spot_img

What does the Italian market demand?


After analyzing the characteristics that Starbucks wants their consumers to view them as having, the next issue is to see whether they are shared by the Italian consumers. In order to ascertain that, we interviewed 40 people actually living in Italy and questioned them on two main points. First of all, they rated each association in order to align with their personal tastes, to what they look for when they enter in a café. The question asked was, “for each of the 7 points developed above, how important is each particular aspect to you (from 1 to 10)?”. Then, in order to understand how many and whether people were actually satisfied by Starbucks, we asked them to rate, again, for each of the 7 points, “how much are they actually satisfied by the service provided by the American company”. The objective was to find out the discrepancies between what consumers want and what Starbucks offers them; in other words, see if gaps exist to understand where Starbucks should invest in.

Looking at the table and graph, the most relevant gaps found are the ones concerning the working space and quality oriented characteristics of the cafés. The concept of “café as a working space” is considered to have a low importance (3.35). Instead, quality is given an 8.95 level of importance, with a 3.35 level of actual satisfaction.

Questo contenuto è riservato agli abbonati

Abbonati per un anno a tutti i contenuti del sito e all'edizione cartacea + digitale della rivista di geopolitica

Abbonati ora €35

Abbonati per un anno alla versione digitale della rivista di geopolitica

Abbonati ora €15

ARTICOLI CORRELATI

Investimenti esteri: un po’ di America in Italia

Innovation: the technology platform

Using the VRIN model

International competition

rivista di geopolitica, geopolitica e notizie dal mondo