... by focus interviews through the same customers who have visited both Starbucks and Barista. Findings The results showed that most important factors which motivate customers and make them happy to go for “Starbucks” or “Barista” are ambience, store location, quality of product offerings and service...

...Leo Paul Dana; Teresa E. Dana A neighbourhood fast‐food outlet in Istanbul focuses on two target markets, tourists and locals. This case is an exercise in market segmentation. There are two major tourist areas in Istanbul. Both are located on the European side. One caters to the low budget...