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All Journal Asia Pacific Journal of Management and Education
Binti Abdullah, Shamin Athirah
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Education Languange, Linguistic, Communication & Media Other

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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 | Full PDF (198.802 KB) | 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 Crasto, Sheryl George En, Tan Shiaw Ganatra, Varsha Jain, Arun Kumar Kee, Daisy Mui Hung Kian, Khor Wee Nair, Rajesh Kumar Sinha, Rupesh Valecha, Pallavi M Zaidi, Siti Nuraliah Ninti