Effect on Starbucks Store Design on Consumer Behavior in China

Starbucks, Jerry Baldwin, Alfred Peet

How Starbucks store design affect its consumer behavior in China. Starbucks Corporation is an American global coffee company, coffeehouse chain stores that adapt Italian-style coffeehouse. It is the largest multinational chain of coffee shops with 20,366 stores in 61 countries, including 13,123 in the United States and 732 stores in China. The first Starbucks opened in Seattle, Washington, on March 30, 1971 by three partners: English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker. The three were inspired by coffee roasting entrepreneur Alfred Peet, whom they knew personally, to sell high-quality coffee beans and equipment The first Starbucks location outside North America opened in Tokyo in 1996. After that Starbucks entered the U.K market in 1998. And Finally in January 1999, Starbucks opened its first store in Mainland China at the China World Trade Building and continue spread its wing to Hong Kong in May 2000, and Macau in August 2002. Right now there are near 500 stores in China, including Mainland China, Taiwan, Hong Kong and Macau. In the Mainland—the region with the fastest growth, there are over 230 stores in 22 cities including Beijing, Tianjin, Shanghai, Guangzhou and Shenzhen. Within a period of time, Starbucks has successfully established itself as the premium coffee leader in China with great brand recognition and high customer satisfaction. In this paper, our group will focus on how Starbucks store design influence its consumer behaviour in China. In order to achieve our goal, first, we will focus on how Starbucks consumer behaviour in China and compare it with other countries such as U.S.A. And then we will compare Starbucks in China store concept design and how it affect the consumer behaviour in China and then compare it with KFC store design. STARBUCKS IN CHINA

Asia, particularly China, is well known for its love of tea. Yet Starbucks so excited about the market in China. The stores are full of people most of the...
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