Applied Consumer Behaviour

Starbucks Dunkin Donuts Caffe Nero

By : Camille Alexandra G. Del Rosario Cristina Milev Duarte Parente 1

...................... 8 Status ................................. 4 Dunkin Donuts ........................................................................................................................................................................................................................................................................................... 9 4..... 5 3............................................................................................................. 9 Ethics .................. focusing on the stimuli they use (give examples) and the responses that the company is looking for........................................................... ....................... 8 Efficiency ..................................................................................................................................................... 7 Social Acceptance ......... 10 2 ............................................ 9 ABC Model of Attitudes: explain which hierarchy of effects is more suitable to your sector and brands............ 9 Self-esteem .................................................. Choose brands with different positioning and describe the differences...................................................................................................................................... 3 2. 7 Reward ............................... 7 Describe the levels of consumer involvement ........................................................................................ 6 Major motives for consumption ( Ernst Dichter ) ................................... Motivation... values and lifestyle of consumers in that sector .............................................. 7 Magic – mystery ..................................................................................................................................... 6 Maslow’s Hierarchy of needs: which level’s and explain why? .................................................................................... Describe the perceptual process used by the three companies............. 3 CaffeNero .......................................................................... 9 Forming attitudes: which theory fits better to your sector and brands ................. 3 Dunking Donuts .... Choose one sector and describe the main companies of the sector. 4 Starbucks .................. Values .............................................. ..................................................................... 7 Power masculinity .................................... 7 Which are the consumer values generated by the experience of buying this products/brands? Explain why? .................................................................................................................................... 7 Feminity ...................... 8 Excellence ... 4 Caffe Nero .................................. Describe the brand positioning of three competitors that you choose..............................................................................................................................................................................................Index 1................................................................................................................................................ 3 Starbucks brand ............ Explain the whole process ..................................................................................................................................................

It was founded in 1997 in London as the Caffe Nero Group by Gerry Ford. serving more than 3 million customers per day. pastries. the company runs more than 420 shops nationwide and has expanded its operations into locations such as Turkey and the United Arab Emirates. Describe the brand positioning of three competitors that you choose. That make this company a place to hang out. and over 150 in Turkey.000 in the United States.009 stores in 55 countries. or work besides your first place (your home) and your second place (your work). and items such as mugs and tumblers. All this can justify the care of Starbucks about the music. Choose one sector and describe the main companies of the sector. Starbucks is the largest coffeehouse company in the world. parks and libraries. It is also affordable. snacks. Dunking Donuts Dunkin Donuts focuses on “Quick Quality” that creates freshly made food and beverages that is served quickly for people who have busy lives. It is a coffee shop that positions itself as serving more choices of best-inclass menu items that will be sweet and easy for anyone. By doing so. a warm and welcoming atmosphere. Caffe Nero should be a place for a neighborhood gathering spot: feeling comfortable meeting friends. including over 11. hot and cold sandwiches and panini. over 1.1. The cafe is an allday stop for coffee and baked goods that are delicious and easy for consumers to go to whenever they need it. coffee beans. relax or work. over 700 in the United Kingdom. We chose the Coffee shop sector that primarily serves prepared coffee or other hot and cold beverages as well as light snacks such as donuts. Currently. restaurants. Starbucks. espresso -based hot drinks. with 17. CaffeNero Premium Italian coffee. The three companies that we chose are Dunkin Donuts. Choose brands with different positioning and describe the differences. Provide the customers with a coffee house atmosphere: cosy and friendly. and Café Nero. Washington. Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle. sandwiches and salads. grabbing a bite to eat or just somewhere to relax and read the paper Starbucks brand Starbucks works in the third place where you want to hang out. Good food and great personal service. relax. Starbucks sells drip brewed coffee. serving nearly 1. 3 . working on the laptop. bars. down-to-earth and a place that has no pretense. Caffè Nero is an Italian-style coffee shop chain primarily based in the UK. Starbucks has been differentiating itself not just on the quality of its coffee. other hot and cold drinks. but also on selling an experience. Dunkin Donuts is the world's leading baked goods and coffee chain. Dunkin' Donuts sells 52 varieties of donuts and more than a dozen coffee beverages as well as an array of bagels. pastries. Starbucks is competing not only with coffee shops but also with bookstores. salads. breakfast sandwiches and other baked goods.000 in Canada.5 billion cups of brewed coffee each year. the environment and even the drink names. They are also America's largest retailer of coffee-by-the-cup.

by showing the prepared products. but also and that is maybe more important is building a relationship with the customer. store. the service and the atmosphere. they consume their purchase and can have the feeling of wanting more. people have the tendency to stay longer and to buy more products after a while. This is because Dunkin Donuts uses bright colors such as orange and Pink as the design of their store outside as well as inside the store. customers will create a sense of appetite and buy more. Because of the atmosphere Caffe Nero offers: cozy and welcoming feeling. Caffe Nero When people enter the store. 4 . But with loyal customers. Every Dunkin Donut Café can be distinguished and identified even if you are miles away with just seeing the colors. means not that it will also occur in the future. Customers which are able to see and smell the coffee and the donuts will have a response of feeling hungry and thirst for a cup of coffee. The outdoor advertising using posters of Bagels. they can smell the fresh “baked” coffee. you know they will come back because they like the products. because they get hungry or thirsty. They want their café to stand out from other cafes that surround it as a response people will choose to go in their café rather than others. again. They use their trademark colors to be able to attract the eye of commuters going to work or doing errands. Dunkin Donuts Dunkin Donuts uses different Marketing stimuli.2. Even if they come only to buy a coffee. while only have an increase of sales of month. The response that the company wants after using the stimuli process is of course the increase of sales. This will again create a sense of appetite. Describe the perceptual process used by the three companies. all the products are displayed in front of the customer in order for them to visually see and make a choice. A loyal customer will always come back to the store. focusing on the stimuli they use (give examples) and the responses that the company is looking for.They have lights that are bright to be gives the feeling of excitement for people on the go and have a good experience buying. The sounds in Dunkin donuts have a very different feel because they play mostly popmusic that makes them want the customers feel that it is distinct from Starbucks and not a laid back place to sit down and stay for hours. After the customers decided what they want to buy. When there is somebody ordering a coffee. In every café there is a display of its fresh baked goods (donuts) and workers make espresso drinks face-to-face. customers can hear the coffee machine running simultaneously with the sound of the coffee machine. People who are not ordering anything but just come inside to accompany a friend or to buy a snack will have the urge to purchase a coffee. donuts and coffee is to persuade commuters to impulse buy food or beverages in Dunkin Donuts.

this siren is a muse. the attractiveness of its packaging. Green logo used from 1987-2010. Symbolism in Starbucks also plays an important role. hot bread/sandwich) Tastes (intensity and quality of the coffee) Vision (Stores layout and products design) The perceptual process goes from the sensation to perception. friendly and knowledgeable service. but also by the whole atmosphere and environment surrounding the purchase of coffee: the openness of its store space.Starbucks Market stimuli Ex. every time we see this logo we say: Starbucks! In 2011 they have even removed letters/words. as well. appealing menu boards. This company is. differentiating itself among the huge range of stimuli that people are exposed to. used from 1971–1987. since nowadays we know it only through the image. still being used as a secondary logo. the coffee business is much more than just selling coffee. caring a lot of intangible aspects besides coffee: mysticism. Starbucks is not only stimulating people’s senses. in the same way that we know the meaning of a traffic signal. carrying at least brand recognition. Redesigned logo used from 2011-present. Specifically talking about their logo. In Starbucks they try to drive costumers’ sensations not just by their products quality of smells. but a fact is that she is inside all those logos since the company creation until nowadays. tastes and vision. Interpretation is a subjective concept. the texture of the walls and the cleanliness. chocolate muffins. history and desire. It might mean more different aspects depending on the one who sees her. This will allow them to get higher chances to be considered in the perceptual selectivity stage. Smells (aroma of coffee. It depends on the individual and on time. You pass Starbucks and are attracted by the aroma of coffee and chocolate muffins. All in all. To the consumer point of view. Original brown logo. we can see that it is suffering a continuous evolution across times and is according their consume characteristics in each period for each costumer. By doing so. 5 . the quality of lighting. For Starbucks.

Motivation. Perceptual Map of Starbucks and It's Competitors (Coffee Shop Market) Customer perceptions (http://blogs. which focuses on visual and olfactory suggestions that induce hunger or thirst. Dunkin Donuts or Caffe Nero. It is an irrational behavior. the induce of hunger appear as well. values and lifestyle of consumers in that sector Maslow’s Hierarchy of needs: which level’s and explain why? The coffee branch is stated in the first level of the hierarchy. The needs are literal requirements for human survival. they just go the Starbucks.php) When customers respond to the stimuli.indews. After entering the store and the stimuli are inserted well. but we can try to control these stimuli by using them in the purchase stadium. quality time and experience fulfillment. If people on the way to work are thirsty and they want instead of water a coffee. it is a classical conditioning theory. the human body simply cannot continue to function. psychological needs. good work environment. hang out. 3. 6 . which we cannot control.The response into all this process is translated into thirst and hunger.com/marketing/starbucks_competitors. need for good time. If these requirements are not met. It just happens when it happens.

to relax and don’t think about work. tired. they also buy a muffin. It has a positive effect on cognition.Major motives for consumption ( Ernst Dichter ) Reward After a long day of work.dailymail. entertain one another or pass the time. write. 7 . People go to coffee shops to drink coffee and it does not require mental information about the product.co.html#ixzz1eRcYK3YA Feminity Women sit together and interact and talk to friends with a nice cup of coffee or tea. Magic – mystery Caffeine has potential benefits for the maintenance of proper brain functioning. Social Acceptance Coffeehouses largely serve as centers of social interaction: the coffeehouse provides social members with a place to meet. the whole group would purchase then something to eat. order a coffee or tea and just sit and talk with colleagues or friends. people are getting exhausted and. warm and creates the feeling of home. Researchers now believe each one boosts the effect of the other on brain functions such as attention span and working memory. They want to have a break. Power masculinity A cup of coffee is what millions us rely on to kick-start the day. women are tended to stay longer and can interact with each other for hours. When people are on the way to work and they feel like they are not really up. Read more:http://www. They go to a coffee house. If the place is cozy. They will also tend to purchase something more than once. talk. In order to reward themselves after a long day. whether individually or in small groups. But it’s likely that coffee lovers who do not take sugar can have the same effect by enjoying a snack with coffee. read. for example they want a cappuccino and because they all stay longer after finishing the cappuccino they go over to a smoothie or maybe even something to eat because women don’t like to eat alone. memory performance and the ability to complete complex tasks. Describe the levels of consumer involvement The Cognitive Involvement for coffee shops would not really fit as one type of consumer behavior since people are not really motivated to learn all he/she can about a product unlike for example an electronic device or a car where people would first get information and learn about the features and applications of these products. donut or cookie. They go to a coffee shop and buy a coffee.uk/health/article-1333202/Drinking-coffee-sugar-boosts-brainperformance.

Another example is people or students who go to Starbucks or café Nero to use the internet and study or read a book. Excellence At the coffee houses we mentioned in this case. they have commercials on people from different backgrounds and different jobs having a coffee and beverage from Dunkin donuts that wants to show that Dunkin Donuts should be part of the daily routine and life style of the people. The Message Response Involvement of the coffee sector can be in different ways. But because they choose quality rather than price 8 . It may have high involvement in ways such as going to a specific or particular coffee shop every morning since it is a routine for a person to grab a coffee before going to work. It is more convenient while walking to the workplace. It also shows a message than Dunkin is for people on the go or on the run Example Commercial for Dunkin Donuts: http://www. People go to Starbucks because they want to relax and have an experience unlike in Dunkin Donuts people feel like going to that café is because they know they are in a rush and they want a simple coffee and a cheap coffee. An example is for Dunkin Donuts. There is high involvement when it comes to this motivation since people go to coffee shops not only for the coffee but for what they feel about the place and the experience. for example a grocery store. Also people who go to a coffee shop because.The Product involvement in the coffee shop sector has a high product involvement in how much time. Since efficiency is also a core value for the coffee houses. One is through television commercials that want to send a message to their consumers. This is what reasons people have for going to a coffee shop and motivates them to purchase a coffee. They could also go to an other place to buy their coffee or food. thought. Which are the consumer values generated by the experience of buying this products/brands? Explain why? Efficiency The consumer doesn’t need to prepare his coffee or food at home. to stop by a coffee house and purchases his food and beverages.com/watch?v=ShWp1IbRKQE&feature=player_embedded The Ego Involvement for going to a coffee shop is the importance on a product to a consumer’s concept. all the food and beverages is at his highest quality. energy a person gives to the purchase a coffee and snack. People who are visiting these coffee houses have this in mind when do a purchase at these stores. where they also have prepared food and coffee to go. People who go to Starbucks and Café Nero is a status symbol because it is like people who buy or go there are stylish and cool.youtube. their friends want to hang out and talk in a specific café. it will not take too long before the consumer got his/her purchase.

and they rather go to Starbucks for the status then to Dunkin Donuts or Café Nero because of the lower prices. you can give your card and you will get credits on it. they don’t prefer one coffee brand over another. First of all. For example they all alert their customer to recycle the trash. People choose to go to a coffee house. the sector. The next time they will take this into consideration.Status When consumers buy something from a coffee house. without thinking too much about which brand: They can have good experiences with the brand (because the coffee and service is good) but also a bad experience (coffee is bad and the service is poor). One important reason for that is to better understand what our brands are in this sector and what for importance it makes here. When you have enough credits you can choose something from their products. Starbucks has a kind of status for a lot of people. For some consumers coffee taste everywhere the same. They all do the best possible things that benefit the planet. Coffee is a product we can buy it everywhere. cup or a gift box. . That’s why we chose for the Low-involvement Hierarchy. for example a coffee to go. Beliefs directly influence behavior. which in turn generates feelings. This hierarchy process is based on good or bad experiences. Ethics All the coffee houses are aware of the impact on the environment. Values ABC Model of Attitudes: explain which hierarchy of effects is more suitable to your sector and brands. It is a product that consumers cannot imagine to live without it anymore. so that used materials can be transformed into new products. As explained down below. 9 . For example a mug. people will always see the logo of the coffee house. Self-esteem When buying something at a Starbucks store. People buy from Starbucks not especially for the coffee or the goods purchased but more focused on collecting different items from Starbucks that gives them a sense of self esteem. when buying a coffee again. Explain the whole process We have differentiated the sector to the brands we’ve chosen. 4.

DunkinDonuts or Caffe Nero) which furthermore lead us to the beliefs of a certain brand. DunkinDonuts or Caffe Nero. they have already the knowledge about the brand. Forming attitudes: which theory fits better to your sector and brands 10 . In this Hierarchy process people choose one brand over another. for example the service that each coffee houses offer. Their feelings lead to certain behaviors (purchase a coffee rather from Starbucks. In this perspective highlights also the idea that attitudes can be strongly influenced by intangible attributed. because there is an emotional response. But when taking into consideration that they had a good experiene. where consumers do not have a specific preference for a coffee house over another.We talked about the coffee sector. Such as Starbucks. That’s why we are going to talk about the Experiential Hierarchy. and maybe in the future will choose for that specific brand.

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