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.