Effect on Starbucks Store Design on Consumer Behavior 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 time. But it is clearly a tea drinking society. It would be a much longer education process. With an overall population of around 1.3 billion, rising incomes, & increasing in global attitude are viewed very promising for companies around the world. However, coffee market in China is still far behind the hype. 90 percent growth in coffee sales for past 5 years, per capita consumption 1kg per person, while 4kg in US. Tea is still number one beverage in China. Comparing China with Japan, Japan also well known for a tea nation, but Japanese also love to drink coffee. Coffee marketers still find difficulties in transforming tea drinking nation to coffee drinking nation, because Chinese people believe that tea have medicinal qualities that coffee doesn’t have. With China growing economy and middle class is increasing in size. Middle & upper class, which are the consumer of Starbucks, tend to be located in major city (GZ, BJ, & SH).Coffee for younger, wealthier, professional Chinese is seen as enjoy eating out, associated with western lifestyles, associate Starbucks with wealth and status, enjoy sweet tasting foods and beverages, particularly desserts. There are some competitors such as McCafe, etc. However, instant coffee is the major player. Because the Chinese not yet appreciate the taste of coffee and also cannot taste the difference between each types. Inexpensive mixes, such as Nescafe holds nearly half the market share.
STARBUCKS IN USA
Basically, America is a coffee drinking nation. They are used to drink coffee in the morning before go to work. Americans always look for coffee during the break time, or in meeting time. Before Starbucks era, coffee used to so cheap and simple, then Starbucks revolutionize it. The Starbucks culture has infiltrated almost every part of American society. They have created a new lifestyle for American people. The Starbucks stores don't just sell coffee, they sell an atmosphere. An example is taken from the Starbucks in Times...
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