Ethnography of Starbucks Essay

Starbucks Corporation has been expanded greatly into international market since 1996. For instance, Starbucks entered the Tokyo, Japan’s market during 1996; United Kingdom in 1998 and in Mexico City during September 2002. Starbucks has doubled in the amount of stores it possesses since 2004, but it has consistently stayed at only a 30% international market. There are over 50 countries that consist of Starbucks which are Australia, Belgium, China, England, Germany, Malaysia, Singapore and others. It cannot be denied that Starbucks has a great base in United States but it greatly outweighs the base that it has throughout the rest of the world. So, Starbucks should expand its international market into more countries by putting more effort like

I set out to find a place to begin my observations, not knowing what to fully expect, what I may find. So I decided to look around at what is close to my home that isn’t a place I frequent or have even visited at all. Then it came to me, the Starbucks that is only about a mile away is a perfect place for me to observe subjects that I would consider different from myself, seeing as how I consider such obscene prices for coffee ridiculous. Starbucks is a very popular chain of coffee vendors that describe their product as more about quality than what Americans are used to in typical coffee joints.

I chose to do the Starbucks Ethnography over all of the other options because Starbucks currently plays a large role in the social behaviors of today’s society. It has grown significantly from when it was first founded and is currently dominating the coffee market worldwide. Starbucks has become a social and cultural phenomenon because, “...it is at once a globalized consumer institution and a local place in which the mundane daily activities of sipping coffee, writing in journals, and conversing with friends are practiced” (Dickinson 7). Since I am in the age group that Starbucks is particularly trendy with (young adults), I already have some expectations for what the results of the ethnography will be. I have also lived in Orange County for my entire life, so I had some context as to which race would be more prevalent to the Starbucks I had gone to. I wish to explore the symbolic anthropology, which, “...focuses on understanding cultures by discovering and analyzing the symbols that are most important to their members” (Nanda 35). Understanding the symbolism behind coffee and Starbucks is important since it has multiple meanings and has become deeply ingrained within our culture.

The survey questions mostly consisted of multiple choice questions, two open-ended questions, allowing written responses, and one qualitative response question. These questions were chosen to establish consumers differences and comparative perspective of Starbuck’s competitors, their daily usage of the social media platforms, the coffee shops visited frequently, and their opinions on consumers who frequent Starbucks. The survey contains one matrix/rating scale question ( Appendix I, Question 5) based on how important qualities are when choosing a coffee shop. Lastly, there were two demographic questions. The demographic questions are for a general understanding on consumers behavior based on age group and gender. For an overview of the survey, see appendix I.

Coffee brews under a drip of scalding water, beans grind in the gears of a metal mechanism set atop the bar, and the chatter of patrons syncs with the sound of steaming milk in each Starbucks cafe chain. Like most cafes, the aroma of Arabica overwhelms all others, natural light shines in through the windows to touch the wooden tables, and the murmurs of conversations can be heard throughout the edifice. However, whereas the plebeian palate that feigns good taste finds pleasure in drinking coffee in its most basic form so that the true flavors of the drink might be relished, the rising youth of our post-modern society realize that coffee is best prepared when the taste of the bean is overwhelmed by various artificial flavors and sugars—undoubtedly cancerous but utterly unimportant. These developing connoisseurs of high society, with all their charm and intelligence, make it clear that Starbucks is the only cafe from which anyone who is anyone must buy one’s coffee. Starbucks, truly a place for the cultural and coffee elite, consistently attracts three intriguingly eccentric and completely loyal customers of both sharp wit and fine intellect: the female Women’s Studies major, the flagrant homosexual male, and the out-of-place conservative.

Starbucks outreach to the African American/ Black community has been very limited especially where Starbucks stores have opened. For example, in the city of Chicago, most Starbucks stores are located in the northern wealthier area of city while less towards the more African American and mixed south side (What Do Starbucks Locations Really Say About Income and Diversity in America?). The most recent data suggests that roughly 83% of Starbucks stores serve in predominately middle income white areas compared to 14% in Latino and Black areas. Starbucks has begun breaking ground to work with community leaders to bridge the racial gap. Starbucks still remains a symbol of economic privilege for those in African American communities where these corporations have been slow to expand into (What Do Starbucks Locations Really Say About Income and Diversity in

There’s clearly a huge gender disparity of Starbucks customers; I attribute this to American culture’s requirement of hypermasculinity implying that men need to be tough to be considered real men. Starbucks’ wide variety of drinks include “girly” lattes and mochas which men seem to avoid. As for racial consumer differences, there’s a clear white majority of Starbucks patrons. This could be simply due to Cal Poly’s demographics or even stemming from a desire to fit the “basic white girl” stereotype. It’s easy to flaunt your Starbucks cup as a badge of honor; it represents a status that tells other people “I can afford an outrageously priced drink” while also subtly letting them know “I am better than you”.

Starbucks positions itself as a place college students can hang out, study, write term papers and meet people. A Starbucks appeal to this consumer directly through introducing technology as soon as it comes available, focusing on social networking and actively cultivating a “cool” image. The young adult audience grows 4.6 percent each year (O’ Farrell).” However, the majority of the advertising is catered to Adults around the ages of 25 to 40. Adults seem to prefer a pick me up first thing in the morning on their way to work. Most Starbucks today have a drive thru to make it faster to grab and go.

The article primarily focuses on Howard Schultz's, Starbucks CEO, idea of supporting diversity of all kinds. However, this article aims to portray Starbucks as intolerant of traditional values, to where they have gone as far as stating; " Everyone should brand Starbucks as illiberal and stop buying their product."

Starbucks customers are diverse, well educated, young business people looking for a quick and easy way to grab coffee on their way to work. Starbucks values a strong relationship with their customers so they are

Imaging if there was no more coffee in this world, how would you feel? Nowadays, coffee becomes an important part of people’s life. People who often work overtime, they drink coffee because caffeine can make you awake; people who have to wake up early in the morning, they drink coffee because instead of making breakfast, coffee is more convenient; people drink coffee during the free time, because it also tastes good.

Social class is a division of a society based on social and economic status.As cosumers are being more and more aware of ethics. Thus, brands bought from should be acceding to social and environmental standard. Buyers awareness is challenging Starbucks.

For some people Starbucks is a part of their morning rituals for others it is just a coffee shop for their Frappuccino’s. However, for some Starbucks is much more, those who work at Starbucks are members of their own subculture. A subculture is a group within society that shares the same values and interests. The people who work at Starbucks are made up by baristas, the entry level employee, shift supervisors, and managers. This team of employees’ works together closely to provide customers with the best experience and produce possible. Through working so intimately with one’s coworkers creates the aspects of a subculture. Without them Starbucks as a company and per store would not be able to run as efficiently as they do today. Starbucks

As officially expressed, Starbucks can offer less expensive items yet it may need to relinquish the quality. This is the primary socio-social test that the start-up countenances. It will extend purchaser base to incorporate the purchasers from the lower and the center wage levels.

Starbucks is an international company that is recognized and respected. It’s is well known for its coffee as well as the relationships formed with its customers. The typical gourmet coffee fan is that sought-after individual with high levels of education and disposable income (Scarpa). This targets college students and business people in general, as well as individuals from the baby boomer generation to generation Y. Starbucks aims to promote their brand and the coffee experience to foster human connections—which is what Starbucks advertising is all about (starbucks.com).