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Chinese consumer perceived on experiential marketing approach used by Starbucks
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT, Division of Business Administration.
2015 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this study is to master Chinese consumers' perceived on experiential marketing approach used by Starbucks so as to find opportunities to provide them better experiences.

This study conducted a quantitative approach by addressed a questionnaire survey. The questionnaire was distributed in Shanghai, China. The questions about the customer's attitudes towards experiential marketing are measured with the five-point Likert-type rating scale. All of the data collected was analyzed by SPSS Statistics 21.

The findings shows that the Chinese consumers in Shanghai are satisfied with service which Starbucks provided, but not their communication with customers. In addition, the quality of products is not a main consideration of consumers. Most of the time, experiential marketing strategy concerned customer experience which involves consumers' sense through personal value and meaningful connection. Starbucks carefully considered, understood and delivered this to its consumers with customization in their every sense aspect.

Findings are limited to Chinese consumers' perception towards the food and beverage industry in Shanghai. The outcomes of this research can advance the body of knowledge of experience and experiential marketing, and it is also a good reference for Starbucks future development in China. The results will help managers improve their understanding of consumers' experiences and further develop effective marketing strategies.

Place, publisher, year, edition, pages
2015. , 65 p.
Keyword [en]
Experiential marketing, customer experience, consumer sense perception, customer satisfaction
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-7816Local ID: EXD951OAI: oai:DiVA.org:hv-7816DiVA: diva2:843360
Subject / course
Business administration
Educational program
International Business
Supervisors
Examiners
Available from: 2015-08-17 Created: 2015-07-28 Last updated: 2015-09-15Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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  • asciidoc
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