Coffee Shop Fishbein Analysis Rebecca Mefford, Julia Petri, Charles Pierce, and Lillyanne Sweitzer 6600:335 002
Introduction • Our Team • Our Companies
Our Team Charles Pierce Lillyanne Sweitzer Julia Petri Rebecca Mefford 3
Order of Presentation 1. Purpose and Methodology 2. Survey Results 3. Strengths and Weaknesses 4. Recommendation One 5. Recommendation Two 4
The position of McCafe is fast service at a low price. 5
Purpose and Methodology • Purpose • Approach • Scenario • Attributes
Purpose Approach The purpose of our survey is to determine ● Survey using convenience sampling consumer beliefs about Starbucks, Dunkin ○ 25 multiple choice questions Donuts, and McCafe coffee shops. ○ 2 open ended question ● Assessed consumer’s brand beliefs and level of importance ● Gathered 93 responses, all usable 7
Scenario You recently met a new person and would like to meet up for coffee on a Saturday afternoon to get to know each other better. It is up to you to decide the location! 8
Brand Attributes Measured 1. Taste - Consumer need for customization 2. Location - Proximity within 10 miles of consumer 3. Price - Consumer can get a medium-sized drink for $2.50 4. Fair Trade - The use of fair trade ingredients 9
Survey Results • Demographics • Psychographics
11
12
13
14
15
Survey Results • Weighted Brand Beliefs • Comparison of Brands
Table of Grand Means 18
19
20
21
Table of Grand Means 22
“...McCafe has other drinks and [is] cheaper, but there isn't as much variety, and [it isn’t a place] that most people want to sit down to talk at.” 23
“[Starbucks] doesn’t suck, it is higher quality, and has more customizable options.” 24
“No one meets up at McDonalds.” 25
Strengths Weaknesses ● Great customization options ● Higher price point (Gap -0.2) ● Inviting atmosphere ● Not as many locations in comparison ● Quality, fair trade coffee (Gap 0.1) to McCafe (Gap -0.1) ● Perceived as having a superior taste ● Longer wait time (Gap 0.6) 26
Strengths Weaknesses ● Great price (Gap 0.3) ● Inferior taste (Gap -1.4) ● Very quick service ● Lower quality, fair trade options (Gap ● Many locations available for service -0.1) (Gap 0.1) ● Less health conscious ● McCafe puts plans into action quicker ● Less personal customer service than competitors 27
McCafe Recommendation #1 • Changing Evaluation of Importance for Price
Why Change Price’s Importance into the Model? (OLD) (NEW) 29
30
Theories Behind the Advertisement ● Achievement (Trio of Needs) ● Esteem (Maslow’s Hierarchy) ● Superego (Freudian Theory) ● Cognitive Dissonance 31
McCafe Recommendation #2 • Adding Attribute of Atmosphere • Changing Brand Belief for McCafe
Why Add Atmosphere into the Model? “Starbucks just creates that overall feel of being welcomed. They have a good atmosphere.” “Starbucks is just a relaxing place to go to. I love that the one near my house has a fireplace to sit at and read.” “What made Starbucks a noteworthy place is the relaxed setting.” “Because Starbucks is a casual place where you could sit and talk to someone in a comfortable low key place.” 33
Open up stand-alone McCafe shops such as the ones found in Canada and Europe. (higher end decor, comfortable seating, exposed brick, “mood music”) Separates McCafe from McDonalds in consumer’s mind. 34
Theories Behind the Advertisement ● Affiliation (Trio of needs) ● Does not look like a McDonalds 36
In Summary... Survey scores Starbucks as best, McCafe as worst Recommendation 1: Play up McCafe’s strengths by changing evaluation of importance for price. Recommendation 2: Fix McCafe’s weakness by adding an attribute of atmosphere to the model, and changing brand beliefs for McCafe in that area. 37
Thank You We open this time up for questions from the audience. 38
Recommend
More recommend
