form of survey method should be Personal interviewing method.
The benefits are:
- This method is useful to obtain detailed information about personal feelings, perceptions and opinion
- It allows detailed questions to be asked
- It usually achieves a high response rate
- Interviewees are not influenced by others in the group
- One-to-one situation
Responses can be recorded using LIKERT SCALE.

Q4) Starbucks is thinking of introducing a new gourmet coffee with a strong aroma. Can the observation
method be used to determine the consumer reaction to this coffee prior to national introduction? If so,
which observation method should be used?
Starbucks should use personal observation method prior to national introduction. A skilled viewer records the
reactions of those customers who order and drink the new coffee brand. Consumers as humans react to extra
attention or to the presence of another person, and therefore, behave differently in a social group than they do
alone. So they will react differently on national introduction. Personal observation would best suit the purpose if it
was done unremarkable and all the reactions recorded unaltered by the observers to determine the “real” reaction.
Q5)What type of scale would be appropriate for measuring the image of starbucks? Design such a scale.
Starbucks should Use LIKERT SCALE and Customer Feedback Survey to measure the Image of the brand among
customers in the market.

LIKERT SCALE (Including Customer Feedback Survey Questionnaire)

Approximately how often do you visit Starbucks?

o Daily
o Once a Week
o 2-3 times a Week
o Once a Month
o Occasionally

I prefer the quality of the Coffee at Starbucks

o Strongly Agree
o Agree
o Neither Agree Nor Disagree
o Disagree
o Strongly Disagree

I believe the prices of the coffee Served at Starbucks is Value for Money
o Strongly Agree
o Agree
o Neither Agree Nor Disagree
o Disagree
o Strongly Disagree

I believe the types and varieties of Coffee Blends at Starbucks is better than those served at other
brands
o Strongly Agree
o Agree
o Neither Agree Nor Disagree
o Disagree
o Strongly Disagree

My preference of Sizes available at Starbucks (Coffee Servings in a Mug)

o Short
o Tall
o Grande
o Venti

Starbucks provides additional benefits for patrons and this adds on to the Customer Experience
o Strongly Agree
o Agree
o Neither Agree Nor Disagree
o Disagree
o Strongly Disagree
 NIKE
Q1. Develop Likert, Semantic Differential and Staple Scales for evaluating the durability of Nike running
shoes.
Ans:
A) LIKERT SCALE

NIKE Running Shoes are designed to be for All Weather purposes

- Strongly Disagree
- Disagree
- Neither Agree Nor Disagree
- Agree
- Strongly Agree

NIKE Running Shoes should be Medically designed using the help of physiotherapists for comfort?

- Strongly Disagree
- Disagree
- Neither Agree Nor Disagree
- Agree
- Strongly Agree

NIKE Running Shoes are durable and can be used for all terrain performance

- Strongly Disagree
- Disagree
- Neither Agree Nor Disagree
- Agree
- Strongly Agree

B) SEMANTIC DIFFERENTIAL (Bi-Polar Method)

+3 +2 +1 0 -1 -2 -3
Durable Not Durable
Good Bad
Modern Old Fashioned
Inexpensive Expensive
Comfortable Uncomfortable
Utility No Utility

C) STAPLE SCALE
-5 -4 -3 -2 -1 +1 +2 +3 +4 +5
Durability
Comfort
Value for Money
Design
Reliability
Finishing
Q2. Develop a Questionnaire for measuring the image of Nike, Reebok and Adidas.

What is your Age?

a) 15-20
b) 21-25
c) 26-30
d) 31 and above

What is your Gender?

a) Male
b) Female
c) Transgender

Which Brand do you prefer for Sports Wear and Sports Accesories?
a) Nike
b) Adidas
c) Reebok
d) Li-Ning

Which brand do you prefer for footwear?

a) Nike
b) Reebok
c) Adidas
d) Others

Which Brand has variety that suits your need?

a) Nike
b) Adidas
c) Reebok
d) Others

Which brand from the following has better pricing for the products you desire?
a) Nike
b) Adidas
c) Reebok

Of the Following, which Brand provides durable quality products according to you?
a) Nike
b) Adidas
c) Reebok

Which Brand from the following is the most easily available for purchase of products online?
a) Nike
b) Adidas
c) Reebok
 INTEL
Q. If a Survey is to be conducted to determine business’s selection criterion
for choosing PC and network communication product, which survey method
should be used and why? Design a Questionnaire.

Ans- As per the company’s need of trying to understand customer needs better and improvise on the
products offered, it is imperative to build a questionnaire that addresses KPI (Key Performance Indicators)

Questionnaire Survey

What is the Nature of your Business?

o Client Servicing Industry

o Gaming
o Computer Security Agency
o Healthcare
o Financial Service Industry
o Enterprise Software
o Artificial Industry Aggregator
o ERP Software Development Company
o Others

If Others, Please specify Which?

_________________________________________________________________________________________________________________________

What is your Workstation Model?

o Hot Desk Model

o Fixed Desk Model

What would the deciding factor to Purchase an Intel Product?

o Durability
o Technology
o ChipSet
o Speed
o Portability
o Look of the Product

Is Product Security Important?

o Yes
o No

Does Company’s Internal IT Security decide the choice of PC or Network Communication Model?

o Yes
o No
What is the Expected Life Expectancy / Durability of the Hardware depending on the Company Policy of
Change?

o 2 Years
o 3 Years
o 5 Years

How important is After Sale Service for your business?

o Extremely Important
o Somewhat Important
o Not Very Important
o Not Required

Considering that a product has been purchased, the following questionnaire shall help improve Product and
Customer Support after Sale.

Are you satisfied with the Product Purchase?

o Yes
o No

Are you facing any performance related issues with the product you purchased?

o Yes
o No

Are you satisfied with the Speed of the Processor Chip Set and the compatibility?

o Yes
o No

How is the performance of the Product?

o Good
o Average
o Bad

Will you choose to buy an Intel Product Again?

o Yes
o No

What are your suggestions and recommendations for Intel to provide you with?

__________________________________________________________________________________________________________________________

__________________________________________________________________________________________________________________________

__________________________________________________________________________________________________________________________

__________________________________________________________________________________________________________________________
 NIVEA
Q1. If a Survey is to be conducted to understand the preferences of American
Consumers for skin care products, which survey method should be used
and why?

Ans As per the requirements of knowing Consumer Behavior and Consumer

Attitude whilst not compromising on the Brand’s ideologies, an in-depth
analysis of the feedback is certainly worthy of being interpreted using the CSS Servqual Survey.
SERVQUAL is a multi-dimensional research instrument, designed to capture consumer
expectations and perceptions of a service along the five dimensions that are believed to represent
service quality.
Since the aim of Nivea is to understand Consumer Preferences for skin care products, it is advisable to
consider the use of this method to highlight the Importance of the Product along with a mechanism to
evaluate performance of the skin care products in terms of its reception.

Example:

Scale 1 – Importance of the Product Scale (1 to 5 Rating)

 Extremely Important 5
 Somewhat Important 4
 Neutral 3
 Somewhat Unimportant 2
 Strongly Unimportant 1

Scale 2 – Performance / Evaluative Scale (1 to 5 Rating)

 Excellent 5
 Very Good 4
 Neither Good nor Bad 3
 Somewhat Bad 2
 Extremely Bad 1

Nivea could also consider the use of a Descriptive Research Design Survey to reach out to more consumers
than a focus group. The more respondents a researcher has, the more credible the results because the
margin of error reduces.

Q2. Develop Likert, Semantic Differential, and Staple Scales for determining consumer’s evaluation of
foreign skin products.

A) LIKERT SCALE
Please circle the number that represents your evaluation of the following:

My Skin Care product should not have any side effects after application –
 Strongly Agree (1)
 Agree (2)
 Neither (3)
 Disagree (4)
 Strongly Disagree (5)
 My Skin Care product should be available in different fragrance variants –
 Strongly Agree (1)
 Agree (2)
 Neither (3)
 Disagree (4)
 Strongly Disagree (5)

My Skin Care product should be available in various packaging on the basis of quantity content –
 Strongly Agree (1)
 Agree (2)
 Neither (3)
 Disagree (4)
 Strongly Disagree (5)

On the basis of scale, please highlight if PH balance of the skin is important for you –

 Very Important (1)

 Important (2)
 Moderately Important (3)
 Slightly Important (4)
 Not Important (5)

B) SEMANTIC DIFFERENTIAL ( Bi-Polar Method)

+3 +2 +1 0 -1 -2 -3
Good Smell Bad Odor
Inexpensive Expensive
Gentle on Skin Rough on Skin
Improve Acne Makes Acne
Worse
Multi-Utility Season Based
Convenient Inconvenient
Packaging Packaging

C) STAPEL SCALE
-5 -4 -3 -2 -1 +1 +2 +3 +4 +5
High Quality
Ease of Use
Value for Money
Effective
After Sale
Service
Utility

ANIRBAN SENGUPTA | 18050341007 | BATCH 2018-2020 | MARKET RESEARCH