Marcas & Mentes

Lizardo Vargas Bianchi

Starbucks y el consumo conspicuo

Desde hace varios años cuando voy a Starbucks mi proceso de decisión se limita a acercarme al mostrador y pedir un café americano mediano. A veces pido que le pongan un poco de leche. En algún momento uno de sus trabajadores me preguntó si lo que quería era un café del día o un americano. Le dije que cualquiera porque no noté mayor diferencia, y el precio era el mismo. Pero nunca han dejado de llamarme la atención sus precios. Y el motivo por el que hay consumidores dispuestos a pagarlos. 

Yo mismo he sido uno de ellos. En más de una oportunidad he tomado café ahí o he tomado el local como punto de encuentro. También recuerdo hace unos años haber comprado una taza de la tienda. Una pieza de cerámica que probablemente costó producirla un décimo del precio de venta, y que uso de vez en cuando, junto un recipiente reutilizable grande, o en los clásicos vasos de poliestireno que encuentro en las zonas de café que se encuentran en la universidad donde trabajo.
Y respecto al sabor, como la percepción tiene mucho de hábito, en realidad estoy acostumbrado al del café pasado casero y al del clásico Nescafé el polvo. Y si debo pagar uno, prefiero el de la máquina de Altomayo que tengo a la mano dentro de la universidad. Con lo cual satisfago mi gusto por bastante menos precio que por uno de la cadena norteamericana, pues lo que habitualmente pido en ella gira en torno a los 8 soles.
No me parece un precio barato para un café, en particular uno cuyo sabor no considero especialmente por encima del promedio. Lo que menos barato me parece, en relación a costo de producción y precio de venta, son algunos de sus productos comestibles. Una galleta con trozos de chocolate cuesta 3,5 soles, un bizcocho alrededor de 6,5 soles, y algo menos que un puñado de cereal para ser acompañado con leche se vende a 9 soles.
Parecen los precios de una cafetería de aeropuerto. Alguna dinámica debe operar en el comportamiento de las personas que explique el motivo por el cual se consume los productos de esta cadena.
Quizá un motivo razonable es pensar que la compra en Starbucks es una versión disminuida de la lógica que subyace en el consumo de bienes premium o los de lujo. Entre otras características, estas marcas otorgan a quien los utiliza una experiencia y percepción de obtención de valor, de logro. Asimismo permiten al sujeto la  posibilidad de definir aspectos su propia imagen, pues los productos pueden ser exhibidos ante terceras personas. Este tipo de conducta es denominada ‘consumo conspicuo’ y tiene las características de ser superflua, suntuosa, y completamente prescindible. El término fue acuñado, inicialmente en una dimensión más amplia, por el economista y sociólogo norteamericano T. Veblen a fines del siglo 19.
Lo presento como una versión disminuida porque el ‘consumo conspicuo’ moderno usualmente hace referencia a productos bastante más costos y complejos en su comercialización, como relojes, joyas, autos, prendas de vestir de diseño, experiencias gourmet, etc. Así, es posible comprender esta Starbucks como una edición de consumo masivo de bienes suntuosos. 
No critico esta práctica, pues cada individuo es libre de adquirir un bien de esta naturaleza si lo desea. De la misma forma que nadie fuerza nadie a comprar un café o galletas en Starbucks.
Lo interesante es observar la motivación emocional que conduce a la satisfacción hedónica de tomar posesión de algo mínimamente suntuoso. A ello cabe agregar que la conducta de quienes van a esta cadena de tiendas no lo hacen sólo por las bebidas que expenden, sino por la experiencia de satisfacción de estar en un ambiente social carente de riesgos, donde todos comparten la práctica del ‘consumo conspicuo’.

COMENTARIOS

  • 1
  • 27.03.2013
  • 10:12:17 hs
jhonatan AL

los coments me gustan pero concuerdo en que solo se trata de lujo y relax pasar mucho rato en un local tomando cafe usando el internet libre y sentando en un comodo sofa es sentirse importante …. para los que algunos nos damos el lujo de gastar ahi

  • 2
  • 03.05.2013
  • 06:14:23 hs
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  • 3
  • 28.03.2013
  • 10:28:53 hs
Jimmy Quispe

Lizardo.

Lo que pienso es que tarde o temprano Starbucks seguirá los pasos de KFC. Es decir, a mayor poder adquisitivo, los clientes buscarán otras opciones para diferenciarse de otros. Por lo tanto, atribuyo que sucederá el cambio de generación de clientes. Tenía entendido que el target eran jóvenes, adultos o mujeres ejecutivas. Lo cual no se refleja necesariamente en sus locales. Están en la necesidad de adaptarse a nuevos clientes y eso no van hacer los mismos al cual consideraron desde un inicio.

  • 4
  • 27.03.2013
  • 01:19:50 hs
JP

Estoy de acuerdo en muchas cosas en los comentarios anteriores. Sin que lo tomen a mal, Que te vean en un Starbucks tomando un café, es como si te vieran los demás llevando en la mano un diario Gestión…

  • 5
  • 26.03.2013
  • 10:39:31 hs
Diego

Pues creo que comprar un cafe de Starbucks es comprar status, ir con una chica etc…personalmente prefiero tomar cerveza con mis amigos y hacer toda la bulla que no se nos permitiria en un local de Starbucks :D

  • 6
  • 24.04.2013
  • 06:47:30 hs
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  • 17.05.2013
  • 01:31:54 hs
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  • 8
  • 09.04.2013
  • 03:06:15 hs
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  • 09.04.2013
  • 04:33:20 hs
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  • 10.04.2013
  • 10:13:12 hs
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  • 11
  • 01.04.2013
  • 03:56:26 hs
Manuel

Interesante punto de vista, pero para el caso, usando un poco de lógica, tomarse un Altomayo en una maquina de café es más caro que comprarse el sobre de kirma y lleva agua en el termo con terrones de azúcar.

Es un error hablar por todos, pero en mi caso, se perfectamente que un café en Starbucks no cuesta lo que debería costar, menos si lo compro y lo llevo a la oficina para tomarlo allá. Pero mencionaste un aspecto interesante: la experiencia de tomarse el café.

La experiencia Starbucks pasa por un excelente trato, por conversar de la nada con un desconocido que te atiende como si fueras su amigo, que te llama por tu nombre y se preocupa porque recibas un producto “como lo pediste”. Al menos para mi, iniciar el día de esa manera es excelente, más si el día será con mucha adrenalina.

Saludos,

  • 12
  • 25.03.2013
  • 11:50:27 hs
Andy G

Definitivamente para situarnos en el contexto del cono norte, (Megaplaza), he notado que las personas consideran gastar parte de su sueldo, en este tipo de lugares por el simple hecho de sentirse “una persona de mundo”,”cool” puesto que la relacion salario y precio de lo que se consume, es desproporcionada. Ya que mucha de ellas no supera la barrera de los s./1000 mensuales. Definitivamente no voy a estos tipos de lugares, puesto me siento estafado.

  • 13
  • 25.03.2013
  • 01:29:45 hs
Daniel Galarza

Me parece que existe un error en la identificación del producto. Starbucks no vende café o galletas su producto es una sala cómoda. Starbucks vende comodidad. El café y las galletas son solo el pago por el uso de la sala. En starbucks a diferencia de un café no hay un mozo que te pregunte si trae la cuenta apurándote para aumentar la rotación de sus mesas. El pago del café es como pagar un flat para usar su sala con comodidad e Internet.

  • 14
  • 25.03.2013
  • 01:59:01 hs
Fernando Quiroz

Este negocio puede sustentarse en algo más que vender café, galletas y sandwiches caros?
Cómo se puede justificar, economicamente, la proliferación de locales de Starbucks, muy bien puestos por todo Lima ( algunos con servicios no visto en EEUU como el valet parking) y que den utilidad?
Hagamos un ejercicio numérico para determinar cuantas tasas de café ( de margen alto) se deben de vender mensualmente para cubrir sólo el costo del alquiler de una tienda en una ciudad que está pasando por un boom inmobiliario y en donde una tienda de 150 m2 en Surco rondaría los US$ 5,500 de renta mensual.

Tu café de S/. 8.00 ( con IGV) equivale a US$ 2.62 + IGV.
US$ 5,500 / 2.62 = 2,100 tazas por mes ó 70 tazas por día.
Si se opera 16 horas entonces cada hora se debe de vender 4.5 tazas para pagar el alquiler ( para hacerla fácil asumo que el precio de S/. 2,62 es full utilidad), y esta cuota de ventas por hora es alcanzable.

Entonces el modelo de negocio si daría para pagar …el té.

  • 15
  • 27.03.2013
  • 09:08:19 hs
RBDV

¡Muy buena JP!

  • 16
  • 31.03.2013
  • 04:13:26 hs
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  • 08.04.2013
  • 04:01:32 hs
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  • 26.04.2013
  • 09:06:13 hs
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  • 17.04.2013
  • 04:36:20 hs
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  • 20
  • 25.04.2013
  • 02:44:48 hs
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  • 21
  • 31.03.2013
  • 12:03:27 hs
Jose Beltran

No soy un consumidor de starbucks, pero las veces que voy me agrada el lugar y el espacio que ofrece. El problema del consumidor en el Peru es que estamos acostumbrados al precio de costo. Todo lo valoramos por el valor de materia prima, al “peso”. Bajo ese criterio no nos cabe en la cabeza pagar millones de dolares por un Picasso. Creo que el precio no es el problema, sino cuanto vale tu tiempo y tu comodidad. Saludos.

  • 22
  • 31.03.2013
  • 12:15:08 hs
Jorge Ynfantes

ya es bien conocido que lo ofrece STARBUCKS…es la experiencia de una buena atencion y calidad…y un buen ambiente
el problema esta cuando decides dejar el local…y ya no consumes el producto en su totalidad.
El producto final: cafe + atencion de calidad = starbucks

pero si dejas atras el valet parking, el wi-fi gratis, el excelente servicio(que fue percibido hasta el momento en que te entregaron tu cafe, frappuccino,etc).
entonces nos queda solamente el producto final…..EL CAFE! (o frappuccino..que se consume bastante).

sera realmente bueno…como para consumirlo?… bienvenidos al consumo conspicuo.

  • 23
  • 25.03.2013
  • 08:34:34 hs
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  • 24
  • 25.03.2013
  • 08:35:37 hs
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  • 25
  • 25.03.2013
  • 08:36:45 hs
DypeSypeHoamy

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  • 26
  • 12.04.2013
  • 11:25:27 hs
annesMabses

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  • 27
  • 25.03.2013
  • 08:53:27 hs
karen

Debemos tener en claro que lo que vende Starbucks no solo es cafe, es “servicio” y eso aporta mucho valor agregado a uno de sus productos que es el cafe.

  • 28
  • 25.03.2013
  • 09:11:19 hs
Jose Delgado

Aqui en USA pasó algo parecido. Los precios estaban un poco altos, y los redujeron un poco. Están estables hace como dos años. Un café medio vale algo asi con $2.00, un capiccino medio $2.80 o algo asi. Lo que si, la calidad es muy Buena, se siente el sabor a café, los cappuccinos son muy buenos. La competencia esta en muchas cadenas de “convenience stores” donde hay cáfes muy buenos a major precio, pero no venden capuccionos ni otrs variedades.

  • 29
  • 29.03.2013
  • 10:52:28 hs
Eliana

Considero que Starbucks va más allá del café y de una sala cómoda, soy asidua a los Starbucks de Surco, Chacarilla y Miraflores, lo que puedo apreciar allí es que Starbucks es una oficina andante, ves reuniones de trabajo en sus mesas, he visto asesores del congreso trabajando en proyectos de ley en dicha cafetería(si créanlo) , Ejecutivos conectando dispositivos telefónicos para conferencias con sus lap tops tanto peruanos como extranjeros , entonces Starbucks pasó de ser una cafetería de lujo a ser una oficina de lujo a bajo costo, el café más barato S/. 7.50 y puedes hacer uso de su wii fi y electricidad por horas.

  • 30
  • 07.04.2013
  • 05:15:00 hs
feedlyemems

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  • 31
  • 25.03.2013
  • 10:44:09 hs
Martín Pfeng

Concuerdo con Lizardo en que algunos entran al Starbucks debido a la conducta que denomina ‘consumo conspicuo’ … esto es especialmente cierto en la venta de objetos que no se consumen dentro del local, como las tazas de cerámica. También concuerdo en que los precios de venta no son baratos en comparación con los costos de las galletas, cafés, y demás comestibles que venden, pero lo que omite es que el consumidor en realidad recibe a cambio también la posibilidad de poder estar 1, 2 horas cómodamente sentado en un sofá con aire acondicionado, con acceso a WiFi, sin que haya mozos pidiéndote la cuenta para botarte, como ya han comentado otros aqui. De tal manera que el consumidor pagar por eso también, asi que la comparación con el café que expende la máquina de Altomayo, me parece que no es entre productos equivalentes (el producto de Altomayo es solo el café, el de Starbucks incluye las comodidades mencionadas). Al final de cuentas, la mayoría de clientes va a Starbucks a beber café ? o más bien va a conversar / revisar su laptop o tablet ?

  • 32
  • 16.04.2013
  • 01:36:38 hs
peaxdeede

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