December 2006 Values Update Survey

Data Archive > U.S. Surveys > General Population > National > Pew Research Center > Analysis


STARBUCK

(Percentages are weighted by WEIGHT; Total Ns reported are unweighted)

Is your overall opinion of Starbucks very favorable, mostly favorable, mostly unfavorable, or very unfavorable?
  1) Very favorable
  2) Mostly favorable
  3) Mostly unfavorable
  4) Very unfavorable
  5) Never heard of
  8) Can't rate
  9) Refused

Category Percentage Cumulative Percentage
Very favorable 15.7% 15.7%
Mostly favorable 47.8% 63.5%
Mostly unfavorable 12.5% 76%
Very unfavorable 4.5% 80.5%
Never heard of 4.4% 84.9%
Can't rate 14.3% 99.2%
Refused .9% 100.1%
Total N = 1032

Variable Comparisons

Age (I-AGE)

18-24 25-34 35-44 45-54 55-64 65+ TOTAL
Very favorable 31.0% 17.7% 18.2% 11.0% 10.1% 7.7% 15.5%
Mostly favorable 41.0% 52.5% 51.5% 53.1% 48.7% 36.2% 47.8%
Mostly unfavorable 14.2% 14.3% 11.0% 12.8% 12.7% 11.7% 12.7%
Very unfavorable 6.0% 4.7% 4.6% 3.1% 3.5% 5.8% 4.5%
Never heard of 1.5% 4.4% 1.9% 2.8% 6.3% 9.8% 4.4%
Can't rate 5.6% 6.4% 12.3% 17.1% 18.0% 25.8% 14.2%
Refused 0.7% 0.0% 0.5% 0.3% 0.6% 3.1% 0.8%
TOTAL 100.0% 100.0% 100.0% 100.0% 100.0% 100.0%
1015


Gender (I-GENDER)

Male Female TOTAL
Very favorable 13.1% 18.6% 15.8%
Mostly favorable 49.4% 46.1% 47.8%
Mostly unfavorable 13.5% 11.5% 12.5%
Very unfavorable 5.8% 3.1% 4.5%
Never heard of 4.6% 4.1% 4.4%
Can't rate 12.8% 15.8% 14.3%
Refused 0.8% 0.9% 0.9%
TOTAL 100.0% 100.0%
1032


Education (I-EDUC)

Less than high school High school graduate Some college College graduate and above TOTAL
Very favorable 14.7% 13.9% 17.3% 17.7% 15.8%
Mostly favorable 34.1% 46.5% 50.4% 53.6% 47.7%
Mostly unfavorable 5.9% 13.4% 12.9% 14.4% 12.6%
Very unfavorable 9.9% 3.5% 4.9% 2.6% 4.4%
Never heard of 17.6% 4.5% 1.1% 0.7% 4.4%
Can't rate 17.2% 16.6% 13.1% 10.7% 14.3%
Refused 0.7% 1.6% 0.2% 0.4% 0.8%
TOTAL 100.0% 100.0% 100.0% 100.0%
1027


Political party (I-PARTYID)

Republican Democrat Independent TOTAL
Very favorable 16.3% 13.8% 17.8% 16.1%
Mostly favorable 50.1% 52.9% 44.8% 48.8%
Mostly unfavorable 15.5% 11.2% 12.9% 12.9%
Very unfavorable 3.9% 2.2% 6.6% 4.5%
Never heard of 2.8% 4.0% 2.6% 3.1%
Can't rate 10.8% 14.9% 14.8% 13.8%
Refused 0.6% 0.9% 0.6% 0.7%
TOTAL 100.0% 100.0% 100.0%
943


Race (I-RACE)

White non-Hispanic Black non-Hispanic Hispanic or other TOTAL
Very favorable 15.1% 16.7% 17.5% 15.7%
Mostly favorable 48.6% 51.5% 41.6% 47.7%
Mostly unfavorable 12.5% 13.7% 12.5% 12.6%
Very unfavorable 4.6% 4.4% 3.7% 4.4%
Never heard of 3.0% 4.8% 9.8% 4.4%
Can't rate 15.3% 7.9% 14.3% 14.3%
Refused 0.9% 0.9% 0.5% 0.9%
TOTAL 100.0% 100.0% 100.0%
1024



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