DOI: https://doie.org/10.0822/Nerj.2024221930
Anjana Devi S C , Roopa Ajwal
Keywords:TATA Starbucks India Private Limited, Green Marketing, Sampling,Regression.
This study focuses on the impact of green marketing on client experience within TATA Starbucks India Private Limited. It hypothesizes that green marketing strategies were implemented to enhance the company’s brand image, customer relations, and supply chain operations. The research aimed to understand how these strategies influenced the business's sustainability and market viability from both customer and stakeholder perspectives. Data collected through interviews and surveys demonstrated that TATA Starbucks effectively leveraged consumer value positioning by emphasizing sustainable practices. The company’s products were perceived as aligned with environmental standards, meeting consumer expectations and industry norms. Positive feedback indicated strong customer support for TATA Starbucks environmental initiatives, contributing to improved brand image and customer experience. The findings confirmed that TATA Starbucks green marketing practices positively affected user experience and customer satisfaction. Additionally, the work provided valuable corporate experience, bridging theoretical knowledge with practical skills.