Costa

Coffee Market in China: Trends & Consumer Strategies

A Coffee industry Market Research of a Traditional Tea-Drinking Country

Zhang Nan

Universidad Politécnica de Valencia

Facultad de Administración y Dirección de Empresa

Máster Universitario en Gestión de Empresas, Productos y Servicios

Trabajo Fin de Master (Académico)

Tutor: María del Rosario de Miguel Molina

30 de junio de 2014

Abstract

With the rapid development of China economy, the coffee market is now soaring and

more and more companies are going to join it. To get a clear sight and some ideas of the

market, here comes the paper.

This paper consists of 8 chapters, an overview of International and domestic coffee

market about coffee production and consumption will be given, meanwhile, the status and

development prospects of coffee industry in China are briefly summarized. However,

coffee in China is still a trend more than a habit, people drink it to feel good, but not out

of need. Coffee culture is beginning to be accepted and appeals to the adventurous,

open-minded, young, affluent, urban consumers in cities like Shanghai, Beijing, and

Guangzhou. This paper also gives a deep analysis of Chinese customers’ coffee buying

behavior, consumption values and Chinese coffee culture, which is more like a symbol of

modern and successful lifestyle than the culture created by western people hundreds years

ago. In China, coffee culture represents a young, emerging middle class and their growing

purchase power instead of blends, tastes, and brewing techniques.

With the rising of Chinese people’s living standard and continuously development of

domestic coffee market, it is believed that China, this traditional tea-drinking country

could also becomes one of the world largest coffee consumption countries in future.

Keywords:

behavior.

Coffee industry, Coffee culture, Tea culture, Coffee consumption

Acknowledgements

I would like to express my special appreciation and...