'Effect on Starbucks Store Design on Consumer Behavior\r'

'How Starbucks breed spirit affect its consumer behavior in mainland mainland mainland china. Starbucks Corporation is an American global burnt umber comp all, cocoahouse chain bloods that conciliate Italian-style coffee berryhouse. 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 mainland china. The beginning Starbucks loose in Seattle, Washington, on March 30, 1971 by trey jumpners: English t sever all toldyer Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker.The three were inspired by coffee cook entrepreneur Alfred Peet, whom they knew personally, to parcel out high-quality coffee beans and equipment The first Starbucks fix outside North America unmannerlyed in Tokyo in 1996. After that Starbucks entered the U. K m contrivance in 1998. And Finally in January 1999, Starbucks opened its first store in Mainland China at the China World Trade Building an d continue spread its wing to Hong Kong in May 2000, and Macau in solemn 2002. Right now thither ar full 500 stores in China, including Mainland China, Taiwan, Hong Kong and Macau.In the Mainlandâ€the region with the fastest growth, there are over 230 stores in 22 cities including Beijing, Tianjin, Shanghai, Guangzhou and Shenzhen. deep muckle a period of cadence, 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 give focalisation on how Starbucks store figure of speech influence its consumer behaviour in China. In order to achieve our goal, first, we will focus on how Starbucks consumer behaviour in China and study it with opposite countries such as U. S. A.And then we will compare Starbucks in China store archetype design and how it affect the consumer behaviour in China and then compare it with KFC store design. STARBUCKS IN mainland China A sia, particularly China, is well cognizen for its love of tea. to date Starbucks so excited about the grocery store in China. The stores are full of quite a little most of the time. exactly it is clearly a tea swallow society. It would be a much longer education process. With an general population of around 1. 3 billion, rising incomes, & increase in global attitude are viewed really promising for companies around the world. However, coffee market in China is still far behind the hype. 0 percent growth in coffee sales for past 5 years, per capita consumption 1kg per person, trance 4kg in US. Tea is still number one beverage in China. Comparing China with Japan, Japan too well agnisen for a tea nation, only when Japanese in like manner love to drink coffee. cocoa marketers still find difficulties in transforming tea drinking nation to coffee drinking nation, because Chinese tidy sum believe that tea perk up medicinal qualities that coffee doesn’t sport. With China growing economy and set class is increasing in size. Middle & speeding class, which are the consumer of Starbucks, tend to be located in major(ip) city (GZ, BJ, & SH).Coffee for younger, wealthinessier, 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. at that place are nigh competitors such as McCafe, and so on However, instant coffee is the major player. Because the Chinese non yet appreciate the taste of coffee and overly cannot taste the difference between each types. cut-price mixes, such as Nescafe holds nearly half the market share. STARBUCKS IN the States Basically, America is a coffee drinking nation.They are used to drink coffee in the morning before go to work. Americans ever look for coffee during the break time, or in meeting time. Before Starbucks era, coffee used to so cheap and simple, then Sta rbucks revolutionize it. The Starbucks culture has infiltrated roughly all(prenominal) part of American society. They have created a new lifestyle for American batch. The Starbucks stores dont erect sell coffee, they sell an aura. An example is taken from the Starbucks in time Square in New York City. It is very leafy vegetable to find several college student doing homework modern at night around ten oclock.The new-fangled hours that most Starbucks stores have is great for business because customers know that there will al guidances be a Starbucks open to sit down and have a cup of coffee. Some Starbucks are veritable(a) open until midnight. The atmosphere is simply contagious. In US, couples of all ages learn by in Starbucks just to sit down and talk. During the winter, American really like to have a cup of coffee or even fervid chocolate to warm up and to sit and chat. however Starbucks ran with the idea of the sit down atmosphere and not only applied the construct to the winter time and hot coffee, just they expanded the idea to embroil every season during the year.Now a large part of the Starbucks menu is â€Å"iced” or â€Å"cold” lattes and iced coffees. Moreover, following the divert of people in USA, Starbucks continues to expand and no argument pursuing it. They continue to play a grand role in society. In NYC, especially in Manhattan, you wont walk by more than four blocks without potbellyedness a Starbucks. The stores are everywhere and the mere sight of them makes you walk into them. COMPARISON BETWEEN STARBUCKS IN USA AND CHINA By their culture themselves, USA and China are different.American use to drink coffee, on the separate hand, China is a tea drinking nation. pot in US see drinking coffee in Starbucks as a part of their life. They gather, do homework, do some business meeting, or even just enjoy a cup of coffee. In China you wouldn’t find that. Chinese people prefer to just get some coconut meat milk tea or Happy lemon yellow and take it with them while walking. In major cities in China, younger wealthier generation takes to follow the western culture. They start hanging around in Starbucks with their friend, but more into status show-off oriented.The last point is the train of appreciation on coffee for each country. In America, they will spend a bunch amount of money only for drinking Starbucks coffee because they know that Starbucks is offering high coffee quality. On the other hand, in China, they still consider Nescafe (simple mix coffee) as their choice. So Starbucks should down different strategy for each of the market. For Starbucks in USA, they should maintain their quality stability so the consumer would be loyal to them, while in China they have to continue their education about the art of drinking coffee.Starbucks vs KFC As we all know Starbucks and KFC are MNC which already have many branches all over the world. In order to detainment the normalization o f their branches, they do some characteristic which is very fundamental for every branch to follow as the basic concept of their store. With these standardizations, it is easy for people to notice their store. Now, we are sack to learn more about the standardizations which is created by Starbucks and KFC and also their differences. KFC is very famous fast food eatery in all over the world.We could find KFC in a lot of countries and also if we notice, all of the KFC stores have same design both exterior and interior. rubicund and White store colour is their trademark in all over the world. KFC also set their store ambience for family dine in. Coffee; it is the first social function that will come to our mind if we heard the lay down of Starbucks. As KFC, Starbucks also do some standardization on their branches design which one of them is the brown and grand colour. They also use the coffee scent to eviscerate their customers.However, in some of Starbucks branches, you can see different store design. Starbucks sometimes try to adapt with the topical anaesthetic culture like for example Starbucks in Qian custody. Starbucks Qian Men is using classic Chinese Store design as their main theme, but still keep the green and brown concept of Starbucks. design 1: Starbucks in Qian Men on the top floor. Image 2: Starbucks in Qian Men from outside. Image 4: KFC store in China Image 3: Interior of Starbucks in Qian Men. We found that both KFC and Starbucks have some standard that they have in all of their store design.However, the difference between KFC and Starbucks is that KFC keeps some the major characteristic of their store with only minor changes while on the other hand, Starbucks sometimes do a little bit of modification on some branches. According to www. starbucks. com Starbucks are using â€Å"design sandpites” concept as their main concept. Concept stores are remarkable environments created by our designers to explore innovations within the coff eehouse. That sense of exploration is extended to everyone who visits, through daily coffee and tea cups, artistic events and community gatherings.However, Starbucks sometimes take a bold step to take it to another level. They bravely made major changes in some of their store to adapting to the local market and local culture but yet still maintaining their main concept which is sandbox concept. The Conclusion After comparing Starbucks in China and U. S. A, we can conclude that Starbucks consumer in China, whose mainly are mainly rising upper-middle class â€Å"modern Chinese”, white collar workers and college students, consider Starbucks not as a mere coffee shop.In China, Starbucks image has been upgraded from just a mere coffee-shop to a â€Å"modern” way of living, in comparison to Starbucks in U. S. A. In most cases, Chinese people’ motivation to purchase Starbucks is not because they are a coffee-drinking society but more into status show-off oriented. Fro m store design and atmosphere point of view, Starbucks in China is trying to implement sense of chill and relax to make people like to stay for longer time; in which, you can’t find in any KFC branches.\r\n'