Starbucks Buyer Persona Overview

2. BACKGROUND:
• Student at the University of Florida
• Double majoring in public relations and political science
• Always looking for a place where she can study and enjoy a cup of coffee
DEMOGRAPHICS:
• Female
• Age 19-27
• Urban
• Does not work while in school
IDENTIFIERS:
• Likes discovering new artist (music)
• Daily news checker

3. GOALS:
• Maintain GPA
• Find ways to save money since she is constantly buying coffee
• Balance both school and social life
• Find an environment that allows her to study and enjoy good coffee
CHALLENGES:
• Getting distracted when hanging out with roommates
• Finding time to meets with fellow club members
• Finding good coffee
HOW WE HELP:
• Students have access to internet facilities where they can broaden their
orison through internet research.
• The atmosphere at the café makes it possible to have meeting points and
discuss subject of study, college life, politics, sports etc.
• Starbucks offers free food or drink rewards

4. REAL QUOTES:
• “I cant start my day without coffee and it’s hard to find a good coffee shop
that has a variety of options.”
• “With the amount of coffee I drink I can’t afford to be buying coffee all the
time.”
• “ I love changing up where I study.”
• “My roommates are always a distraction at home.”
COMMON OBJECTIONS:
• I need a place to go drink my coffee in peace where I can concentrate and
work on school work.
• I don’t want to spend to much money on coffee.

5. MARKETING MESSAGEING:
• Come relax and receive more than great drinks. Get great rewards, snacks
and awesome service.
ELEVATOR PITCH:
• Starbucks is more than just a place to get great coffee. At Starbucks you
can be sure to study or meet up with friends for hours without getting
kicked out. You can always count on finding a Starbucks near you and most
importantly you can join their rewards card at save time and money!
#STARBUCKS