Consumer Behavoir

Running Head : CONSUMER BEHAVOIR Starbucks Customization

Starbucks is a reputed coffee brand known for its high quality and coffee flavor . Until recently , Starbucks has been living off with its clustering strategy mostly in US where it is a generic brand name for coffee (Starbucks Website , 2009 . Now that Starbucks has realized the potential in the Asian market , the company is looking to spread the `Starbucks Experience ' across the Asian bs

In most locations , just the brand name of Starbucks would have removed any barriers to entry . However in a market like China

, where the population is still under heavy influence from the tea lovers and the young adults captured by the Nescafe brand , Starbucks need to bring about a change that would take away Nescafe 's 50 market share

One such strategy is the customizing the `localizing ' the product . This means that Starbucks customizes its products according to local settings . For example , Asians have a sweeter tooth than people in the west . So Starbucks can make its coffee sweeter . Also Starbucks offer a wide variety of accessories like customized t-shirts , mugs etc that speak of Chinese culture . Furthermore other offerings from Starbucks can be customized as well to suit customer tastes . When it comes to branding , Starbucks is more of an individual person brand . However since China is a collectivist state , marketing efforts need to change to focus on a family and friends hangout place

One of the other things that Starbucks can do for China and the whole Asian...