Starbucks  Brand Awareness

The open-ended questionnaire focused on brand recalling so as evaluating the accessibility among customers. The results found a positive as customers were able to recall Starbucks brand in designed cues and categories such as consumption objectives, people and place. Furthermore, high brand recognition was 90% to suggest high brand awareness. Even though the Starbucks entered Vietnam market in 2013, the firm’s popularity and level of influence is higher compared to local coffee brands. Nonetheless, 70% of the participants did not recognize the firm’s logo.   This could be attributed to the fact that the company changed its logo in 2011 before entering Vietnam. Therefore, the issue in the research is whether Vietnamese customers are of Starbucks brand?

Starbucks  Brand Awareness

Starbucks Brand Image
About of 50% of the participants prefer to Starbucks store to “chat and relax with friends”. Others go to the store to enjoy coffee. These results demonstrate that Vietnamese customers search for relaxation is the main factor that attracts them to Starbucks. Additionally, whether they have to the stores or not, they viewed the relaxed atmosphere as a direct-point of sale that influences their buying decision. While enjoying coffee is majority of respondents’ preference, other considers the stores a place to get spiritual relaxation. On other hand, other see the stores as places to work and study, which suggests that Vietnamese are not conversant of Starbucks stores as places that stimulate relaxation rather as calm atmosphere and comfortable.  This implies that the stores can as well be used as places for entrainment, work and study. Nonetheless, in Vietnam Starbucks brand image is negatively affected by employees. Specifically, with committed customers they can only require quality products and experience based on employee attitude.

Starbucks  Brand Awareness

Chapter 5: Conclusion
Based on the findings, inasmuch as Starbucks enjoys a global brand name, it faces intense competition from Highlands Coffee that takes a market share of 29.9% compared to Starbucks at 11.15%. To be successful, in Vietnam market the company has to take into account it strategic planning as well as marketing strategy.  Again, the company has successful in southeast Asia specially in Philippines, Thailand, Malaysia and Indonesia, but ranked position 4 in most visited coffee shops in Vietnam (Gavin 2016). It appears that Starbucks face challenges with local Vietnamese brands that provide coffee that meet the locals. Therefore, the firm has to localize it products while keeping speciality to meet customer preferences and tastes.

Starbucks  Brand Awareness

By admin in Essays on January 28, 2020