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CONSUMER DECISION JOURNEY OF STARBUCKS, TRIGGER TOUCHPOINT LIST, MOMENT OF…
CONSUMER DECISION JOURNEY OF STARBUCKS
TRIGGERS
STARBUCKS PROMOTING THEIR BRAND THROUGH FACEBOOK/ INSTAGRAM/ TWITTER
STARBUCKS STORE AT PRIME LOCATIONS/ HIGHWAY/ MALL
STARBUCKS MERCHANDISE
WANT TO TRY NEW VARIETIES OF COFFEES
FREE WIFI
SAW IN SOMEONE'S HAND
STARBUCKS PROMOTING THEIR BRAND THROUGH YOUTUBE ADS
ADVERTISEMNET ABOUT STARBUCKS ON NEWSPAPER/ HOARDINGS/ MAGAZINES
INFLUENCERS PROMOTING STARBUCKS BRAND ON YOUTUBE AND SOCIAL MEDIA
DIFFERENT DRINKS AVAILABLE FOR DIFFRENT SEASONS
WANT TO TRY AN INTERNATIONAL COFFEE BRAND
ORIGINAL COFFEES NOT AVAILABLE EVERYWHERE
STATUS SYMBOL
YOUR NAME WRITTEN ON COFFEE MUG
STARBUCKS CARDS
IN STORE ENTERTAINMENT (gigs)
PEER PRESSURE
COUPONS OFFERED DURING COLLGE FEST
STARBUCKS SHOWN ON FOOD DELIVERY APPS LIKE ZOMATO/ SWIGGY
DRIVE THRU (grab and go)
MAKE YOUR OWN COFFEE
STARBUCKS COFFEE CARTS NEAR COMMERCIAL COMPLEX
READY MADE STARBUCKS COFFEE BOTTLES AVAILABLE AT REATIL STORES (Nature's Basket)
INITIAL CONSIDERATION
TOP OF MIND RECALL
PROMOTIONS AND GIVEAWAYS
SERVICE AND SUGGESTIONS GIVEN BY STORE STAFF
COMPARISON OF STARBUCKS WITH OTHER BRANDS LIKE CCD
LAST YOUTUBE VIDEO OF STARBUCKS SEEN
FREE WIFI/ CHARGING SPOTS
COMAPRISON OF STARBUCK'S PRICE WITH OTHER BRANDS (CCD)
PAST EXPERIENCE
COMAPARING INGREDIENT'S QUALITY OF CCD AND STARBUCKS
CUPS AND MERCHANDISE'S ATTRACTIVE PACKAGING (merchandise available for every season)
ONLINE/OFFLINE RECOMMENDATIONS INFLUENCE THE CHOICE OF BRAND
TESTERS GIVEN OF NEW DRINKS
SUGGESTIONS SHOWN ABOUT STARBUCKS ON FOOD DELIVERY APPS LIKE ZOMATO/ SWIGGY
FREE DRINKS ON BIRTHDAY AND POINTS
CIRCULAR TABLES, HAPPY AND HELPFUL STAFF
MEALS CURATED BY FAMOUS CHEF (Sanjeev Kapur)
CAN WORK FROM THERE/ CAN STUDY THERE
STARBUCKS CATERS TO ALL TYPES OF INDIVIDUALS- HEALTH CONSIOUS
ACTIVE EVALUATION (shortlisting)
WILL BUY THE PRODUCT IF STARBUCKS STORE IS NEARBY
THE COFFEE NEEDED IS NOT AVAILABLE
WHEN IN NEW CITY DONT WANT TO TRY NEW BRANDS- CAN TRUST STARBUCKS
THE STARBUCKS STORE SHOULD BE CLEAN AND HYGEINIC
RECOMMENDATIONS MADE BY FRIENDS/ FAMILY/ STAFF
FREE DRINKS/ SPECIAL OFFER
WANT TO TRY NEW COFFEE FLAVOURS
CAN BUY THE RPODUCT EASILY WITHOUT ANY DIFFICULTIES
DOES THE PRODUCT REALLY WORTH THE PRICE
DO I REALLY NEED THE PRODUCT
THE PRODUCT CAN BE CARRIED ANYWHERE
DIFFERENT SIZES OF CUPS AVAILABLE
POST PURCHASE EXPERIENCE
TTHE QUALITY OF PACKAGING IS SATISFACTORY
JUSTIFYING THE CHOICE/ EGO
COMPARISON WITH OTHER COFFEE BRANDS (CCD)
TE PURPOSE OF BUYING THE PRODUCT IS MET
DID NOT LIKE THE TASTE OF THE PRODUCT
EXCEEDED EXPECTATION
PERCEIVED VS EXPERIENCED QUALITY/ QUANTITY OF THE PRODUCT
GOOD CUSTOMER SERVICE- SATISFIED
FURTHER RECOMMENDATION/ DISCUSSION WITH FRIENDS AND FAMILIES ABOUT THE PRODUCT
CAN RETURN THE COFFEE WHICH YOU DID NOT LIKE
DISCOURAGE OTHERS TO BUY THE PRODUCT
REGRET BUYING THE PRODUCT
MOMENT OF PURCHASE
BOUGHT THE PRODUCT
ALL TYPES OF MODES OF PAYMENT AVAILABLE- CASH/ CARDS/ WALLETS
THE PACKAGING IS STRONG AND EASY TO CARY THE RPODUCT
PRICE OF THE PRODUCT
CAN EASILY ORDER FORM APP OR STORE
THE STAFF ARE GOOD/ SERVICE IS FAST/THE ORDER IS PERFECT
BOUGHT SOME OTHER PRODUCT RATHER THAN THE MAIN PRODUCT
SUGGESTIONS GIVEN BY STAFF MEMBERS TO TRY OTHER PRODUCTS RATHER THAN COFFEES
PRICE OF OTHER PRODUCTS ARE LESS THAN THE COFFEES
OTHER PRODUCTS LOOK TEMPTING/ ATTRACTIVE
VISITED STARBUCKS TO BUY OTHER PRODUCTS/ MEALS
THE PRODUCT WANTED WAS NOT AVAILABLE SO BOUGHT SOMETHING ELSE
OTHER PRODUCTS DISPLAYED NEAR CHECKOUT OR SHELVES
WANT TO TRY FRAPUCCINO AS THEY ARE COPYRIGHTED BY STARBUCKS
BROUGHT SOMETHING OTHER THAN FOOD AND BEVERAGES LIKE BREWING EQUIPMENTS
WANT TO TRADE STARBUCKS CARDS WITH PEOPLE IN OTHER COUNTRIES
WANTED TO BUY COFFEE BUT BOUGHT SOMETHING FROM STARBUCKS SECRET MENU
DID NOT BUY THE PRODUCT
THE REAL PRICE OF THE PRODUCT IS MORE THAT EXPECTED DUE TO HIDDEN COST/ TAXES
COMPLAIN/ YELLING CAN DISCOURAGE ONE FROM BUYING THE PRODUCT
WAITING FOR BETTER PRICE/ VALUE FOR THE PRODUCT
DAMAGED GOODS/ PACKAGING
THE STAFF DID NOT BEHAVE OR RESPOND PROPERLY TO CUSTOMER
REGRESSION TO OLD/ KNOWN BRAND- SELECTS CCD OVER STARBUCKS
LOTALTY LOOP
THE OVERALL EXPERIENCE
ATTRACTIVE PACKAGING WITH DIFFERENT DESIGNS
GOT VALUE FOR THE PRICE PAID
A TRUST IS BUILD AS ASTARBUCKS IS PREFFERED OVER OTHER BRANDS (CCD)
REPURCHASE
START BUYING MORE QUANTITY OF COFFEE ( bigger size of cups)
MORE PURCHASES MADE
PURCHASES STARBUCKS MEMEBERSHIP
LOYALTY GENARATING TRIGGER
FOLLOW THE BRAND ON SOCIAL MEDIA
RECOMMENDING THE BRAND TO OTHER PEOPLE
FEEDBACK GIVEN TO THE BRAND/ STORE
POSTING ABOUT THE BRAND ON SOCIAL MEDIA
BIASED INITIAL CONSIDERATION SET
GREATER TOP OF MIND RECALL
BETTER THAN OTHER BRAND (comparing starbucks with CCD and finding it better)
OTHER LOYALTY BEHAVIOURS
DISCUSSING THE BRAND WITH OTHER PEOPLE/ RECOMMENDING
TP 102: GIFTING STARBUCKS MERCHANDISE TO OTHERS
TP 100: VALIDATION OF THE PRODUCT
TRIGGER TOUCHPOINT LIST
Coffee carts near commercial areas- TP 1: COFFEE KIOSKS
In store entertainment promoted through social media- TP 19: SOCIAL MEDIA
Zomato/ Swiggy- TP 2: FOOD DELIVEY APPS
Make your own coffee- TP 22: CUSTOMIZATION
TP 3: PEER PRESSURE
TP 21: DRIVE THRU
Promotion via Influencers- TP 6: SOCIAL MEDIA AND YOUTUBE
Name on starbucks cup- TP 4: INDIVIDUALIZATION
Display about merchandise- TP 9: ADVERTISMENT
Information about free wifi- TP 8: PRINT MEDIA ADVERTISEMNET
Authenticity of coffees- TP 5 INTERNET
Youtube ads about starbucks- TP 7: YOUTUBE
starbucks promoting through their social media page- TP 10: SOCIAL MEDIA
Store at different locations- TP 11: PHYSICAL LOCATIONS
Varieties offered by starbucks advertised- TP 12: PRINT MEDIA ADVERTISMENT
TP 13: WORD OF MOUTH
just an advertisement about presence of starbucks-TP 14: PRINT MEDIA ADVERTISEMNT
Information about seasonal drinks- TP 15: ADVERTISEMENT
Knowledge about starbucks being an international brand- TP 16: INTERNET
TP 17: STATUS SYMBOL
Starbucks cards- TP 18: DISCOUNTS
Coupons distributed during college fest- TP 20: COUPONS
Display of starbucks readymade coffees- TP 23: RETAIL STORES
MOMENT OF PURCHASE TOUCHPOINTLIST
Ease of buying- TP 55 STORE/ TECHNOLOGY
TP 56: PRICE OF THE PRODUCT
strong and easy packaging- TP 57: PACKAGING
Different modes of payment available- TP 58: EASE OF PAYMENT
Increase in expected price so delayed buying- TP 73: PRICE
The ordering process is efficient- TP 59: CUSTOMER SERVICE
TP 60: FRAPUCCINO COPYRIGHTED
Attractive display of other products- TP 61 ADVERTSIEMENT
suggestions to try other products- TP 62: RECOMMENDATION
difference of pricing of other products and coffees- TP 63: PRICE
Want to buy something else- TP 64: PURPOSE OF VISIT
Dint have the product wanted- TP 65: AVAILABILTY OF PRODUCT
A want to buy other products displayed on checkout promotion/ display- TP 66: IN STORE DISPLAY
Bought completely different product- TP 67: IN STORE
Trading of Starbucks cards- TP 68: NEW CONNECTIONS BUILT
Secret starbucks menu- TP 69: IN STORE
Resisting towards trying new brands- TP 70: LOYALTY TOWARDS OLD BRAND
Dissatisfaction with customer service- TP 71: CUSTOMER SERVICE
Decision to delay the purchase- TP 72 CONSUMER BEHAVIOUR
Complaint/ yelling from customer- TP 74: CUSTOMER SERVICE
Damaged goods- TP 75: PACKAGING
INITIAL CONSIDERATION TOUCHPOINT LIST
Can sit there all day- TP 24: IN STORE FACILITIES
Suggestions given on zomato/ swiggy- TP 40: FOOD DELIVERY APPS
Samples of new drinks given- TP 27: IN STORE
Starbucks loyalty membership- TP 26: STORE/ APP
Food items displayed and advertised- TP 25: STORE/ ADVERTISEMENT
Attractive designs of cups and merchandise- TP 28: PACKAGING
TP 29: PAST EXPERIENCE
Additional amenities like charging spots- TP 30: STORE FACILITIES
Comparing starbucks with other brands- TP 31: SMELL AND TASTE
Customer services- TP 35: IN STORE
Frequent and massive giveaways- TP 32: PROMOTIONS/ COUPONS
Want to try new brand- TP 33: ALTERNATIVE
TP 34: TOP OF MIND RECALL
YouTube video about starbucks- TP 36: YOUTUBE
Comparing price with other brands- TP 37: PRICE
Comparison of ingredient's quality- TP 38: QUALITY
Recommendations seen online/ offline- TP 39: INTERNET/ MAGAZINES
Peaceful environment of starbucks store- TP 41: STORE ENVIRONMENT
For all types of individuals- TP 42: CUTOMER SERVICE
LOYALTY LOOP TOUCHPOINT LIST
Preferring starbucks over other brands- TP 88: TRUST
innovative and eye catching designs- TP 89: PACKAGING
TP 90: VALUE FOR THE PRICE
TP 91: MEMBERSHIP
Opting for more quantity of product- TP 92: INCREASED QUANTITY
TP 93: INCREASED FREQUENCY OF PURCHASE
Feedback given to the brand- TP 94: TWO WAY COMMINICATION
Start following the brand on social media- TP 95: SOCIAL MEDIA
TP 96: RECOMMENDATION TO OTHERS
TP 100: VALIDATION
Posting about the brand on your social media account- TP 97: SOCIAL MEDIA
Start recognizing the brand easily- TP 98: GREATER TOP OF MIND RECALL
Gifting the products to other people- TP 101: PROMOTING THE PRODUCT
ACTIVE EVALUATION TOUCHPOINT LIST
Can be moved and taken anywhere- TP 43: EASY MOBILTY
Do i want to buy the product urgently- TP 53: LAST MINUTE RECALL EPISODE
Starbucks offers different types of flavors- TP 45: VARIETY
Is it worth paying the price- TP 44: PRICE
Suggestions made for which type of product to select- TP 46: RECOMMENDATIONS
Don't want to try new coffee brands- TP 47: TRUST FACTOR
Starbucks store nearby: TP 48: STORE LOCATION
The product wanted needs to be available- TP 49: EASY AVAILABILTY
The store needs to follow a hygiene norm- TP 50: HYGEINE FACTOR
Giveaways/ offers- TP 51: PROMOTIONS
TP 52: EASE OF BUYING
Can select from wide range of sizes- TP 54: FLEXIBILTY OF OFFERING
POST PURCHASE EXPERIENCE TOUCHPOINT LIST
Buyers remorse- TP 76: CONSUMER BEHAVIOUR
Recommending the product to other- TP 87: RECOMMENDATION
Discouraging other buyers- TP 77: CUSTOMER BEHAVIOUR
Easy return policy- TP 78: CUSTOMER SERVICE
Satisfaction of service provided in the store- TP 79: IN STORE SERVICE
Disliking of the coffee - TP 80: PRODUCT SATISFACTION
Comparing which brand is better- TP 81: QUALITY/ TASTE
Good packaging of the final product- TP 82: PACKAGING
TP 83: CUSTOMER SATISFACTION
The need of the product is satisfied- TP 84: CUSTOMER SATISFACTION
TP 85: EXCEEDED EXPECTATION
The expectation not fulfilled by the product- TP 86: GAP IN EXPECTATION
CONSUMER PERSONA: CHETAS MEHTA 22 YEAR OLD COLLEGE STUDENT DOING INTERNSHIPS