The Taiwanese coffee consumers: Understanding culture affects consumers perception toward Starbucks. Presenter: Chi-Che Yuri Liang Instructor: Dr. Pi-Ying Teresa Hsu Date: Dec . 29 , 2008
<ul><li>Summary </li></ul><ul><li>why it needs to be done </li></ul><ul><li>introduction </li></ul><ul><li>method s </li></ul><ul><li>Research plan </li></ul><ul><li>Questionnaire </li></ul>
Summary <ul><li>Starbucks is a western brand, and from these years Starbucks opened several shops in Taiwan, some of them are fascinating, however, still parts of them were closed due to the less profit made. </li></ul>
why it needs to be done <ul><li>S ome new ideas for Starbucks to think as a suggestion. </li></ul><ul><li>how a product is be able to promote and be accepted by the public may be examined from the culture aspect </li></ul>
introduction <ul><li>A manager working in Starbucks used to talk about their main customers group, </li></ul><ul><li>In this case, the price consideration is the first question, if we can modify the price strategy, I believe this will excite more clients to buy Starbucks coffee. </li></ul>"our main customers group aims at those people who is an adult and be curious and willing to take the risk."
M ethod s What is the acceptable price for buyers will the expected price from buyers be reasonable for Starbucks BUYER side: Do the pilot study first to indicate whether the questionnaire is okay to examine the results I need SLR side: Try to meet with some staffs in Starbucks and provide the result of questionnaire to them
Research plan R ead lots of literature to find out the theories which arerelated to human behaviors toward their purchasing motivations Decide the research topic and think about what is the current problem and how to solve it. Do the pilot study by the questionnaire to see if the questionnaire is ready to deliver Collect the survey and run the result with the computer program Meet with the staff in Starbucks to discuss about the results from computers and give the suggestion
Questionnaire for customers 1. Your ages 2.Your occupation 3.Your gender 4.Your income 5.Your favorite Starbucks coffee 6.You think Starbucks price is reasonable or not, if no, then, how much shall be? 7.How many times you go to Starbucks per week? 8. Why Starbucks attracts you? 9.When you go to Starbucks, you prefer to go or to stay? 10.How do you feel about Starbucks spirit? 11.When you go to Starbucks, what do you like the most?