Starbucks is more than Coffee: A Case Study of Starbucks Enhanced Brand Loyalty

Le résumé fourni par la source

Starbucks is more than just a coffee; it is the brand that provides an experience not just to stimulate our brain cells but to also rejuvenate our hearts and soul. The brand ensures that the aroma of freshly ground coffee beans is potent enough to elicit a sensory reaction from its customers. The pleasant lighting and the green and yellow store interiors create visuals that are a sight to sore eyes. The ‘sound of Starbucks’ is the soothing music; that ears will fall for. The texture and comfort of the armchairs offered in every Starbucks store mixed with the pleasant environment are highly tranquilizing. The store even stopped serving breakfast with eggs and cheese sandwiches because that would alter the smell of fresh coffee. Starbucks uses a sensory marketing model to give customers the authentic Starbucks experience that shapes up customers’ emotions and memories and builds everlasting personal relationships with them. The purpose of this research paper is to examine the relationship between Sensory Marketing strategy and psychological tricks the brand uses to attract customers. Surprisingly, many other covert psychological factors shape the success of the brand. These factors are, however, latent and are being performed by the customers naively without realizing that the brand is compelling them to demonstrate specific buying behavior. Decoy Effect, FOMO (Fear of Missing out), Cheerleader effect or Combo, Cashless effect i.e., Menu without Dollar Sign, Charm Pricing, and Endowment Effect are some of the major Psychological Tricks that Starbucks Uses to Market “Their Coffee Brand” and do a thriving business. The market landscape has no longer confined itself to the same pack of marketing strategies adopted by companies it requires continuous innovation to withstand today’s competitive world. Companies are spending billions of dollars to understand the psychology and behaviour of their customers. Marketing in the current times is perceived through senses and psychology which are way beyond other conventional tools. The study will use structure equational modelling to investigate the relationship between sensory marketing strategy constructs and the concept of brand psychological tricks based on data collected from 422 Starbuck customers across UAE, India, UK, Oman, Australia, and Malaysia. The findings will offer additional insights into the food and beverages business managers have the right kind of strategy which is most impactful for their business. The multi-sensory brand experience and the concept of psychological marketing tricks can be well understood. This research opens opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing, and positioning a brand as an image in the human mind. This research opens opportunities for managers to identify emotional/psychological linkages in differentiating, distinguishing, and positioning a brand as an image in the human mind.

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