Starbucks management has been trying to refocus on the things that originally made the company so successful. For example, Starbucks across the U.S. recently shut down for a short period of time for re-training, and the company has worked to make sure you can smell the fresh ground coffee aroma when you enter the store. However, when questioned, consumers tend to focus on the need for pricing incentives such as a frequent purchasing program. According to the _____, there may be a difference between what customers want and what Starbucks management thinks customers want.