Buyer Behaviour and Integrated Marketing Communication-Starbucks goes Literature review

Buyer Behaviour and Integrated Marketing Communication-Starbucks goes to India - belles-lettres review ExampleTo go ahead with this task, a detailed customer profile is required depending on the targeted segments because in general, as a long term strategy, customers are segmented based on their demographics, merchandising habits etc. India is the largest democracy and has the distinction of having population levels second only to China. Present youth profile gives a egest impression that the youth of the day believes in hanging out with the friend circle after a day-long school/ college/ work. The burgeoning IT-enabled services sector, outsourcing, and the call center phenomenon is giving plenty of opportunities as well as a good amount of spare bucks to spend, to the youth of the day. Call centers have been one of the growth triggers as furthermost as an increase in coffee consumption is concerned. Earlier a coffee houses customer was particular to individuals who worked daytim e hours, but no more, now we have the nightlife as well in coffee houses, sacredly followed by the neo-rich group of professionals who work a night-time shift. Need for a venue to socialize with another(prenominal)s of their age who address their interests comes in handy for a coffee house. Besides the youth, other working class and couples can also be a target market for Starbucks in India. There are competitors like Barista, coffee shop Coffee, Cafe Mocha etc. And some of these brands do have a good international presence as well. Having well familiarized themselves with the Indian terrain and coffee habits, these brands will prove to be a force to see with. Moreover, at times, for a change, the customer in India relishes to enter a coffee house and look for beverages other than coffee and some other eatables. Therefore Starbucks needs to plan its strategy accordingly. Maybe it can figure of having a tie-up with some other established brands like Pepsi, Coke etc. for the pr esence of their products in spite of appearance its premises. Company-operated retail stores accounted for approximately 84% of net revenues during fiscal 2004.