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The effect of Starbucks Marketing Campaigns on Consumer Buying Behaviour Nair, Rajesh Kumar; Sinha, Rupesh; Crasto, Sheryl George; Kian, Khor Wee; Kee, Daisy Mui Hung; Binti Abdullah, Shamin Athirah; Zaidi, Siti Nuraliah Ninti; En, Tan Shiaw; Jain, Arun Kumar; Valecha, Pallavi M; Ganatra, Varsha
Asia Pacific Journal of Management and Education (APJME) Vol 4, No 1 (2021): March 2021
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v4i1.1052

Abstract

Starbucks is the global coffee and snack brand which is headquartered in America. Starbucks is a disciplined innovator, and good management of its innovation timeline is one of the primary reasons behind the company’s success. This is also the main reason why Starbucks has been able to improve its store sales. Excellent employee training management and excellent service attitude also attracted a lot of customers and improved customer satisfaction effectively. Over the years, Starbucks has adopted various innovative marketing campaigns globally to attract its potential customers, increasing the sales and impacting the customer buying behaviour. The aim of this research is to understand the effect and impact of Starbucks Marketing campaigns through various channels on its customers. The research will be conducted across the regions of India and Malaysia through survey and observational method.
Co-Authors A.A. Gde Satia Utama, A.A. Gde Satia Alessandrino, Finn Arumugan, Deepaa Darshanie Lim A/P Athirah, Fatin Azlan, Siti Hajar Binti Abdullah, Shamin Athirah Bokil, Saloni Chandran, Dharaniya A/P Ravi Chen, ZeXian Cheng, Min Ru Cheng, Wan En Cheng, ZiHang Chew, Wei Ping Crasto, Sheryl George Das, Abhijit Davis, Eleanor Hazel Deol, Jullia Desai, Amey Dhupad, Asha Dwi Nita Aryani Edeh, Friday Ogbu En, Tan Shiaw Eng, Wei Khee Espinoza, Miguel Córdova Espinoza, Miguel Córdova Ganatra, Varsha Gandre, Chinmay Gee, Ooi Xin Hah, Shi En Hoo, Dana Xing Yue Hung, Daisy Kee Mui Ing, Tammy Wong Shao Ingole, Tejashree Jagdale, Akash Jain, Arun Kumar Jiann, Tan Woei Jien, Chuah Wei Kaakandikar, Rishikaysh Kamble, Ashwin Ravindra Kannappan, Thirumagal A/P Kee, Daisy Mui Hung Kew, Sin Dee Kian, Khor Wee KJ, Sirisha Kumar, Navaneetha Lee, Gim Seng Lekha, Gopalam Sree Liang, Tan Yong Lim, Deborah Hong Ru Lokhande, Swapnil Digambar Malik, Anurag Martin, Garry Ming, Che Modawal, Ishaan Mulani, Rafick Muna, Rif’atul Munusamy, Shopanadevi Naik, Veena Nair, Devika Nair, Suji Nurjannah, Farhatin P.V, Ranjith Pandey, Priya Pandey, Rudresh Qi, Wong Yun Quispe, Alexandra Rahmat, Siti Nadiah Reddy, L. Sudershan Riva, Fiorella Rosmadi, Nor Asyiqin Samarth, Tejas Samuddin, Khairunraihani Mohd Sazali, Shazwanie Amat SB, Gopika Sin, Liem Gai Singh, Padmalini Singri, Prarthana Sinha, Rupesh Subramaniam, Tanuja A/P Talesara, Shruti Tan, Yee Shan Teh, Yi Ching Tenh, Ying Ying Teoh, Kok Ban Ting, Felicia Tiong, Hannah V, Yashaswini. Valecha, Pallavi M Verma, Priyanka Warrier, Uma Yi, Goi Zi Yu, Tan Pei Yue, Haoran Yuwono, Sienly Zaidi, Siti Nuraliah Ninti