The Influence of Starbucks on Taiwanese's

Consumers Culture

The Influence of Starbucks on Taiwanese's

Consumers CultureYE4B

Innes Chang1101100064

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2014.6

Introduction

Literature

Review

Methodology

Result

Discussion

Conclusion

OUTLINE

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Background

◆ A well-known international coffee company◆ Found by Howard Schultz◆ Starbucks entered Taiwan market in 1998◆ Every staff→ Well trained → Benefits for the staffs

Consumer culture

◆ Appadurai (1986): Unique local culture → consumer spending◆ “Coffee Culture” in Taiwan◆ Influences consumers’ lifestyle and shapes their needs → to attain happiness and satisfaction

“…how consumers actively rework and transform symbolic meanings encoded in brands, retail settings or material goods to manifest their particular personal and social circumstances and further their identity and lifestyle goals”

(Eric and Craig, 2005, p. 871)

Special Product For Specific Season or Festival

The Price

“Starbucks is an affordable luxury.” (Howard Schultz)

The Environment

“…the boom in technology, as well as other factors, has taken us away from gathering with friends and family, from human connection and community. The Starbucks environment has become as important as the coffee itself.”

(Stanton, 2005)

The Product

“We like to break the rules and do what people think that can’t be impossible.”

(Cited in Chen, 2007, p.124).

Participants◆ Taiwanese people who have consumed in Starbucks.◆ 60 females and 20 males.

Questionnaire ◆ Sent out by mySurvey in March ◆ Collected within a week

Demographic Section

Consuming Habit

Attitude about Starbucks

Research Questions

◆ Have people ever thought of the reasons that they go to the specific coffee shop? ◆ Why Taiwanese consumers choose Starbucks? ◆ What is the influence of Starbucks?

75%

↑

55% ↑

There is no significant difference between income and the price of Starbucks products.

Most Surprising Result

The question “I do still purchase Starbucks drink even if it does not have the buy one get one free discount.”

Less Surprising Result

The question “When I hear the word “COFFEE”, Starbucks is the first coffee brand comes up in my mind.”

“…Starbucks name could become synonymous with great coffee…”

(Koehn, 2002, p.8)

Limitation

◆ Online survey → Hard to pick respondents’ gender and age

◆ Not have enough questions in the Likert scale part

55%

↑

◆ Starbucks successfully creates its brand image by providing a relaxed environment and good service with high quality coffee.

◆ It becomes an alternative word for “coffee.”

◆ It represent a better quality and provide consumers status, prestige, and distinction.

THANKS FOR YOUR ATTENTION