| Popis: |
The aim of the research was to identify the possible changes that might occurred on consumers’ behaviour during the recent economic recession, towards buying coffee from Starbucks and providing solutions for the improvement. Questionnaire method was chosen and 100 questionnaires were distributed. From the survey, it was identified that, consumers generally consume coffee at least once a day. The most significant groups of responses for frequency of coffee consumption represent the groups who consumer coffee once a day or twice a day. The participants are also shown to be especially sensitive to the taste of coffee in terms of factors that influence purchasing behaviour in general and in Starbucks. This suggests that the participants in the survey are satisfied with the taste of Starbucks due to the relatively equal responses towards preferring taste as a general factor for coffee consumption and for consumption of coffee at Starbucks. With regards to the effects of the economic crisis on the behaviours of the participants of the survey towards spending for food and drink, it can be seen that half of the respondents indicated that the economic crisis had an effect on their spending habits. However, in terms of the effects of the crisis on spending at Starbucks, half of the population indicated that their spending had not changed due to the attractive environment that Starbucks provides for studying and relaxing. This indicates that the consumers of Starbucks are affected by more than the coffee and view the environment as an additional service that creates value for them. This is not reflected in the response to the factors that influence coffee purchase. However, this may imply that the participants choose Starbucks due to the environment, which ultimately leads to purchasing |
