Published Paper Details:

The marketing mix plays a crucial role in shaping a brand's market position and customer perception in a competitive industry. This study examines the marketing mix (4Ps) of Starbucks Corporation with special emphasis on its product and promotion strategies. The research aims to understand consumer awareness, product preferences, and satisfaction levels related to Starbucks' offerings. A descriptive research design was adopted, and primary data were collected from 105 respondents using a structured questionnaire. Percentage analysis and chi-square test were used as statistical tools for data analysis. The findings reveal that most consumers are aware of Starbucks' product quality and show a strong preference for hot beverages. Overall satisfaction with product quality is high, and a significant relationship exists between gender and satisfaction levels. The study highlights that Starbucks' focus on quality, customization, and innovation contributes significantly to its brand strength. The research concludes that continuous innovation, effective promotional strategies, and ethical business practices are essential for sustaining competitive advantage in the global coffee market.