$15$:$4221$

$57\%$

Buying Process for Starbucks VIA$\_$Chapter $5$

In June $2010,$ Starbucks added a new product to its portfolio: the Starbucks VIA ${?}^{TM}$ Ready Brew Iced Coffee. The offering combines the Ready Brew Instant Coffee with a bit of pure cane sugar that when mixed with ice cold water provides consumers a refreshing cup of coffee. Starbucks VIA ${?}^{TM}$ Ready Brew Iced Coffee is available in the U$.$S$.$ in an $8-$pack for $$7\mathrm{.}99."$ And as of March $2011,$ Starbucks announced that VIA Ready Brew had reached $$200$ million in sales with its dozen products in its line. ${?}^2$

In July $2012,$ Starbucks launched Starbucks Refreshers ${?}^{TM}$ beverages that are made with green coffee extract and fresh fruit "for a boost of natural energy" to attempt an entry in the $$8$ billion energy drink market. Starbucks Refreshers ${?}^{TM}$ are sold in stores $($ $$2\mathrm{.}75$ for a Tall cup, $$3\mathrm{.}25$ Grande, $$3\mathrm{.}75$ Venti and $$4\mathrm{.}25$ for the Trenta$)$ and as anstant Starbucks VIA Refreshers ${?}^{TM}$ in: Cool Lime, Valencia Orange, Very Berry Hibiscus, and Strawberry Lemonade. The latter are sold in $6-$packet $16oz.$ servings for $$5\mathrm{.}99$ in stores and online. Starbucks Refreshers ${?}^{TM}$ beverages are also sold in cans for $$1\mathrm{.}99$ in retail stores." ${?}_3$

Question $1$: What triggers the decision to buy a cup of coffee?

Question $2$: How do you seek information about the purchase of a cup of coffee, knowing that coffee is a commodity?

Question $3$: What evaluative criteria do you use when deciding to purchase a particular coffee brand?

Question $4$: What is your consideration set of coffee brands?

Question $5$: When and where do you buy a cup of coffee?

Question $6$: With respect to the purchase of your last cup of coffee, did you experience any cognitive dissonance? If dissatisfied, what was deficient? Did you tell anyone? Will you go back? What marketing activities could be undertaken to reduce this?