Starbucks uses a premium pricing strategy. This pricing strategy takes advantage of the behavioral tendency of people to purchase more expensive products on the basis of the perceived correlation between high price and high value. The company’s coffee products are more expensive than most competing products, such as McDonald’s Premium Roast. Through this pricing strategy, the company maintains its high-end specialty image. This part of Starbucks Coffee’s marketing mix directly relates with the firm’s generic strategy, thereby helping the business maintain its premium brand image.