Assignment First

美国论文怎么写:星巴克消费者行为的理论框架

每个公司在产品初始阶段都有一个明确的目标消费者基础。以星巴克为例,它是作为咖啡饮料卖给忙碌的人们的。它通常是针对年轻人和社区的劳动人民。他们只是没有时间,需要以有竞争力的价格获得高质量的产品。在这个分析中,星巴克品牌的不同部分已经用消费者行为的理论框架进行了解释。

美国论文怎么写:星巴克消费者行为的理论框架

消费者行为的四种类型是多样性、复杂性、习惯性和失谐减少。习惯性购买者是指在习惯的基础上以消费者的产品为目标的购买者。这是星巴克25 – 40岁的消费群体。从各个方面来看,星巴克的主要目标市场是年龄在25到40岁之间的男性和女性。星巴克的吸引力在于它的顾客年龄群是时尚的,对生活有现代的看法。消费者是收入较高的城市人,具有职业生涯(Dorn, Messner and Wanke, 2016)。他们也是对社会福利感兴趣的群体。习惯性的购买者通常是在寻找价格、便利和品牌形象。公司试图通过手机app的使用来迎合产品的便利性,公司的品牌形象已经建立。对专业人士来说,每天喝咖啡的成本不会那么高。

美国论文怎么写:星巴克消费者行为的理论框架

Every company has a clear target consumer base that they define during inception of the product. In the case of Starbucks, it is sold as a coffee drink to the busy people. It is typically targeted to the young adults and the working people in the community. They are the group that simply do not have the time and need to have quality products at competitive pricing. In this analysis, the different segments of the Starbucks brand have been explained with the theoretical framework about consumer behaviour.

美国论文怎么写:星巴克消费者行为的理论框架

The four kinds of consumer behaviour are variety, complex, habitual and dissonance reduction. The habitual buyers are the buyer who targets the consumer’s products based out of habit. This is the consumer base between 25 and 40 for Starbucks. Across the spectrum, the primary target market for Starbucks is men and women who are aged between 25 and 40. The appeal of the Starbucks is through the consumer age group who are hip and have a contemporary view on life. The consumers are urbanites with higher income and have professional careers (Dorn, Messner and Wänke, 2016). They also are the group who are interested in social welfare. The habitual buyers are typically looking for price, convenience and brand image. The company tries to cater to the convenience of the products by the use of mobile app and the brand image has already been established for the company. For the professional the coffee per day would not cost as much.