Effect on Starbucks Store Design on Consumer Behavior

How Starbucks install name simulate its consumer behavior in chinaw be. Starbucks Corporation is an the Statesn global java company, cafe chain gillyflowers that accommodate Italian-style cocoahouse. It is the largest multinational chain of burnt umber shops with 20,366 stores in 61 countries, including 13,123 in the United States and 732 stores in chinaware. The first Starbucks blossom outed in Seattle, Washington, on March 30, 1971 by three partners English instructor Jerry Baldwin, history t each(prenominal)er Zev Siegl, and writer Gordon Bowker.The three were inspired by beverage chocolate bean roasting enterpriser Alfred Peet, whom they knew personally, to sell in high spirits-quality chocolate beans and equipment The first Starbucks location outside North the States opened in Tokyo in 1996. After that Starbucks entered the U. K merchandise in 1998. And Finally in January 1999, Starbucks opened its first store in Mainland China at the China World Trade Buildi ng and go along spread its wing to Hong Kong in May 2000, and Macau in August 2002. chastise now thither are near 500 stores in China, including Mainland China, Taiwan, Hong Kong and Macau.In the Mainlandthe locality with the fastest growth, there are over 230 stores in 22 cities including Beijing, Tianjin, Shanghai, Guangzhou and Shenzhen. at bottom a period of moderate, 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 lead focus on how Starbucks store design influence its consumer behaviour in China. In order to get to our goal, first, we will focus on how Starbucks consumer behaviour in China and par it with other countries much(prenominal) 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, specially China, i s well known for its love of tea. Yet Starbucks so excited closely the market in China. The stores are full of good deal most of the term. tho it is clearly a tea drinking ships company. It would be a overmuch longer education process. With an overall population of around 1. 3 billion, salary increase incomes, & increasing in global attitude are viewed precise shining for companies around the world. However, coffee market in China is muted cold behind the hype. 0 percent growth in coffee gross revenue for past 5 years, per capita consumption 1kg per person, fleck 4kg in US. Tea is still number one beverage in China. Comparing China with lacquer, Japan also well known for a tea nation, notwithstanding 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 mother medicinal qualities that coffee doesnt harbour. With China growing economy and middl e class is increasing in size. lay & upper class, which are the consumer of Starbucks, cardinald to be located in study(ip) city (GZ, BJ, & SH).Coffee for younger, wealthier, professional Chinese is waitn as love eating out, associated with westbound lifestyles, associate Starbucks with wealth and status, enjoy sweet tasting foods and beverages, particularly desserts. in that respect are round(prenominal) 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 amidst each types. Inexpensive mixes, such as Nescafe holds nearly half the market share. STARBUCKS IN ground forces Basically, America is a coffee drinking nation.They are use 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 Starbu cks grow has infiltrated almost all(prenominal) part of American society. They have created a new lifestyle for American people. The Starbucks stores dont just sell coffee, they sell an glory. An example is taken from the Starbucks in measure Square in New York City. It is very common to find several(prenominal) college student doing homework late at night around ten oclock.The late hours that most Starbucks stores have is great for business because customers know that there will always be a Starbucks open to sit guttle and have a cup of coffee. Some Starbucks are even open until midnight. The atmosphere is simply contagious. In US, couples of all ages stop by in Starbucks just to sit spate and talk. During the winter, American really like to have a cup of coffee or even hot chocolate to warm up and to sit and chat. Yet Starbucks ran with the idea of the sit down atmosphere and not only applied the concept to the winter time and hot coffee, but they expanded the idea to includ e every season during the year.Now a large part of the Starbucks menu is iced or cold lattes and iced coffees. Moreover, pursuance the interest of people in USA, Starbucks continues to expand and no competition move it. They continue to play a huge role in society. In NYC, especially in Manhattan, you wont walk by more than four blocks without perceive a Starbucks. The stores are everywhere and the perfect sight of them makes you walk into them. comparing BETWEEN STARBUCKS IN USA AND CHINA By their culture themselves, USA and China are different.American use to drink coffee, on the other hand, China is a tea drinking nation. People 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 wouldnt find that. Chinese people prefer to just get some Coco milk tea or Happy Lemon and take it with them while walking. In major cities in China, younger wealthier generation get goi ngs to descend the western culture. They start hanging around in Starbucks with their friend, but more into status winkle oriented.The last point is the level of appreciation on coffee for each country. In America, they will spend a bunch amount of bullion 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 implement different strategy for each of the market. For Starbucks in USA, they should exert 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 galore(postnominal) branches all over the world. In order to keep the standardization of 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 going to learn more about the standardizations which is created by Starbucks and KFC and also their differences. KFC is very famous fast food restaurant 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. Red and White store colour is their trademark in all over the world. KFC also stigmatize their store ambience for family dine in. Coffee it is the first thing that will come to our mind if we heard the name of Starbucks. As KFC, Starbucks also do some standardization on their branches design which one of them is the brown and jet plane colour. They also use the coffee scent to attract their customers.However, in some of Starbucks branches, you can see different store design. Starbucks sometimes try to adapt with the local culture like for example Starbucks in Qian Men. Star bucks Qian Men is development classic Chinese Store design as their main theme, but still keep the green and brown concept of Starbucks. discover 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 figure of modification on some branches. According to www. starbucks. com Starbucks are using design sandboxes concept as their main concept. Concept stores are unique environments created by our designers to explore innovations within the coffeehouse. That sense of exploration is extended to everyone who visits, through periodical coffee and tea cups, artistic events and community gatherings.H owever, 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 goal 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 new-fashioned 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 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. From store design and atmosphere point of view, Starbucks in China is trying to implement sense of winding-clothes and relax to make people like to stay for longer time in which, you c ant find in any KFC branches.