Cataracts primarily chooses to focus on the demographics, chirography's and lifestyle of their customers. It Is with the Information gathered regarding these segments that Cataracts can better serve its customers. Demographics are things such as age, sex, marital status, education, occupation and income. Cataracts targets both males and females, mainly 18-30 year olds, but really does cater for everybody's needs. And because young children don't usually drink coffee, Cataracts offers a range of non-coffee beverages to cater for the whole family.
Hanging out In Cataracts gives the impression of being very with It and most of the people you see sitting in the stores exude a certain coolness and give off the image of avian some sort of social status, with lots of money to spare. Cataracts customers are mainly in their final years of high school, in university or Just starting to work. But whatever it is, they all have had a good education, and if they do have a job, it almost certainly Includes a big Income as well. Demographics help to locate a target market and this Information Is often the most accessible and cost effective way to identify a target market (Coffman et al, 2001).
Even though factors such as personality and behavior are often first used to define market segment, the consumer's demographic characteristics must be known in order to assess the size of the target market and to reach it efficiently (Coffman et al, 2001). Chirography's are based on the consumer's actively, Interests and opinions, so It's basically how they spend their time, what their preferences and priorities are and how they feel about events and issues. Cryptographic research is closely related to psychological research, and especially when it comes to personality and attitude measurement.
This form of applied consumer research has proved to be a valuable racketing tool that helps Identify consumer segments that are likely to be responsive to specific marketing messages (Coffman et al, 2001 Cataracts is very heavily involved in charity and the arts, and is making significant efforts to be a socially and environmentally responsible company. For example, Cataracts actively participates in AIDS benefits, and for every city that has a store, Cataracts sets up at least one shelter for the underprivileged children and donates Cataracts gains a lot of favorable exposure. Cataracts has sponsored the Special
Olympics, the hip Lithe Fair music festival, the Chicago Jazz Festival, the International Film Festival in Washington DC and the Museum of Contemporary Art in LA. Just by looking at these examples, we can see that Cataracts aims to target and reach people who are generous and charitable, as well as people who like to have fun and enjoy the creative and entertaining side of life. Cataracts also has a strong commitment to the environment and the company's policy to recycle and conserve wherever possible is exemplified by the 10% discount it provides to customers who reduce waste by sing their own mugs or refillable coffee bags.
Cataracts offers these discounts to help stimulate environmental responsibility amongst its customers. As Cataracts grows and reaches new markets, the company has made a commitment to continue to be a strong supporter of non-profit organizations and events in all communities. Consumer research has found evidence that within each of the social classes there is a constellation of specific lifestyle factors (shared beliefs, attitudes, activities and behaviors) that tend to distinguish the members of each class from the members of ACH class from the members of all other social classes (Coffman et al, 2001).
Cataracts sells a lifestyle, to both customers and employees, and has followed the successful examples of other big corporations such as Coke, Nikkei and Sony by linking its brand with all things "cool" and "in". Cataracts has created a style and ambiance that has infused a certain new chic and appeal into coffee, an age-old beverage, making it the hippest drink of today. Cataracts chooses to associate itself with all things bustling, active and vigorous. That is why locations of all the stores are carefully selected for convenience and
Cataracts specifically targets places that are heavy with pedestrian street traffic. Some of the places that you would find a Cataracts, either in the form of a large store or a Just a small kiosk (both ideal for Just popping in for a quick take away coffee or for a nice light lunch break) would be at shopping centers, airport terminals and supermarket foyers, which are all places that are always hectic and filled to the brim with people who have busy lifestyles and are always on the go.
Cataracts competes directly against specialty coffees sold at retail through parameters, specialty retails, and a growing number of other specialty coffee stores. In addition, Cataracts competes for whole bean coffee sales with franchise operators and independent specialty coffee stores. In virtually every major metropolitan area were Cataracts operates and expects to expand there are local or regional competitors with substantial market presence in the specialty coffee business. But Cataracts' biggest competitor in the coffee industry is the Coffee Bean.
Coffee Bean was started by Herbert B. Hyman in 1963 in California and became the pioneers in retailing whole bean coffee and loose tea leaves. Coffee Bean are the oldest importers, roasters and multi retailers of specialty coffee and tea in the United and roast styles as well as four varieties of daily brews including flavored pre- ground coffee. Another similarity with Cataracts is that Coffee Bean also has a large offering of food and beverages that appeal to all age groups from all walks of life.
In terms of needs, motivation and personality, Coffee Bean is all about building meaningful and respectful relationships with customers by finding or concocting a flavor for them. Coffee Bean will also toast your bagels, heat your pastries and reasonable and custom make the drink or blend Just the way you would like it. With perception, Coffee Bean is a big believer in teamwork Oust like Cataracts) as they feel that success is achieved by working together. Coffee Bean staff are friendly, and maintain amicable relationships between customers and each other.
The employees have respect for each other's values, opinions and individual personalities and are honest and truthful to themselves and each other. Another similarity with Cataracts is that Coffee Bean is actively involved with helping communities and make it their mission to develop the most complete community eased programs around. As well as donating gift baskets, gift certificates, coupons, coffees and teas, Coffee Bean will gladly consider a donation to any organization for various charitable events that directly benefit local community programs and local schools.
Due to the phenomenal growth of the international coffee market, Coffee Bean has decided to solely concentrate on international franchises at the moment. Unlike Cataracts, who have a target mass market being the United States, most of the Coffee Bean outlets are in Asia (Malaysia, Singapore, Brunet, Taiwan etc. ) and the Middle East (Israel, United Arab Emirates, Dubbed etc. ) Unlike Coffee Bean, Cataracts does not personalize their coffees or have different products to suit different countries' tastes.