Why do consumers purchase Starbucks?

Psychographics
• Product: enjoy taste, quality, variety
• Status: branding
• Convenience: "quick fix”
• Purpose: contributions to a company involved with community
• Comfort: welcoming environment: warm, friendly, and urban ambiance

What does Starbucks provide that is attractive to consumers?

• Variety: over 30 types of coffee blends
• Alternatives: many non-caffeinated drinks and pastries, sandwiches
• Quality: customer service and product
• Ease and speed: drive-thru and counter > Atmosphere: comfortable, non-smoking environment that caters to their target market needs
• Provides a third place between home and work

How does Starbucks keep their customers?

Competitive Advantages
• Extensive menu including specialty drinks, breakfast and lunch options
• Followed the health conscious trend by reducing caloric and fat content in products
• Offering organic, soy & rice milk, along with other organic options
• Wifi available at many of Starbucks locations
• Incorporated iTunes and CDs into their coffee shops and product line