Heart of Starbucks

1. On average, how often do you go to a Starbucks?
		Response Percent	Response Count
Hourly		0.0%	0
Daily		12.3%	49
Weekly		30.5%	122
Monthly		23.3%	93
Annually		1.8%	7
Sporadically		28.8%	115
Never		3.5%	14
Other comments:			67
	answered question		400
	skipped question		2

2. In general, how do you feel about Starbucks today?
		Response Percent	Response Count
Love it		10.3%	41
Like it		42.3%	168
Neutral about it		39.0%	155
Hate it		6.5%	26
Don't know		1.8%	7
Other comments:			74
	answered question		397
	skipped question		5

3. In general, how did you feel about Starbucks five years ago?
		Response Percent	Response Count
Loved it		32.6%	130
Liked it		38.1%	152
Neutral about it		22.8%	91
Hated it		5.3%	21
Don't know		1.3%	5
Other comments:			39
	answered question		399
	skipped question		3

4. What do you like BEST about the Starbucks experience? (pick all that apply) ਀ഊ
		Response Percent	Response Count
The coffee		43.1%	171
Specialty drinks		37.5%	149
Prepared foods (sandwiches, salads, etc.)		6.8%	27
Pastries		8.6%	34
Customer Service		26.7%	106
Ambiance		36.5%	145
Sense of community/camaraderie		16.1%	64
Convenience		39.5%	157
Price/Value		0.8%	3
Image/aesthetics		23.9%	95
Absolutely nothing		6.8%	27
Other comments:			78
	answered question		397
	skipped question		5

5. What do you like LEAST about the Starbucks experience? (pick all that apply)
		Response Percent	Response Count
The coffee		18.2%	70
Specialty drinks		9.9%	38
Prepared foods (sandwiches, salads, etc)		22.4%	86
Pastries		14.3%	55
Customer Service		10.9%	42
Ambiance		9.4%	36
Sense of community/camaraderie		8.3%	32
Convenience		3.6%	14
Price/Value		62.2%	239
The image/aesthetics		8.1%	31
Absolutely nothing		7.0%	27
Other comments:			70
	answered question		384
	skipped question		18

6. How many Starbucks are there in your neighborhood?
		Response Percent	Response Count
One		25.8%	93
Two		30.0%	108
Three		25.0%	90
Four		11.4%	41
Five		7.8%	28
Other:			61
	answered question		360
	skipped question		42

7. Is the number of Starbucks in your neighborhood:
		Response Percent	Response Count
Too many		23.4%	92
Too few		8.7%	34
About right		62.1%	244
Don't know		5.9%	23
Other comments:			42
	answered question		393
	skipped question		9

8. Would you be upset if Starbucks closed a store in your neighborhood?
		Response Percent	Response Count
Yes		26.9%	105
No		55.5%	217
Maybe a little		17.6%	69
Why or why not?			109
	answered question		391
	skipped question		11

9. What's your favorite Starbucks alternative?
		Response Percent	Response Count
Dunkin Donuts		15.2%	57
Tim Hortons		1.6%	6
Krispy Kreme		1.1%	4
McDonald's		4.8%	18
Burger King		0.3%	1
Wendy's		0.0%	0
Intelligentsia		1.9%	7
Local coffee shop		34.4%	129
Local/regional coffee chain		18.9%	71
Homemade		21.6%	81
Other:			84
	answered question		375
	skipped question		27

10. Where did Starbucks lose its relevance for you (if at all)?
		Response Count
		288
	answered question	288
	skipped question	114

11. What should Starbucks do to reassert its relevance (if anything)?
		Response Count
		289
	answered question	289
	skipped question	113

12. Type of company:
		Response Percent	Response Count
Agency		15.1%	57
Manufacturer		15.9%	60
Service Industry		7.2%	27
Consulting Firm		22.0%	83
Marketing Services		14.9%	56
Media		5.0%	19
Academia		1.3%	5
Not-For-Profit		2.4%	9
Retail		8.2%	31
Other (please specify)		8.0%	30
	answered question		377
	skipped question		25

13. If Manufacturer or Service industry, which Industry:
		Response Percent	Response Count
Apparel		1.7%	3
Automotive		2.3%	4
Computer/Software		5.8%	10
Consumer Electronics		1.7%	3
Financial Services		6.4%	11
Healthcare/Pharmaceutical		5.8%	10
Media/Entertainment		9.9%	17
Packaged Goods		25.0%	43
Restaurant		3.5%	6
Retail		5.8%	10
Telecomm		2.9%	5
Travel & Leisure		3.5%	6
Other (please specify)		25.6%	44
	answered question		172
	skipped question		230

14. Size of Company:
		Response Percent	Response Count
Less Than $500MM		62.0%	219
$501MM - $999MM		9.1%	32
$1B - $2B		6.2%	22
$2B-$5B		4.0%	14
$5B- $10B		5.1%	18
$10B+		13.6%	48
	answered question		353
	skipped question		49

15. Your Title:
		Response Count
		326
	answered question	326
	skipped question	76

16. Number of years in marketing: ਀ഊ ਀ഊ
		Response Percent	Response Count
More than 15		50.4%	186
Ten to 15		19.5%	72
Five to 10		17.6%	65
Fewer than 5		12.5%	46
	answered question		369
	skipped question		33

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