On Consumption Experience and Evaluation of Brand Recognition on Coffee Consumption: a Case Study of Starbucks in Taiwan and 85° Japanese Coffee Shops
Ching Chien Yang1, Chu Paoching2, Shu-Lin Lin3, Muhammad Rofiq4, Oyuntuya Davaanyam5
1Dept. of Tourism and Leisure Management, Chung Chou University of Science and Technology, Changhua County 510, Taiwan, R.O.C.
2Dept. of Creative Fashion Design and Management, Chung Chou University of Science and Technology
3Dept. of International Business Management, Hsiuping University of Science and Technology
4 5 Dept. of Marketing and Logistics Management, Chung Chou University of Science and Technology
（1panasia@dragon.ccut.edu.tw, 2chumike@dragon.ccut.edu.tw)
Abstract:The perceived brand may influence consumersrsquo; behaviors. This study used perceived brand awareness, perceived brand quality, and perceived brand prestige to verify the brand perception may impact on the coffee consumption in Taiwan. Starbucks, the international famous coffee chain store, and 85°C Daily Cafe, the local famous coffee chain store, were compared by investigated their consumersrsquo; opinions and purchasing behaviors.
The result of this study shows that the majority of people in Taiwan perceived brand awareness of Starbucks is one of the main drives of why people visit Starbucks. On the other hand, 85°C Daily Cafe was its perceived brand of quality. The results suggest that brand managers should invest in brand quality and brand awareness to improve market strategies.
Keywords: perceived brand prestige, perceived brand awareness, perceived brand quality, Starbucks, 85°C Daily Cafe
I.INTRODUCTION
According to Taiwan Chain Store Almanac [16], that the improvement of leisure and culture in Taiwan, the number of coffee shops is increasing considerably, proved by the fact that the market share of canned coffee climbed 4.28 percent annually. Taiwan economy is growing rapidly and has numerous brand categories worldwide and an attractive market for global brands. Starbucks has entered Taiwan market in 1998, and they have competition.
Global brands are increasingly recognized by and attractive to buyersrsquo;worldwide [10]. Brands are expanding their borders and expansion seems will be continuing. Consumers have different perceptions of brands [9], [18]. Consumer purchasing behavior is important to understand through brand choices in the field of marketing research [7]. This study leads to gain more insight on consumer perceived brand and purchasing behavior.
This study attempts to examine the brands of coffee chain stores in consumersrsquo; perception, under the theoretical framework of experiential marketing [2], using a sample selected some coffee chain stores in Taiwan: Starbucks and 85°C Daily Cafe. The two major coffee brands provide familiar service such as the same kinds of beverages and cakes. The study objectives include to get more insight on consumer brand preferences and purchasing behavior, and to identify the brand images for these coffee chains stores.
II. LITERATURE REVIEWS
Chain stores are defined as groups of retail outlets, consisted of two units or more, owned by one firm. Each unit usually has similar or identical products or services, designs and layouts, and unified purchases in operation.
85°C Daily Cafe is local coffee chain stores in Taiwan.According to the data of coffee experts, the 100°C hot water will naturally drop slightly after passing through the internal pipeline of the coffee machine, just like the hot water leaving the gas stove. The temperature for brewing coffee is about 90°C to 96 C. For the most suitable coffee, the brewing temperature should be about 85°C. At this temperature, you can taste the balanced taste of sweet, bitter, acid, mellow and so on in coffee. This also represents the spirit that the 85 C brand expects the products to be of the highest quality, delicious and over value to customers, and also expects consumers to consume at 85 C.That provides coffee and baked goods to the consumers [1]. 85°C Daily Cafe is also operating in several countries (e.g., Australia, and U.S.A). That is also a well-known local coffee chain store with a strong brand image in Taiwan. In addition, Starbucks was established in Seattle, USA. It is the worlds leading retailer of specialty coffee, baker and owner of Starbucks brand [15]. In 2006, Starbucks was ranked as the 91st among 100 global brands [8].
A brand is the promise sellers make“to consistently provide the identity of specific product, service and business,” and can deliver six levels of meaning-essence, benefits, values, personality and users-to its buyers. Brands can add values to their products, and is a make-up of psychological and physical elements [14]. The importance of a brand from the psychological viewpoint, pointing out that the major role of brands is to create a distinction and preference for a product or service in the mind of consumers [14].
Global brands typically start as domestic products that companies used to expand their sales base under a market development growth strategy [5]. In other words, they provide their product and services in more than one country [9]. Competitive market environment might affect all kind of brand categories [7]. Many multinational corporations today are altering their portfolios in favor of global brands, believing that consumers worldwide prefer global b
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