Tagged by: Differentiation

Buyer Psychology and Customer Value: Why People Buy Starbucks coffee?

How Starbucks Differentiated in a Commodity Market

Hint: it is probably not because of the quality of the coffee.

This post was inspired by a question on Quora that asked if Starbucks coffee was really superior and how the company made it addictive. What i found very interesting about this question is that the quality of the coffee is not really that important. There are other psychological and emotional reasons why Starbucks is so successful worldwide.

After all, contrary to what most people believe, we all make purchase decisions emotionally and then (sometimes) justify them rationally. This is true in B2B and B2C, it is true for $1 or for $1 Billion purchases. And it is critical for all marketers to understand.

Hint: it is probably not because of the quality of the coffee. This post was inspired by a question on Quora that asked...

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