Effect on Starbucks Store Design on Consumer Behavior

How Starbucks store design affect its consumer behavior in mainland mainland chinaware. Starbucks Corporation is an the Statesn global burnt umber company, cocoahouse chain stores that adapt 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 China. The first Starbucks opened in Seattle, Washington, on run into 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 person all in ally, 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 expression and continue spread its wing to Hong Kong in May 2000, and Macau in August 2002. Right now thither ar near 500 stores in China, including Mainland China, Taiwan, Hong Kong and Macau.In the Mainlandthe region with the fastest growth, there are oer 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 willing focus on how Starbucks store design influence its consumer behaviour in China. In order to acquire our goal, first, we will focus on how Starbucks consumer behaviour in China and compare it with other countries such(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, particularly China, is well know for its cognize of tea. Yet Starbucks so exc ited around the market in China. The stores are full of nation most of the time. But it is clearly a tea alcohol addiction auberge. It would be a much eternal education process. With an overall population of nigh 1. 3 billion, rising incomes, & increasing in global military strength are viewed very promising for companies around the world. However, coffee market in China is still utmost behind the hype. 0 percent growth in coffee sales for past 5 years, per capita using up 1kg per person, composition 4kg in US. Tea is still number ace beverage in China. Comparing China with Japan, Japan to a fault well known for a tea nation, provided Japanese also love to salute coffee. Coffee marketers still control difficulties in transforming tea drinking nation to coffee drinking nation, because Chinese people believe that tea bewilder medicinal qualities that coffee doesnt have. With China ontogeny economy and middle chassis is increasing in size. Middle & upper class, which a re the consumer of Starbucks, tend to be located in major city (GZ, BJ, & SH).Coffee for younger, wealthier, professional Chinese is soak upn 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 die harder. Because the Chinese not yet appreciate the sagaciousness of coffee and also bottom of the inningnot taste the difference between each types. Inexpensive mixes, such as Nescafe holds closely half the market share. STARBUCKS IN USA Basically, America is a coffee drinking nation.They are utilise to drink coffee in the morning before go to work. Americans endlessly look for coffee during the insure time, or in meeting time. Before Starbucks era, coffee used to so cheap and simple, then Starbucks bring crop up it. The Starbucks culture has infiltrated almost every part of American society. They have created a new lifestyle for American people. The Starbucks stores dont honest sell coffee, they sell an atmosphere. An manakin is canvassn from the Starbucks in Times Square in raw(a) York City. It is very common to find several college student doing homework late at night around ten oclock.The late hours that most Starbucks stores have is great for line of reasoning because customers know that there will always be a Starbucks open to sit down 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 down 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 barely applied the concept to the winter time and hot coffee, but they expand the idea to include every season during the year.Now a large part of the Starb ucks menu is iced or stale lattes and iced coffees. Moreover, obeying the interest of people in USA, Starbucks continues to expand and no competition pursuing it. They continue to play a huge role in society. In NYC, especially in Manhattan, you wont walk by to a greater extent than four blocks without seeing a Starbucks. The stores are everywhere and the mere sight of them makes you walk into them. COMPARISON amidst STARBUCKS IN USA AND CHINA By their culture themselves, USA and China are assorted.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 starts to follow the western culture. They start hanging around in Starbucks with their friend, but more into status show-off oriented.The net point is the level 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 implement 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 constrain the standardization of their branches, they made some characteristic which is very fundamental for every branch to follow as the basic concept of their store. With these standardizations, it is easy f or 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 set their store ambience for family dine in. Coffee it is the first thing that will come to our estimation 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 green 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. Starbucks Qian Men is using classic Chinese Store design as their main the me, but still keep the green and brown concept of Starbucks. Image 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 allowance on some branches. According to www. starbucks. com Starbucks are using design sandboxes concept as their main concept. plan 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 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 ma jor 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 analyse Starbucks in China and U. S. A, we can conclude that Starbucks consumer in China, whose mainly are mainly rising upper-middle class 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 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 chill and relax to make people like to stay for yearner time in which, you cant find in any KFC branches.