Consumer Behavior Project Starbucks Perception 2 
American University of Science and Technology
Faculty of Business and Economics
Consumer Behavior
Starbucks’ Consumers’ Perception
Instructor
Dr. Jessica Antonios
Prepared by
Paul Najm – Sabah Abadan – Antoine Haikal – Christelle Abou Zeid – Elias Sahyoun – Fawzi Jaber
May 2015
Contents
Part 1: 3
Theoretical Review 3
1. Introduction – Perception (Exposure, Attention, and Interpretation) 4
2. Executive Summary 6
3. History and Growth 8
4. Mission Statement 9
5. Goals and Objectives 10
6. Logo and Slogan 11
7. Target Market 13
8. 4P’s (Product, Price, Place, and Promotion) 14
9. Competitors 18
10. Sensations, Subliminal Messages, and Semiotics 19
Part 2: 22
Practical Analysis 22
11. Survey Questionnaire 23
12. Results and Findings 28
13. Analysis 30
14. Conclusion 31
15. Recommendations 33
16. References 34
Part 1:
Theoretical Review
1. Introduction – Perception (Exposure, Attention, and Interpretation)
Perception is a three stage process that translates raw stimuli into meaning, exposure, attention, and interpretation. Exposure occurs when a stimulus comes within the range of someone’s sensory receptors, however getting a message noticed in such a short time is not easy, and so marketers try their best to use a strong stimuli that can get the audience’s attention.
On exposure, there are different theories on what consumers are able of perceiving, first the absolute threshold which refers to the minimum amount of stimulation a person can detect on any given sensory channel, so marketers have to make sure they achieve the absolute threshold or else they won’t get the consumer’s attention.
Second is the differential threshold, which refers to the ability of a sensory system to detect changes in or differences between two stimuli, the difference between two stimuli is much important to marketers because sometimes they want to ensure that consumer notice a change, as when a retailer offers merchandise on discount, this difference in price due to
Faculty of Business and Economics
Consumer Behavior
Starbucks’ Consumers’ Perception
Instructor
Dr. Jessica Antonios
Prepared by
Paul Najm – Sabah Abadan – Antoine Haikal – Christelle Abou Zeid – Elias Sahyoun – Fawzi Jaber
May 2015
Contents
Part 1: 3
Theoretical Review 3
1. Introduction – Perception (Exposure, Attention, and Interpretation) 4
2. Executive Summary 6
3. History and Growth 8
4. Mission Statement 9
5. Goals and Objectives 10
6. Logo and Slogan 11
7. Target Market 13
8. 4P’s (Product, Price, Place, and Promotion) 14
9. Competitors 18
10. Sensations, Subliminal Messages, and Semiotics 19
Part 2: 22
Practical Analysis 22
11. Survey Questionnaire 23
12. Results and Findings 28
13. Analysis 30
14. Conclusion 31
15. Recommendations 33
16. References 34
Part 1:
Theoretical Review
1. Introduction – Perception (Exposure, Attention, and Interpretation)
Perception is a three stage process that translates raw stimuli into meaning, exposure, attention, and interpretation. Exposure occurs when a stimulus comes within the range of someone’s sensory receptors, however getting a message noticed in such a short time is not easy, and so marketers try their best to use a strong stimuli that can get the audience’s attention.
On exposure, there are different theories on what consumers are able of perceiving, first the absolute threshold which refers to the minimum amount of stimulation a person can detect on any given sensory channel, so marketers have to make sure they achieve the absolute threshold or else they won’t get the consumer’s attention.
Second is the differential threshold, which refers to the ability of a sensory system to detect changes in or differences between two stimuli, the difference between two stimuli is much important to marketers because sometimes they want to ensure that consumer notice a change, as when a retailer offers merchandise on discount, this difference in price due to
References: Duncan, J. (2014). “The History of Starbucks Name and Logo”. Manager Complete. Retrieved from: http://www.managercomplete.com/blog/post/2013/10/28/The-History-of-Starbucks-Name-and-Logo.aspx Renwei, C “Starbucks Company Profile”. (January, 2015). Starbucks. Retrieved from: http://globalassets.starbucks.com/assets/4286be0614af48b6bf2e17ffcede5ab7.pdf Solomon, M