Bookcover of Starbucks and its impact on the Singaporean Consumer
Booktitle:

Starbucks and its impact on the Singaporean Consumer

Starbucks & Consumer Behavior

LAP LAMBERT Academic Publishing (2016-09-14 )

Books loader

Omni badge eligible for voucher
ISBN-13:

978-3-659-93840-5

ISBN-10:
3659938408
EAN:
9783659938405
Book language:
English
Blurb/Shorttext:
With the increase in specialist coffee shops, cafes and bars in the Singapore market, there has been a strong competition between major franchise players to please the consumer’s five senses. Younger consumers are becoming increasingly affluent and thus there is a pull from increasing competition from coffee outlets. This niche group is looking for the ambience, status and lifestyle that come with a price tag. This research examines the consumer’s preference for selected specialist coffee and tea shops in Singapore. It looks the methods and explores the different forms of marketing communications that Starbucks uses to entice the consumer to purchase coffee or tea at its franchise. This study uses Starbucks as the benchmark for how other similar players in the specialist coffee and tea shops market position themselves. This study observes that the ambience and lifestyle associated with a particular brand is very important to their purchasing behavior. This study is important for us to understand how a trendsetting franchise impacts a consumers purchase.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Dawn Dorrity
Number of pages:
100
Published at:
2016-09-14
Stock:
Available
Category:
Advertisement, marketing
Price:
49.90 €
Keywords:
advertising, Coffee, communication, consumer behavior, Franchise, impact, Marketing Communications, Purchasing, Singapore, Starbucks

Books loader

Adyen::diners Adyen::jcb Adyen::discover Adyen::amex Adyen::mc Adyen::visa Adyen::cup Adyen::unionpay Adyen::paypal Paypal Wire Transfer

  0 products in the shopping cart
Edit cart
Loading frontend
LOADING