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Starbucks and Dunkin’ Donuts
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Consumer Behavior Articles research papers
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A 5 page paper discussing the treading of Dunkin’ Donuts on Starbucks’ specialty coffee territory, and Starbucks’ move to urban areas through Magic Johnson’s national chain of franchise restaurants. Dunkin’ Donuts does not elevate its image by adding more affordable lattes to its menu, but rather appears to offer a cheapened version of the “real” thing. Starbucks’ products are viewed as being luxurious, but a $4 cup of coffee (as opposed to Dunkin’ Donuts’ $3) is an affordable luxury in which even low-income people can indulge occasionally. Bibliography lists 2 sources.
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Pages:
5
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Filename:CC6_KSmktgStarDunkin.rtf |
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Paper Title:
Starbucks and Dunkin’ Donuts
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