Volume 2 - Issue 1, January - February 2026

Consumer purchasing behaviour is critical in developing efficient marketing tactics, particularly in the highly competitive food and beverage business. Starbucks, a worldwide famous premium coffee brand, has effectively differentiated itself by providing high-quality products, a distinct retail environment, and an exceptional customer experience. The purpose of this study is to examine consumer purchasing behaviour towards Starbucks, with a focus on factors impacting purchase decisions, customer happiness, brand perception, and repeat purchasing behaviour. The study relies on both primary and secondary data. Using a structured questionnaire distributed via Google Forms, 100 Starbucks consumers from urban, semi-urban, and rural areas provided primary data. Secondary data were acquired from books, journals, research articles and online sources about consumer behaviour and marketing methods.
Data analysis and interpretation were conducted using statistical procedures such as basic percentage analysis, Rank analysis. The data show that product quality, brand image, and store atmosphere are the most important elements influencing consumer purchasing decisions at Starbucks. The conclusion emphasizes that Starbucks enjoys great brand loyalty and customer happiness, which are mostly driven by experience-based marketing rather than promotional offers. According to the report, adding low-cost combos, improving loyalty programs, and delivering region-specific products can all help to boost customer engagement and long-term growth.

Dr.Sheeba U, Ms.Mahalakshmi N L,"A Study on Consumer’s Buying Behaviour on Starbucks India at Coimbatore City" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(1200-1206) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.