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The Influence of Starbucks on Taiwanese's Consumers Culture
The Influence of Starbucks on Taiwanese's Consumers Culture
A Research Proposal
Submitted by
Innes Chang
Submitted to
Dr. Aiden Yeh
Wenzao Ursuline University of Languages
November 5, 2012
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Proposed Research Topic:
The Influence of Starbucks on Taiwanese's Consumers Culture. In this research,
the researcher will analysis the reasons why and how Starbucks affects our life.
“Having a cup of coffee in the morning” sounds like a normal behavior in our daily
lives. Actually, there are several reasons influence our choice when we have a cup of
coffee.
Purposes:
I’m not a “coffeeholic”, but if I can have one cup of coffee from Starbucks every
morning that will be awesome. However, that’s impossible for me! I’m just a normal
student and I can’t afford the price of having coffee in Starbucks every day. This is
one of my reasons why I chose this topic. In an economic recession generation, how
Starbucks can survive in the competitive coffee market? There are lots of coffee shops
with lower prices such as, 85℃, Crown, and Donutes. What business strategies
Starbucks uses that can appeal consumers to spend a twice price for a cup of coffee?
What does Starbucks influence our daily life?
Background:
Starbucks, a well-known international coffee company based in Seattle,
Washington. Now, there are about 60 million visitors a week in 16,000 stores in 54
countries. Also, there were over 100 branches in Taiwan in 2003. In addition,
Starbucks has become the largest coffee chain company and there are more than
200,000 people who represent Starbucks. It has more than 10 billion in annual
revenue. However, Starbucks also had a hard time 2008. Their earning was down 28
percent. After that, Starbucks redrafted their mission statement also having another
staff training of all the staffs, shareholders and other members of Starbucks. At the
customer service part, Starbucks probably is the most popular coffee shop in coffee
industry. Every staff and barista in Starbucks is well trained no matter which
Starbucks they work in around the world. However, the customer service part is just
one of the main reasons that make Taiwanese people crazy about Starbucks. The
brand image, atmosphere, and trend of the whole society are the key points to change
customers’ coffee drinking habit.
Scope:
The research will take place in Taiwan. There will be 50 people who have bought
product of Starbucks being asked for an online survey.
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Theoretical framework:
The contents of the research included the theory of consumer culture, the history
of Starbucks and the coffee industry in Taiwan, the business strategies of Starbucks
and the analysis of the whole coffee industry by other experts.
Method:
I will make a questionnaire for Taiwanese people who are at different ages and
have bought the Starbucks product. I will do the online survey questionnaire by
Google Docs. The questionnaire includes some basic personal information about, sex,
age and wage. Also, the frequency of drinking coffee, the brand image of Starbucks,
the reason of choosing Starbucks and the change of consumer habit will in the survey.
Then, I will combine the relevant theory and the result of my survey to my report.
Limitations:
It is difficult to finish this paper perfectly in a limited time since I do not have
enough time to go through all the literature I found. Therefore, the time limitation will
influence my paper.
References:
Meg, C. (2009). Coffee becoming king of beverages. Taiwan Today. Retrieved from
http://taiwantoday.tw/ct.asp?xItem=47956&CtNode=429
Schultz, H & Yang, D.J. (2001). USA & Canada: Hyperion. Pour your heart into it:
how Starbucks built a company one cup at a time.
陳廣. (2007). 我家不只賣咖啡. 台灣: 海洋文化 (Transl. into English: Guang,
C.We don’t only sell coffee. Taiwan: Ocean Culture CO.,Ltd)
Morton, M. (2006). Starbucks Case Study: Great Customer. Relations+GoodCoffee.
Retrieved from
http://marketingmonster.wordpress.com/2006/04/28/starbucks-case-study-great-custo
mer-relations-good-coffee-success/
Dirk, H. Definition of consumer culture. Retrieved from
http://www.ehow.com/about_6559316_definition-consumer-culture.html