The Tata Starbucks Java Chip Frappuccino is a premium product that is
targeted towards the urban, educated Indian consumer. The moment a first timer
walks into a Tata Starbucks store, she is sure to be mesmerized by the
ambience. The aroma of freshly brewed coffee along with a pleasant staff are
the key differentiators of any Starbucks outlet.
Let us take a look at the factors that govern consumer behaviour.
Social factors: For the last one year, the consumers'
activity of having visited a Starbucks outlet has been associated with an
achievement of sorts. Starbucks is an aspirational brand and consumers love to
flaunt their achievements amongst family and friends. This can be explained by
the roaring success of hashtags such #PumpkinSpice that accompanied the
seasonal drink. Consumers' need to gratify this urge for social belongingness
can be linked to their consumption habits.
Cultural Factors: India's youth are adopting the coffee culture
with open arms. The 25+ SEC A TG that Starbucks is targeting has a high
disposable income at its perusal. Combined with the freedom to socialize over a
glass of Java Chip Frappuccino, an outing to a Tata Starbucks outlet serves as
a perfect recipe for success.
Personal Factors: Not all Indians are
coffee lovers. Hence the decision to purchase a Java Chip Frappuccino is
governed, to some extent, by personal factors as well. It is for this reason that Starbucks is always tweaking
and expanding its food and beverage menu to adapt to local palates. The special
menu that has been rolled out in stores across India has been welcomed with
open arms by consumers.
