Customer Perception of Starbucks - Research Objectives, Questionnaire and Data, and Analysis

The purpose of this project is to identify customer perceptions of Starbucks. In particular, the purpose is to assess customer satisfaction with Starbucks and make recommendations to the company.

Specifically, the key research objectives of this project are:

Determining customer perceptions of Starbucks in the following areas:

1.Food and beverages

2.Atmosphere and services

Using appropriate analysis to:

1. Examine if the attributes related to the above factors differ across various demographic variables.

2. Examine if the above factors predict or drive overall “customer satisfaction”.

3. Examine if the above factors predict or drive the “likelihood of recommending” Starbucks to other people.

A research group in a Marketing Research class developed the questionnaire and collected data from 430 respondents via convenience sampling over a four week period. Data collected relate to demographics of respondents and perceptions related to food, beverages, atmosphere, and service. 

Your responsibility is to conduct appropriate comparative, associate and predictive analysis (using SPSS) covered in class to determine: a) if findings differ across demographic groups; b) if findings predict or drive overall customer satisfaction; and c) if findings predict “satisfaction with the brand” and the “likelihood of recommending” Starbucks to other people.

1. Classification/Demographic Data:

This section should include descriptive information regarding the respondents. Use appropriate information (and analysis) from the demographics section (Section 7) of the questionnaire for this. Consider presenting the information using bar graphs/ charts. Summarize the findings in a short paragraph. (In other words, there is no need to repeat all contents of the graphs and charts in words.)

2. Products Data:

1. How does Starbucks rate with respect to the FOOD AND BEVERAGES attributes?

a. Find the average rating/evaluation for ALL FOUR attributes of Starbucks products

b. Select ALL FOUR product attributes and compare these attributes with the mid-point of the scale.

2. Do perceptions product (food and beverages) attributes vary between male and female respondents and between the various income groups?

a. Pick ALL attributes and examine whether evaluation of these attributes differ between male and female customers.

b. Pick ALL attributes and examine whether evaluation of these attributes differ between the various income groups.

3. Services and Atmosphere Data:

1. How does Starbucks rate with respect to the SERVICES and ATMOSPHERE attributes?

a. Find the average rating/evaluation for ALL SIX Services and Atmosphere attributes.

b. Select ALL Services and Atmosphere attributes and compare these attributes with the mid-point of the scale.

2. Do perceptions of Services and Atmosphere attributes vary between male and female customers and between the various income groups?

a. Pick the THREE highest rated Services and Atmosphere attributes and examine whether evaluation of these attributes differ between male and female customers.

b. Pick the THREE highest rated Services and Atmosphere attributes and examine whether evaluation of these attributes differ between the various income groups.

4. Importance of Features Data:

1. How does Importance of Features rate with respect to choosing a coffee shop?

a. Find the average rating/evaluation for ALL EIGHT Importance of Features attributes.

b. Select the all EIGHT Importance of Features attributes and compare these attributes with the mid-point of the scale.

2. Do perceptions of service attributes vary between male and female customers and between the various income groups?

a. Pick the FOUR highest rated Importance of Features attributes and examine whether evaluation of these attributes differ between male and female customers.

b. Pick the FOUR highest rated Importance of Features attributes and examine whether evaluation of these attributes differ between the various income groups.

5. Regression Analysis:

1. To what extent do the Importance of Features predict respondents’ satisfaction with Starbucks?

a. Use attributes from the Importance of Features section and run a single multivariate regression analyses with overall satisfaction (“S4_Sat”) as the dependent variable.

2. To what extent do Importance of Features predict respondents’ likelihood of recommending Starbucks to other people?