Starbucks prices are being hiked once again and consumers’ pockets are taking a hit.

As of July 31, Starbucks prices have increased for the second time in less than a year. The cost of a 12-ounce “tall” latte used to range from $2.45 to $3.15, depending on the location. The increase varies by choice of drink and by market but will average out to an additional 9 cents a cup, according to the Starbucks customer relations department.

“It’s a business. It’s their decision what they do and it’s the consumers’ choice to come or not,” said Lara Amirian, 23, a senior psychology major.

The last increase was in October 3, 2006, by 5 cents, and now the increase of 9 cents is increasing the cost of most Starbucks blends and drinks by 3 percent.

“If you don’t have money, don’t come,” said CSUN student Komal Tejwani, 22, another senior psychology major. “I mean, as college students we don’t have a lot of money so it’s not right that they are raising the costs, especially since this one is so close to school.”

CSUN students take a break from school and go to Starbucks, Tejwani said. “(They) come here to leave campus and still be able to study.”

Local Starbucks employees said they are not allowed to speak to the media.

A Starbucks employee in the customer relations department, Sheena L., said, “we are not allowed to give you any information other than the document. This is the only part of the office that answers phone calls.”

Starbucks officials said the hike is due to the increasing cost of energy, gas, milk and cups and other resources they require in order to sell their drinks.

“We’ve determined that this is an appropriate time for a price increase given the increasing cost environment in which we operate,” a Starbucks document shows.

There are 6,300 company-operated Starbucks and 3,500 license stores. As of now, the increase applies only to the company-operated stores and their energy blends, dairy products, blends and drinks, but not on bottled and packaged products.

“We recognize the impact this increase has on our customers and we appreciate their ongoing support and patronage,” the document goes on to show. “We are committed to continuing to deliver exceptional handcrafted beverages and coffee and the unique Starbucks experience to each of them everyday.”

“If prices continue to rise, I would still come here, but less,” Tejwani said, who comes once a week or so. “I don’t do to Freudian Sip on campus, Starbucks only.”

However, not all students are as dedicated to Starbucks as Tejwani.

“If I’m broke, I don’t buy it,” Amirian said. “I’ll go to 7/11 or bring it from home.”

Do you have more to say than a comment? Want any feedback from the writer? Story ideas? Head to The Gripevine.