In this report we carefully analyze the way in which related companies implement their marketing strategies towards the atmospherics and environment of their locations.

1.
Group
9
Jezzebell
Vinuela
Maria Haggen
Jezzebell Vinuela
Erick Soto
Daniel Sanchez
MAR 4503- Consumer Behavior
October 2, 2014
Project
1
(Atmospherics)

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Table of Contents
Tropical Smoothie (PCOI) ……………….…………………..………………………………2
Smoothie King ………………………….……………………………………………………..6
Jamba Juice……………………………………………………………………………………8
References…………………………………………………………………………………….11

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Tropical Smoothie (PCOI) - (Industry/ Target Market/ Atmospherics)
Companies are qualified by the industry they belong. There is a broad range of
industries such as: manufacturing, transportation, education, agriculture, Food and
Beverage, and more. During this research we will be focusing on the food and beverage
industry. This industry is a rigorous one due to its intensive sanitary regulations. It is
important to highlight that the food and beverage industry requires different permits on each
state. Here are a few required in Florida; the Catering Permit, Mobile Food Dispensing
Permit, Permanent Food Service (Seating) Permit, Permanent Food Service (Non- Seating)
Permit, Theme Park Food Court Permit, and Vending Machine Permit. It all depends on the
services provided and ultimate brand the company or restaurant would like to portray. As
part of this research we have chosen three restaurants to compare and contrast their
atmospherics and general target market. The three companies are Tropical Smoothie Café,
Smoothie King, and Jamba Juice, choosing Tropical Smoothie Café as our Primary
Company of interest (PCOI).
First of all, Tropical Smoothie Café is a restaurant franchise in the U.S. In addition to
smoothies the company is a full Cafe that offers sandwiches, wraps, salads, soups and
therefore, required to have the Permanent Food Service (Seating) Permit. The restaurant
just like any other in the state of Florida must face sanitation visits by an inspector every six
months, during this visit the inspector will make sure that all meals are properly stored with
labels stating expiration date and what each container or box contains. All employees must
have training where they are taught the importance of cleaning their hands before any
contact with meals, the reason why they must wear hats or nets, and being careful at work
stations. Restaurants may be temporarily closed if the inspection fails. An inspection may fail
if insects are found by the food area, if hats are not worn to prevent any hair or sweat from
falling into the meals while working with hot temperatures, and to an extreme when a broken
glass is mistaken by an ice and served to a customer. The food and beverage industry is
similar to health because any mistake can cause a dangerous scene.

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Second, young adults and people whose goal is to be healthy very well defines the
companies target market. This group of people wants to be fit and is looking for that
delicious meal that is also low in sugar, carbohydrates, fat, and high on protein. Based on
observation, their lifestyles tend to be relatively active and not so sedentary, and generally
consist light and healthy eating habits. The restaurant location is well thought as they are
usually by a gym or in a place where young people would generally go.
The inside of the restaurant is also very attractive to the younger crowed. The colors
are vivid and are reflected in the menu, banners, and blue shirt uniforms. The music played
specially targets young, fit, lively people by playing a variety of pop and house music just at
the right tone to also sit down and have a conversation. The employees are generally young
mainly college students or fit individuals whose goal is to look good which matches perfect to
the target market. At the end you cannot sell healthy meals and smoothies if the people
providing it are demonstrating the complete opposite. Employees are customer service
oriented and ready to serve in all ways possible many times even by helping to choose the
right wrap, salad, sandwich, or smoothie that fits the customer’s desired outcome.
In terms of the atmospherics, Tropical Smoothie is very savvy with their interior
design. Upon entering Tropical Smoothie, you feel a sense of refreshment and tranquility.
Wallpapers of bamboos, ornamental palm trees and different hues of blues and greens
surround the entire interior of the store. The first things you see when you walk into the store
and very visually striking, as though you are coming from a concrete jungle into a (tropical)
paradise. When you walk up to the ordering counter the menu is far from traditional. The
menu is lit up by a backlight and high definition photos of some of the top sellers on the
menu are portrayed on the screen. All of the employees wear light blue shirts, which gives
them a humble and friendly feel.
There are also a lot of sounds going on when being inside of Tropical Smoothie.
Mostly upon entering you hear a lot of blenders blending smoothies. Upon entering you are
greeted by the employees and they are trained to take your order with a kind smile. They
play very mellow tropical music at a moderate to low volume just below your level of

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attention. There is also low to moderate conversation, so in general it is a relatively quiet and
relaxing environment.
The smell inside of Tropical Smoothie is probably amongst the most apparent and
pleasant. Inside of tropical smoothie there are many scents of different fruits; bananas,
strawberries, kiwi, peach, etc. The smells are very refreshing and with the big photos of
smoothies on the menu it’s very difficult to walk in there and not get a smoothie. If you are
away from the area where smoothies and food is made it tends to smell very clean and crisp.
Although Tropical Smoothie has a very extensive menu of food offered, the place primarily
smells like a mixture of fruits as opposed to a mixture of food which might explain its interior
architecture where the smoothie station is usually in the front and the kitchen is either on the
side or in the back.
As stated above Tropical smoothie offers a wide array of foods. The menu has
everything from breakfast sandwiches to wraps to flatbreads and even soup. The way that
Tropical Smoothie markets itself would make you assume the food is healthy and most of
their food can be quite healthy but they also offer an array of indulgencies. The food seems
as though it is made with fresh ingredients and made at the moment. Although it is very tasty
and fresh it is actually loaded with sodium.
Last but not least there are many textures to consider in Tropical Smoothie. The walls
usually have no texture but they do give an illusion of texture and scenery with their beachy
and tropical wallpapers. They also have ornamental bamboos and plants around the store
that give the room more depth. The textures of the smoothies are very visually appealing.
The cups are thick to provide minor insulation to keep the smoothie cold for longer and the
smoothie look very rich.
As described above the comparing companies that we have chosen are Jamba Juice
and Smoothie King. Although all three companies are more or less trying to gain the
attention of the same group of people there are minor difference in each companies target
market. Tropical Smoothies target market as stated above tends to be young adults and
those who are health-conscious. This could explain why Tropical Smoothies location is

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usually somewhere central to a gym or health related entity. Jamba Juice might have the
most similar target market to Tropical Smoothie whilst Smoothie King has a bit more options
for those with serious physical goals. In general Tropical Smoothie promotes a healthy
lifestyle and through its atmospherics tries to justify that the consumer is doing a right thing
by shopping at tropical smoothie.
The perceived stimuli once it reaches our level of attention can be very
psychologically and physiologically pleasing. Because the stimuli are so refreshing and
relaxing, it eases the mind and almost validates that choosing Tropical Smoothie was a good
idea. Because of the psychological impact these stimuli have on the consumer, Tropical
Smoothie is essentially telling the consumer that they are aware they want to live a healthy
lifestyle and that they want to help consumers meet their goals through products x, y and z.
Psychologically, the consumer feels justified about their health related goals and choice of
dining. Physiologically the consumer doesn’t feel so bad about dining out because Tropical
Smoothies food isn’t so filling to where you feel extremely heavy.

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Smoothie King (Comparison Company I)
Smoothie
King
is
another
food
retailer
that
focuses
on
blended
fruit
based
drinks.
Like
Tropical
Smoothie,
Smoothie
king
also
serves
smoothies
as
well
as
some
health
foods.
Smoothie
King
provides
its
customers
with
smoothies
that
are
both
nutritional
and
tasty.
Smoothie
King
strives
to
attract
all
types
of
customers.
Although
Smoothie
king
wants
to
appeal
to
different
market
segments,
it
is
mostly
targeting
young
athletic
adults
for
its
customer
base.
These
are
young
adults
whose
goals
are
to
live
an
active
and
healthy
lifestyle.
Smoothie
king
takes
pride
in
offering
a
healthy
alternative
to
dairy
based
smoothies.
This
is
ideal
to
customers
who
are
looking
to
reduce
dairy
from
their
diets
or
simply
avoid
it
all
together.
Eliminating
dairy
from
smoothies
is
also
beneficial
for
customers
who
are
lactose
intolerant.
Smoothie
King
provides
smoothies
with
a
mixture
of
fruits,
vitamins,
and
proteins.
They
use
ingredients
that
are
in
any
athletes’
nutritional
checklist.
This
is
the
type
of
product
that
calls
out
the
attention
of
young
gym
buffs.
The
atmospherics
for
Smoothie
King
are
set
up
perfectly
to
attract
the
gym
crowds.
Smoothie
King
stores
are
usually
located
near
gyms
or
schools.
Their
location
is
convenient
for
students
coming
out
of
school
or
young
athletes
on
their
way
to
the
gym.
The
front
of
the
store
is
well
lit
with
a
warm
welcoming
appearance.
A
large,
neon
Smoothie
King
sign
with
the
store
logo
hangs
on
the
front
window.
The
sign
has
an
easy
to
read
font
that
could
be
recognized
by
even
the
youngest
customers.
The
front
window
is
tall
and
wide
providing
a
view
of
the
whole
store
from
the
outside.
Anyone
walking
by
outside
or
standing
inside
can
see
how
the
smoothies
are
being
made.
The
openness
in
the
preparation
process
gives
customers
a
sense
of
security.
The
store
offers
outside
seating
and
also
has
a
bar
inside.
Once
inside
the
store
there
is
a
giant
menu
on
the
wall
with
smoothie
names
and
their
benefits.
Customers
can
choose
a
specific
smoothie
to
fulfill
their
needs.
For
instance,
a
customer
looking
to
lose
weight
might
ask
for
a
smoothie
in
the
“Trim
Down”
section
of
the
menu.
The
colors
inside
the
store
are
very
bright
and
playful.
The
walls
are
painted
orange
and
yellow.
The
counter
tops
are
wooden
giving
the
store
an
earthy
feel.
The
colors
on
the

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wall
and
wood
finish
on
the
furnishings
create
the
sense
of
eco-­‐friendliness
in
the
store.
Smoothie
King
plays
an
energetic
pop
mix
in
the
background
of
the
store
that
goes
with
the
ambiance.
The
music
sets
a
happy,
energetic
mood
while
the
smoothies
are
being
prepared.
Once
a
smoothie
has
been
ordered
the
pick
up
section
is
in
the
back
of
the
store.
While
customers
walk
to
the
pick
up
section
there
are
a
variety
of
snacks
and
products
set
at
eye
level
along
the
way.
Smoothie
King
and
Tropical
smoothie
have
many
similarities.
For
instance,
they
both
offer
a
healthy
menu
of
smoothies
for
their
customers.
Both
companies
focus
on
making
smoothies
with
health
and
mood
benefits.
Also,
their
target
customer
falls
under
almost
the
same
demographic.
Based
on
observation,
the
only
different
between
Smoothie
King
and
Tropical
Smoothies
target
market
is
that
Smoothie
Kings
customer
tends
to
be
a
bigger
gym
buff.
With
a
wide
array
of
protein
and
vitamin
tablets
available
to
add
to
your
smoothie,
this
is
a
gym
buffs
dream
place
to
be.
But
the
atmospherics
are
quite
different.
Psychologically
the
consumer
at
smoothie
king
ends
up
feeling
very
fulfilled
and
justified
of
his
decision
to
go
here
because
he
or
she
feels
as
though
they
are
enriching
their
goals.
They
feel
a
sense
of
accomplishment
for
not
dining
anywhere
else
and
fulfilling
nutritional
needs
at
Smoothie
King.
Adding
extra
protein
or
vitamins
into
their
smoothie
helps
makes
customers
not
only
reach
their
goals
but
feel
more
accomplished
as
well.
Smoothie
King
customers
love
that
they
not
only
get
nutritional
value
in
their
smoothie
but
also
that
they
enjoy
the
flavor.
The
colors
and
lighting
are
much
duller
for
Tropical
Smoothie
than
Smoothie
King.
Tropical
Smoothie
offers
a
mellow
environment
that
customers
can
sit
and
relax
while
Smoothie
king
is
built
for
customers
on
the
go.
Tropical
Smoothie
is
set
up
like
a
restaurant
with
dinning
tables
in
the
middle
and
the
ordering
table
in
the
back.
On
the
other
hand,
in
Smoothie
King
orders
are
placed
in
the
front.
Tropical
Smoothie
accommodates
costumers
who
wish
to
stay
and
relax
but
the
sitting
space
in
Smoothie
King
isn’t
as
confortable
for
a
long
stay.
Clearly
these
two
smoothie
shops
are
built
for
two
different
approaches
to
serving
their
products.

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Jamba Juice (Comparison Company II)
Jamba Juice, just like tropical smoothie, is a restaurant retailer that provides
smoothies, healthy bowls, snacks, and breakfast. Instantly, walking through Jamba Juice’s
door you get hit with the fresh aroma of squeezed juices with a sensation of orange just over
powering it a little. You are instantly greeted by the employee’s, “Welcome to Jamba!” The
walls are freshly painted with bright colors, lime green and orange. Their main logo is a
giant swirl of different colors that include (in order from top to bottom): red, orange, yellow,
lime green, and green. Everything inside the retailer is made of glass, stainless steel, or
wood. The room is very bright, vibrant, and happy, and feels very clean. This feeling has to
do a lot with the colors the company has chosen for the inside of its stores. The whole store
has a juice bar feeling with only a long bar seating area with bar stools.
The employee’s were all wearing a uniform that included an orange shirt, with a
brown visor, and a brown apron. The color orange gives off the feeling of joy, happiness,
and tropics, while brown gives off that sense of welcoming. Those are two colors that
Jamba Juice employees shined on while there. The employees were all generally young,
friendly, and happy. Looking up at the menu board there were different categories. You
have classic smoothies, whole food nutrition smoothies, all fruit smoothies, fit ‘n fruitful
smoothies, fruit & veggie smoothies, functional smoothies, and creamy treats. Next to each
smoothie listed they had a picture of the actual smoothie.
On the wall to the left, they had a 3D frame of different posters. Some pictures
included were a young boy flexing his muscles, a woman kayaking, a Jamba Juice costume
banana running a marathon, and a man surfing. Also included were some quotes like “Peel
the vibe and dance the mango” and “eat, drink, and be berry.”
A while back ago Jamba Juice used to serve their smoothies in Styrofoam cups.
Now they are serving them in cardboard cups, which means they have moced to become
environmentally friendly. Jamba Juice does serve other things others than their famous

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bowls, juices, and smoothies. They do have home made snacks, which I saw in a glass
case next to the register, but it was pretty empty. They also sell Pop Chips, beverages, and
plastic wrapped sandwiches’. It feels like they really put all their focus into their juices and
smoothies, rather than their snacks and other items they sell.
The stimuli inside Jamba Juice are very welcoming and feel very refreshing. Walking
in there is an instant shock of happiness and freshness, as if it was a good idea for a snack.
Through the atmospherics you can really feel and smell the healthy vibe that the company
tries to portray within its stores. Jamba Juice is trying to motivate its consumers to lead a
healthier lifestyle, and that its products are there to help with that process.
Jamba Juice and Tropical Smoothie Café have a few similarities and a few
differences that are notable. While they both have almost the same target market, Jamba
Juice goes more for just the general healthy active go getter while Tropical Smoothie goes
for the typical gym goer. Tropical smoothie Café definitely has that Café feeling where you
can sit down after picking up your meal and enjoy it, like at a restaurant. Jamba Juice has
more of that juice bar feeling. A typical customer for Tropical smoothie would be a younger
adult who had just probably finished a workout, and is looking for a not too light but not too
heavy meal. A typical customer for Jamba Juice would be someone from any age range
looking for a quick and healthy snack.
I believe that Jamba Juice has a generally wide target market. While being there for
thirty minutes, all different kinds of customers had walked into the store. Jamba Juice does
not target a specific age or gender, and are mostly targeting those that wish to and do lead a
healthy life style. They just wish to better the lives of all those around. The whole motto of
Jamba Juice is to “Blend in the Good”. The whole atmospherics of the store is trying to push
you and motivate you to obtain that healthy lifestyle. They necessarily are not pushing
protein gym lifestyle, but to just treat your body better with healthier habits. How do they
want you to achieve this? By drinking their freshly squeezed fruit and vegetable products.

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Jamba Juice at one point never served food in their retailers, they initially believed their
smoothie were the center of the plate and nothing else was needed. But after the company
observing that consumers would grab smoothies at their shop and go next door to grab a
bagel, they started opening up to the idea of serving something with a “chew” factor to their
menu. This solidified their target market as the general population on the go trying to eat
something light, refreshing and healthy.

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References
"Jamba Juice." Coriolis Research, 1 Dec. 2001. Web. 2 Oct. 2014.