Consumer Behavior:

Starbucks Case Study

GROUP 4
PGP/23/098 Niharika
PGP/23/147 Kuldeep Atri
PGP/23/242 Tushar Gupta
PGP/23/378 Aritra Nandy
PGP/23/408 Prem Chandar S
PGP/23/438 Devesh Kumar
Question 1
What do customers want from Quick Service Restaurants?

• Coffee, Tea, Cookies

Morning • Grab and Go offerings (Bistro Boxes)
• On-desk Coffee delivery

• Salads, Sandwiches, Desserts, Smoothies,

Pastries
Afternoon • Pre-Ordering facility ( For socializing during
Lunch time)

• Wine and Craft beer with Snacks

Evening • Lounge Seating, Community Tables, Areas for
Larger group
Question 2:
Why are Consumers preferring Starbucks in morning time than Competitors?
Question 3:
Key Variables for QSR in different dayparts

The variables are in descending order of importance/fit

Timings Variable 1 Variable 2 Variable 3 Variable 4

Morning Queue/Waiting time Easy & Convenient Efficient packaging Food Products/
(as people will be in a transaction ways & without compromising Beverages mainly suited
rush) Faster Responses the quality of the food for breakfast/mornings
Lunch Efficient packaging Quick Delivery (as most Easy & Convenient Online orders/Pre
without compromising of them are being in a transaction ways & ordered food as to make
the quality of the food rush to work) Faster Responses it quick.
Sunset More varieties in the Big furniture’s (As Giving compliments (as Easy & Convenient
menu (Relaxed evenings is mostly for customer will tend to transaction ways &
customers have time) hangouts) repeat coming) Faster Responses
Evening A royal & rich More varieties in the Good customer service Giving compliments (as
ambience (mostly a menu (Relaxed (Quiet and an efficient family people will tend
date/family night out) customers have time) method) to repeat coming)