Abstract
The purpose of this research is to study the influence of brand equity on consumer purchase decisions at Starbucks. Specifically, we predicted the brand equity of Starbucks would definitely affect the consumer purchase decisions. We distributed survey questionnaire consisting of 4 major aspects of brand equity with purchase decision and the results collected were analysed in order to obtain a meaningful conclusion. For the implementing, we designed a conceptual framework and hypothesized the correlation among its constructs which are brand equity and purchase intention. All the hypothesis which are tested based on the brand equity and consumer purchase decisions was accepted. The results showed that brand equity has a positive influence on consumer purchase decisions.
Highlights
Starbucks is an American corporation and the largest coffee chain in the world
The four hypotheses which are the relationship between brand loyalty(H1), brand awareness(H2), perceived quality(H3) and brand association(H4) with purchase intention can be accepted from the data analysis
The results study suggested that brand association would have a greater influence on consumers purchasing decisions compared to brand awareness, perceived quality and brand loyalty
Summary
Starbucks is an American corporation and the largest coffee chain in the world. Starbucks was founded by three local businessmen, Jerry Baldwin, Zev Siegel, and Gordon Bowker. It was once known to attract around 60 million weekly visitors around the globe without cannibalising its own revenue (Michelli, 2007), their earnings decreased significantly in April-June of 2008 (York, 2010) Starbucks keeps innovating their product mix and adding product line to expand its market in food and beverage industry. Starbucks' main goal is to provide high quality coffee along with product improvement, high quality customer service and global retail expansion. Their mission is to bring inspiration and innovation spirit, one individual, one cup, and one neighbourhood at a moment. Starbucks should focus on those factors in order to improve their business
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