How a brand leadership impact on consumer behavior in the food and beverage business

The research topic will focus on: What role does brand leadership play in customer’s perception in the F&B industry – analyse through specific examples from Starbucks.
This thesis intends to investigate the following objectives:
1) Identify a rationale on brand loyalty and brand leadership
2) Role of brand leadership and loyalty
3) Conduct primary research to examine the link between brand leadership and customer perceptions

The primary data will be conducted in an online survey with a target sample size of 100, inviting 50% of Starbucks customers and 50 % of non-Starbucks customers to participate. It intends to understand customer perceptions with main research questions such as the perception of Starbucks brand and what drives you to be a loyal customer/non-customer. The secondary data will be analysed through Starbucks’ public data on brand leadership.
Aim to conclude a result of the analysis at the end of research with a recommendation on specific areas: how a brand can use brand leadership to enhance customers’ perceptions and loyalty; practice brand leadership more effectively; create meaningful knowledge for F&B people to reference for future.