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Essay / Research Paper Abstract
This 14 page paper discusses a number of issues beginning with the typical Starbucks customer and motivation for purchasing, using Maslow's Needs theory. The writer then identifies the personality theory and the trait theory that are most applicable to Starbucks' customers as well as brand personality. The section on perception discusses attributes of Starbucks as compared to Dunkin' Donuts. Shaping consumer thinking is discussed. The paper makes recommendations regarding advertising media. Numerous other topics are discussed, each is related to marketing. 1 Table included. Bibliography lists 12 sources.
Page Count:
14 pages (~225 words per page)
File: MM12_PGntsbc9.rtf
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Unformatted sample text from the term paper:
an experience beyond that of just drinking coffee (Huynh et al., 2008). The other is described as being between 35 and 44 years old with an annual household income of
at least $60,000 (Tancer, 2008). The average customer is college-educated and lives in an urban or suburban neighborhood (Burgess, 2008; Tancer, 2008). Initially, Starbucks target market was the 9-to-5 worker
in urban and suburban America (Burgess, 2008). Maslow incorporated both deficiency needs and growth needs in his Hierarchy of Needs motivational theory. The first four levels are deficiency needs and
include physiological needs, like shelter; safety needs like psychological safety and even job security; social or belonging needs, such as the need for affiliation and acceptance; esteem needs, such as
self-respect and respect from others (Austin, 2002). The growth needs are cognitive needs and aesthetic needs moving up to self-actualization and self-transcendence. The motivation involved in purchasing Starbucks coffee
falls between Belonging and Esteem needs. Belonging needs refer to an individuals need for social interaction, the need for affiliation, the need for acceptance and the need to be part
of something. This would describe the Starbucks customer and, in fact, this is part of the "Starbucks experience" as described by the company. The customer becomes a part of the
Starbucks experience, a time to drink coffee, sit and read, listen to music, chat with others. But, it goes further. The busy customer stands in line for their coffee and
leaves, taking it to the work place. The logo on the cup is like a badge that sends the message that the person is part of the rest of the
group and even that the individual earns enough to be able to purchase this coffee instead of getting the office coffee. The motivational conflict that might arise today has
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