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tarbucks has many categories of loyal customers who can be classified into different segments. As the research shows that women customer tend to drink starbucks coffee than men about 40%, who will buy a cup of coffee from starbucks in the morning before work, or meet up with friends to chat over a cup of coffee, and most of them will bring the child to get some beverage. A majority of target customers are between 18 to 30 years old. Additionally, starbucks appealed more to students and younger kids recently, so under 18 age set can be considered as a new customer base that starbucks has never targeted before.

Most of starbucks consumers are middle to upper class due to relatively high price of its coffee drinks. Most of the consumers are working class people who are willing to pay expensive drinks and experiences. Due to the prestige of brand, starbucks is considered as the luxury of high quality beverage in retail industry. However, starbucks cater to a broad range of consumers although they go to starbucks for different reasons and motivations.

- Marketing position 
Starbuck is able to deliver the experiences to consumers as it creates a strong association of leisure, relaxation, comfort, standard, quality of products in consumers’ minds. it can be seen that starbucks create a competitive advantage delivering superior value than competitors through understand consumer psychology and develop emotional relationship with consumers. Starbucks never position itself as a place to sell coffee drinks, because customers expect from starbucks more than a cup of coffee. The company built a clear image in the consumers’ minds and brands its humanity and intimacy in order to promote loyalty among consumers. A feel of personalization is one of the major reasons of most consumers choose starbucks.
Starbuck always emphasizes on the experience that it can customize the coffee to the exact way the consumers prefer and staffs are able to remember the regular customers’ preferences. The coffee products of starbucks are quite different from the product that sitting on the shelves of supermarket, because direct interactions with customers is necessary for starbucks building customers’ relationship and brand image. It also can operate for extended or early hours of the day to offer specialty coffee drinks like what the gourmet cafe offers. Compare to other classical brands in the market, starbucks holds a leading position in providing high quality coffee products and services to satisfy middle and upper level consumers who prefer a prestigious place and willing to pay a higher price for it.

Marketing mix 

- Product 
The coffee products in starbucks are standardized and high quality. The logo on starbucks bags and coffee cups makes the products easily recognizable. The design and facilities of starbucks stores are fairly standardized which contains small round tables and comfortable sofa or chair to create a relaxing atmosphere. Such atmosphere in starbucks encourages people to stay and enjoy their coffee for a relatively long time. The staffs all wear uniforms and they are clean and professional. They are very friendly to serve customers and they know many of their regular customers by names and preference. It retains customers and creates loyalty by building a relationship between employees and customers.
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