A Comparison of Chinese and British Consumers’ Attitudes Towards the Starbucks Brand in Newcastle

INTO NEWCASTLE UNIVERSITY

PRE-SESSIONAL PROGRAMME 2012

RESEARCH PROJECT FINAL DRAFT

Project title: A Comparison of Chinese and British Consumers’ Attitudes towards the Starbucks Brand in Newcastle

Word count: 1586

Student details

First name: Qiuxian

Family name: Han

Nick-name: Sophi

Student number: 120012556

Group: PSP119

Acknowledgements

I would like to express my gratitude to all those who gave me the help to complete this thesis. I want to thank Patrick Macdonald for encouraging me to do this thesis in the first instance, to do the necessary research work and to use library resources. I have furthermore to thank his input and feedback throughout the preparation and writing of this project.

Abstract

‘It has been widely believed that measuring attitudes and beliefs will enable marketers to predict consumers’ choices’ (Foxall et al. 2007). To a great extent, consumers’ brand choices will destine the success of a brand. Additionally Starbucks is one of the successful coffee houses in the world (Keller 2008). This paper therefore attempts to compare the Chinese and British adults’ attitudes towards the Starbucks brand in Newcastle. This project collected answers from twenty consumers (10 Chinese and 10 British) who would like to purchase in Starbucks. The same questionnaires were complicated by the consumers. The significant results described that the majority of consumers prefer branded coffee houses because the quality, atmosphere and the service. Moreover, the differences were that Chinese consumers focus more on the brand and position of a coffee house while British individuals paid more attention on the price. Furthermore, the research in the future should address the different effects of various cultural backgrounds on consumers’ attitude to branded stores.

Contents

Acknowledgements 2

Abstract 3

Index of Tables and Figures 5

Introduction 6

Methodology 8

Results 10

Discussion 16

Conclusion 18

List...