This document discusses how Starbucks uses descriptions of specialty drinks to increase sales. It argues that descriptive write-ups are informative and motivating for customers, inviting them to have a special experience. The descriptions appeal to different types of consumers by highlighting choices, new drinks, non-coffee options, and nutritional facts. This approach communicates with customers about products in a way that influences their perception, learning, and motivation according to consumer behavior principles. In conclusion, descriptive drink information is an effective way to increase sales.

1. 2012
Consumer Behavior
STARBUCKS CASE STUDY (Q.5a)
Group Members:
Mohammad Mahdi Mesbahi GM04701
Masoud Moghadas GM04443
Mark Liew Han Loong GM04130

2. Review the Starbucks Web site at
http://www.starbucks.com
Do you think the descriptions of
specialty drinks increases sales?
Why?

3. Fun description is half of the fun

4. Customization,
for those who
want to feel
special…
Featured
drinks(INNOVATION) –
for the adventurous
consumers, New, new!!
Choice, choice, c Non Coffee
hoice, Different Drinks, Drinks
strokes for for Kids…
different folks!

5. Visual depiction and Nutritional facts – for
descriptive write out consumers who are
calorie conscious

6. Consumer Behavior
• Perception
• Learning
• Communication
• Motivation

8. Conclusion
• New or special products
should always communicate
with customer to inform and
motivate them.
• We think description of special
drink increases sale because it
is informative invitation for a
special experience .

9. Thank You

10. Present like Professionals
Created by:
Mahdi Mesbahi
mahdi.mesbahi@gmail.com