Short answer
Designers and marketers should collaborate to ensure that product offerings, pricing, and the physical/digital environment of a brand consistently reinforce a positive customer experience that drives purchasing.
- Field
- Innovation & Markets
- Source
- Ekonomi Keuangan Investasi dan Syariah (EKUITAS) (2022)
- Method
- Quantitative research using multiple regression analysis.
- Sample
- 180 participants
- Evidence
- Strong effect
Consumers are more likely to purchase Starbucks products when they perceive the price as reasonable, the product offerings are diverse, and the store environment is appealing. This innovation & markets research insight is drawn from a 2022 study published in Ekonomi Keuangan Investasi dan Syariah (EKUITAS). Using Quantitative research using multiple regression analysis. with 180 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Designers and marketers should collaborate to ensure that product offerings, pricing, and the physical/digital environment of a brand consistently reinforce a positive customer experience that drives purchasing.
Positive Price Perception, Product Variety, and Store Ambiance Drive Starbucks Purchase Decisions
Consumers are more likely to purchase Starbucks products when they perceive the price as reasonable, the product offerings are diverse, and the store environment is appealing.
Ekonomi Keuangan Investasi dan Syariah (EKUITAS) · 2022
Key Findings
- 01Price perception has a significant positive effect on purchase decisions.
- 02Product diversity has a significant positive effect on purchase decisions.
- 03Store atmosphere has a significant positive effect on purchase decisions.
- 04Price perception, store atmosphere, and product diversity collectively have a significant positive effect on purchase decisions.
Application
Design takeaway
Designers and marketers should collaborate to ensure that product offerings, pricing, and the physical/digital environment of a brand consistently reinforce a positive customer experience that drives purchasing.
How to apply
When developing a new product or service, consider how its perceived price, the variety of options available, and the overall user experience contribute to the likelihood of a purchase.
Project actions
- 01When researching a product, consider how its price, features, and the environment it's sold in might affect people's decisions.
- 02Think about how to measure 'good price,' 'lots of choices,' and 'nice place' for your specific design project.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Uses a quantitative approach to establish statistical relationships.
- +Investigates multiple influential factors simultaneously.
Limitations
The findings might not apply to all types of products or services, or to different cultural contexts. The study relies on self-reported data, which can be subject to bias.
Reliability & validity
The study tested the validity and reliability of its online questionnaires, which is a strength. However, the reliance on self-reported data might affect the ecological validity.
Think critically
How might the relative importance of price perception, product diversity, and store atmosphere change depending on the product category or the target demographic?
Design Principles
"A holistic approach to product and brand experience, encompassing perceived value, variety, and environmental appeal, is essential for influencing consumer choice."
Understanding these key drivers allows businesses to strategically position their products and brand. By optimizing pricing strategies, curating a compelling product range, and designing an inviting store atmosphere, companies can significantly influence consumer purchasing behavior and market share.
What This Means for Your Design
People buy more of something if they think it's a good price, there are lots of choices, and the place where they buy it is nice.
How to use in your project
- 1.Use this research to justify investigating how price, variety, and atmosphere affect purchase decisions in your own design project, especially if you are designing a product or service in a competitive market.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that consumer purchasing decisions are significantly influenced by a combination of factors, including price perception, product diversity, and store atmosphere. For instance, a study on Starbucks Coffee found that positive perceptions in these areas led to increased purchase decisions, suggesting that a holistic approach to product and brand experience is crucial for market success.
Source
Ekonomi Keuangan Investasi dan Syariah (EKUITAS)
Pengaruh Price Perception, Store Atmosphere dan Product Diversity terhadap Purchase Decision Produk Starbucks Coffee
journal · 2022
View sourceRelated studies
Questions About This Research
- What does the research say about positive price perception, product variety, and store ambiance drive starbucks purchase decisions?
- Designers and marketers should collaborate to ensure that product offerings, pricing, and the physical/digital environment of a brand consistently reinforce a positive customer experience that drives purchasing. Evidence: Ekonomi Keuangan Investasi dan Syariah (EKUITAS) (2022).
- Why does "Positive Price Perception, Product Variety, and Store Ambiance Drive Starbucks Purchase Decisions" matter for design?
- Understanding these key drivers allows businesses to strategically position their products and brand. By optimizing pricing strategies, curating a compelling product range, and designing an inviting store atmosphere, companies can significantly influence consumer purchasing behavior and market share.
- How can designers apply this research?
- Designers and marketers should collaborate to ensure that product offerings, pricing, and the physical/digital environment of a brand consistently reinforce a positive customer experience that drives purchasing.
- What were the main findings?
- Price perception has a significant positive effect on purchase decisions.. Product diversity has a significant positive effect on purchase decisions.. Store atmosphere has a significant positive effect on purchase decisions.. Price perception, store atmosphere, and product diversity collectively have a significant positive effect on purchase decisions.
- What research method was used?
- Quantitative research using multiple regression analysis. with 180 participants.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2022 journal from Ekonomi Keuangan Investasi dan Syariah (EKUITAS).
- What should I do differently in my next project?
- When developing a new product or service, consider how its perceived price, the variety of options available, and the overall user experience contribute to the likelihood of a purchase.
- What are the limitations?
- The study was conducted in a specific geographic location (Yogyakarta) and focused on a single brand (Starbucks), which may limit the generalizability of the findings to other markets or brands.