The Starbucks customer base in the meanwhile had expanded to a much younger, less educated and a lower income bracket people. The newer customers also visited the stores less frequently now and their perception of Starbucks as a brand scored lower on almost all parameters than its established customers (see Exhibit 8) . Market research also showed a sharp increase in percentage of customers who felt "Starbucks cares primarily on making money (up from 53% in 2001 to 63% in 2002)1" while the numbers of "Starbucks cares primarily on building new stores (up from 48% to 55%) 1 "
Lets Analyze: Reasons for customer dissatisfaction No clear deductions can be made on the particular reason/reasons for customer dissatisfaction from the data available. The probable reasons can be analyzed as