The customer base has changed, probably due to the overall change in the market. Furthermore, as the company's image has taken an unwanted turn, a change in the customer base it appeals to is possible. Starbucks has become a corporate, accessible and consistent place to drink good coffee on the way to work. Therefore, today it caters to customers with completely different lifestyles, needs and desires. It may satisfy this new customer base to a certain extent, but this is not the sector initially targeted. Since nothing was done to intellectually stimulate the targeted industry in its embryonic stage, they most likely left for independent coffee shops. Starbucks now attracts young people, who are looking for a quick cup of good coffee, while spending less time and money