Coffee Shop Fishbein Analysis Rebecca Mefford, Julia Petri, Charles - - PowerPoint PPT Presentation

Coffee Shop Fishbein Analysis

Rebecca Mefford, Julia Petri, Charles Pierce, and Lillyanne Sweitzer

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Introduction

• Our Team • Our Companies

Our Team

Charles Pierce

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Lillyanne Sweitzer Julia Petri Rebecca Mefford

Order of Presentation

1. Purpose and Methodology 2. Survey Results 3. Strengths and Weaknesses 4. Recommendation One 5. Recommendation Two

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The position of McCafe is fast service at a low price.

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Purpose and Methodology

• Purpose • Approach • Scenario • Attributes

Purpose Approach

The purpose of our survey is to determine consumer beliefs about Starbucks, Dunkin Donuts, and McCafe coffee shops.

• Survey using convenience sampling

○ 25 multiple choice questions ○ 2 open ended question

• Assessed consumer’s brand beliefs

and level of importance

• Gathered 93 responses, all usable

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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!

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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

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Survey Results

• Demographics • Psychographics

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Survey Results

• Weighted Brand Beliefs • Comparison of Brands

Table of Grand Means

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Table of Grand Means

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“...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.”

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“[Starbucks] doesn’t suck, it is higher quality, and has more customizable options.”

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“No one meets up at McDonalds.”

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Strengths Weaknesses

• Great customization options
• Inviting atmosphere
• Quality, fair trade coffee (Gap 0.1)
• Perceived as having a superior taste

(Gap 0.6)

• Higher price point (Gap -0.2)
• Not as many locations in comparison

to McCafe (Gap -0.1)

• Longer wait time

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Strengths Weaknesses

• Great price (Gap 0.3)
• Very quick service
• Many locations available for service

(Gap 0.1)

• McCafe puts plans into action quicker

than competitors

• Inferior taste (Gap -1.4)
• Lower quality, fair trade options (Gap
• 0.1)
• Less health conscious
• Less personal customer service

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McCafe Recommendation #1

• Changing Evaluation of Importance for Price

Why Change Price’s Importance into the Model?

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(OLD) (NEW)

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• Achievement (Trio of Needs)
• Esteem (Maslow’s Hierarchy)
• Superego (Freudian Theory)
• Cognitive Dissonance

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Theories Behind the Advertisement

McCafe Recommendation #2

• Adding Attribute of Atmosphere
• Changing Brand Belief for McCafe

Why Add Atmosphere into the Model?

“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.”

“Starbucks just creates that overall feel of being welcomed. They have a good atmosphere.”

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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.

• Affiliation (Trio of needs)
• Does not look like a McDonalds

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Theories Behind the Advertisement

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.

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In Summary...

Thank You

We open this time up for questions from the audience.

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