Buyer Behaviour and Integrated Marketing Communication-Starbucks goes Literature review

Buyer Behaviour and Integrated Marketing Communication-Starbucks goes to India - Literature review Example To 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, marketing habits etc. India is the largest democracy and has the 'distinction' of having population levels second only to China. Present youth profile gives a clear 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 far as an increase in coffee consumption is concerned. Earlier a coffee house's customer was limited to individuals who worked daytime hours, but no more, now we have the nightlife as well in coffee houses, religiously followed by the neo-rich group of professionals who work a night-time shift. Need for a venue to socialize with others of their age who share their interests comes in handy for a coffee house. Â  Besides the youth, other working class and couples can also be a target market for Starbucks in India. There are competitors like Barista, Cafe 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 reckon 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 think of having a tie-up with some other established brands like Pepsi, Coke etc. for the presence of their products within its premises. Company-operated retail stores accounted for approximately 84% of net revenues during fiscal 2004.