University of Mississippi University of Mississippi

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Honors Theses Honors College (Sally McDonnell Barksdale Honors College)

2016

Cultural Implications of Starbucks Consumption in China: Why do Cultural Implications of Starbucks Consumption in China: Why do

Chinese Have a Latte on their Mind? Chinese Have a Latte on their Mind?

Garrett Hersh University of Mississippi. Sally McDonnell Barksdale Honors College

Follow this and additional works at: https://egrove.olemiss.edu/hon_thesis

Part of the Sociology Commons

Recommended Citation Recommended Citation Hersh, Garrett, "Cultural Implications of Starbucks Consumption in China: Why do Chinese Have a Latte on their Mind?" (2016). Honors Theses. 1250. https://egrove.olemiss.edu/hon_thesis/1250

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“CULTURALIMPLICATIONSOFSTARBUCKSCONSUMPTIONINCHINA:WHYDOCHINESEHAVEALATTEONTHEIRMIND?”

©2016ByGarrettHersh

AthesispresentedinpartialfulfillmentoftherequirementsforcompletionOftheBachelorofArtsdegreeinInternationalStudies

CroftInstituteforInternationalStudiesSallyMcDonnellBarksdaleHonorsCollege

TheUniversityofMississippi

University,MississippiMay2016

Approved:

________________________Advisor:Dr.EliseLake

________________________

Reader:Dr.KeesGispen

________________________Reader:Dr.ShineChoi

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© 2016 Garrett James Hersh

ALL RIGHTS RESERVED

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ABSTRACT

The aim of this thesis was gain a more comprehensive understanding concerning the

Chinese consumers understanding of coffee and Starbucks in China as a luxury good.

Considering China’s recent history, as well as the introduction of a capitalist, consumer economy,

examining the Chinese consumers’ consumption pattern of this foreign, arguably luxury, good, is

reflective of Chinese consumer ideals. A literature review analyzing the relationship between

Chinese consumer ideals and the introduction of global consumerism, in addition to a set of

interviews and surveys were conducted in attempts to understand the current Chinese

consumption patterns of Starbucks coffee. After conducting the interviews and surveys it was

concluded that Chinese consumers consume Starbucks coffee for the following reasons: they

view coffee as an authentic Western product that reflects the characteristics of their ideal identity,

that the consumption of coffee serves as a means to represent themselves as members of a higher

class, and that Chinese consumers use this space as a “third place” – one that exists between the

home place and workplace.

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TABLEOFCONTENTS

ChapterandTopic PageI.Introduction 3 WhyFood? 7 WhyCoffee? 8 WhyStarbucks? 10 StructureofThesis 14 II.LiteratureReview 16 SocialSciencesandanExplorationofFood 17 Confucianismand“Mianzi”inChineseConsumerism 19 GlobalizationandConsumption 20 ChinaandGlobalConsumerism 24 LuxuryGoodsinChina 25 IsCoffeeaLuxuryGood? 28 TheParadoxofAuthenticity 29 Localise 31 WesternFood:anImaginedCuisine 32 Food,Globalization,andConsumption 33III.Methodology 36 Sample 36 Instrument 36 Procedure 37 InstitutionalReviewBoard(IRB) 39 IV.Findings 40 ConsumerMotives 40 -Functional 40 -Emotional 41 -Aspirational 42 ConsumingThemes 43 -Aspiration 43 -ThirdPlace 44 -PettyBourgeois 47 -AuthenticallyWestern 48 V.DiscussionandImplications 50 VI.Bibliography 54 VII.Appendix 61 Questionnaire:Englishversion 61 Questionnaire:Chineseversion 66

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I.Introduction InthepastdecadethepopularityofcoffeeinChinahasexperiencedsignificant

growthbothintermofproductionandconsumption.Accordingtodatacollectedbythe

FoodandAgricultureOrganization(FOA)ina2015study,theproductionofcoffeeinChina

hasgrownimmensely,roughlydoublinginsizeeveryfiveyearsoverthelasttwodecades

(Gennari,2015).A2015reportbytheUnitedStatesDepartmentofAgriculture(USDA)

estimatedcurrentcoffeeconsumptioninChinaatapproximately120,00metrictons,

doubleofwhatitwasthreeyearagoandhavinggrownatanaveragerateof16%annually

overthepastfiveyears(USDA,2015;ICO,2015).BycomparisontheUnitedStates

consumed641,660metrictonsofcoffeein2015,butoverthepastfiveyearscoffee

consumptionhasstagnated,seeinglittlegrowth(USDA,2015).Inthespanof10years,

coffeesaleshavemorethandoubledinChina,increasingfrom1billionUSDin2005to2.4

billionin2015,withtheprojectedvalueofcoffeesalestogrow11percentby2019,

reaching3.65billionUSD(ChinaFoodandDrinkReport2013;2016).Thesedatahelp

illustratethephenomenonofChinesecoffeeconsumptioninrecentyears.

Firstintroducedinthelate1800sbyWesternmissionaries,coffeewaswidely

consideredbymanyasabeveragetoaccommodateforeigndignitariesresidinginChinaat

thetime(Shao,2012).Itwouldnotbeuntilthemid1980s,followingChina’seconomic

reformsofthelate1970s,thatChineseconsumerswouldadoptcoffeedrinkingpracticesas

multinationalcorporationsbegantoreintroducedcoffee.Nestlé,aSwisscompany,wasthe

firstmultinationcoffeebrandtoenterChinaandplayedaprimaryroleineducating

Chineseconsumersaboutthetasteandculturethatsurroundedcoffee.Primarily

marketingcoffeeininstantform,thecompanytargetedbusyofficeworkersasacheap,

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readilyavailablebeveragethatprovidedacaffeineboostfortiredworkers.Perceptionsof

coffeewouldremainunchangeduntiltheintroductionofStarbucksinthelate1990s.

OpeningitsfirststoreinBeijingin1999,StarbucksbegantoquestionChineseconsumers

oldimpressionsofcoffee,offeringnewvarietiesofcoffeestylesandflavorslocalizedto

Chinesetastes.DespiteitslateentranceintotheChinesemarket,Starbuckswasableto

solidifyitselfasacorporationsellinganauthenticforeignproductthatembodiedthe

lifestyleofthemodern,affluentclass(Bantiwalu&Demisse,2011).Byemphasizingthe

notionofindividualexperienceanda‘thirdspace’foritsconsumers,Starbuckswitnessed

dramaticgrowthassalesinChinaincreased800%overitsfirstdecade(Moore,2006;

Bantiwalu&Demisse,2011).Sinceopeningitsfirststorethecorporationhasopened1,900

outletsthroughoutthecountryinmorethan99citiesandisplanningonopening500new

storesinChinaeveryyearforthenextfiveyears,doublingtheamountofstoresoperatedin

thecountryandbecomingStarbucks’slargestmarketworldwide(Burkitt,2016).Atthe

timeofitsintroductionitwasdifficulttopredicthowChineseconsumerswouldreceivethe

culturalimagesofaforeigncorporationsuchasStarbucks,butasthecompanystatedonits

website,Starbucks’“inspirational,progressive,professionalandintellectualimagehas

beenwidelyacceptedbyavarietyoftheChinesecustomersincluding,butnotlimitedto,a

risingupper-middleclass‘modernChinese’,whitecollarworkers,collegestudents,etc.”

(StarbucksChina,2011citedinZhang,2012).Strategicallylocatedinproximitytodensely

populatedurbancenters,famoustouristsattractions,businessdistricts,andshopping

centers,Starbuckshaspresenteditselfasabrandsynonymouswithaffluencyandnota

beveragethatcanbeaffordedbyall(Pons,Jin&Puel,2007).At20RMB(3.10USD)the

priceofamedium(grande)cupoffreshlybrewedblackcoffeeinChinawouldbehigh,

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consideringtheaveragepercapitaincomeofChineseconsumers.Accordingtodata

acquiredfromtheWorldBank,in2014,China’sgrossnationincome(GNI)percapitawas

13,170USD,comparedtotheUnitedState’s55,900USD.Thus,theconsumptionof

StarbuckscoffeeformanyChineseisanindulgence,especiallyinasocietyinwhichtea,the

mostconsumedbeverage,ismorereadilyavailableandeconomical.

SubsequenttotheintroductionofStarbucksinChinaanewcoffeeculturewas

created.Chineseconsumersquicklybegantodifferentiatebetweeninstantcoffeeand

Starbuckscoffee.Previousimagesofcoffeeassociatedtheproductwithidealsof

productivity,featuringhard-workingprofessionalsdrinkingcoffeethroughouttheir

workday.Starbucks’sinfiltrationintoChinahasalteredconsumers’perceptionofcoffee,

associatingtheirproductasaluxurygoodresultinginaculturalphenomenonof

contemporaryChinesesociety(Zhang,2012).Industryexpertshavepredictedthatifthe

marketgrowthofcoffeecontinuestogrowatitscurrentpace,itisincreasinglylikelythat

coffeewillbecomeanintegralpartofChineseculturewithinthenextfewdecades.In

retrospect,theburgeoningcoffeeculturehastakenaconsiderableamountoftimeto

becomethepresencethatweseetoday.Untiltheearly1980smanyChinesepeoplehadnot

evenheardofcoffee,letaloneencounteredit.Andyet,insuchashortamountoftime

StarbuckshasachievedanomnipresentstatusthroughoutmuchofdevelopingChina.

Despitehighcostsandcheaperalternatives,theconsumptionofStarbuckscoffeecontinues

toriseasthecompanyprojectsincreasedgrowthandexpansion.Manyattributethisto

Starbucks’sabilitytolocalizeitselfintheforeigncultures,emphasizinglargersittingareas

toaccommodatemorecustomersandencouragingcustomerstostaylonger,modifyingand

tailoringproductstomatchChinesetastes,inadditiontomarketingtheirproductsto

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appearsophisticated,Western,and“cool.”MuchofChineseconsumers’knowledgeof

coffeehaslargelyinfluencedbyfilmandmedia,andlessbytheproductitself.Drinking

coffeehasbecomeapracticethatmanyChineseconsumershopetocultivateatastefordue

toitsperceivedassociationwithasophisticated,cosmopolitanWesternlifestyle.Evenearly

on,localindependentcoffeeshopsgainedtractioninthemarketdespitetheirinferior

coffeequalityasaresultofChina’sgrowinginfatuationwithWesternculture.Coffeeshops

todayhaveincreasinglybecomepartofChinesepopularculture,beingassociatedwitha

cosmopolitansocialretreatforaffluentChineseurbanites.Starbucksofferstheultimate

Westernexperience,byprovidingatrendy,comfortableatmosphereforChinese

consumerstoordergourmetcoffeedrinksthatareassociatedwithaforeign,Western

cultureandhasarguablydevelopedintoastatementofprestigeandaffluence.As

consumptionhasbecomemoreimportanttotheChinese,howtheyperceiveStarbucksand

whytheychoosetoconsumeitisreflectiveoftheirnewlydevelopedculturalidentityinthe

presenceofglobalinfluence.

ThoughpreviousliteratureconcerningcoffeecultureinAsiancountriesexists,few

focusonChina,consumerperceptions,andwhathasinfluencedtheseperceptions.The

constructionofChina’snewcoffeecultureprovidesaninterestingcasestudyasthe

productionofthisnewculturalrepresentationandidentityisfoundedonadominant,

preexistingculturethatsuggestscontradictoryculturalmessages.Thus,theaimofthis

studyistocontributetopreexistingliteraturebyexaminingcoffeeculturefromaChinese

perspectiveandexploringhowChineseconsumersassociatethemselveswithStarbucks’

coffeecultureinhopestounderstandtheconnectionbetweenculturalrepresentationsand

consumers’interpretations.

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Beforeaddressingthoseissues,Ibelieveitisimportantfirsttoaddressseveral

questionsthatbothmypeersandresearchparticipantshavecontinuouslyinquiredabout

regardingmyresearch.

WhyFood?

“Tellmewhatyoueat,andIwilltellyouwhatyouare”

"Thedestinyofnationsdependsonthemannerinwhichtheyfeedthemselves.”

-JeanAnthelmeBrillat-Savarin,ThePhysiologyofTaste

Whatweeatisanexpressionofwhoweareandwherewecomefrom.Onecannot

hopetounderstandtheenvironment,health,economics,orpoliticswithoutunderstanding

howwefeedourselvesandhowweorganizeourfoodsystems.Foodisfundamental.Andin

thepastcenturyalone,ithaschangedmoredramaticallythanintheprevioustenthousand

years.Foodiscentraltothequestionofwhatourrelationshiptonatureis,aswellasour

relationshiptooneanother.Food,whichis,ofcourse,anecessitytolife,aswellasthe

largestportionoftheeconomy(Murray,2007),isoneofthegreatkeystounlockingthe

waytheworldworksandwhoweare.Foodisnotsimplyaboutsustenanceandnutrients,

butitisembeddedinallfacetsofsociety.AsstatedbyMarkBittman,Americanfood

journalist,author,andcolumnistinTheNewYorkTimes,“theissuesthatconfrontmost

Americansdirectlyareincome,food(thereby,agriculture),healthandclimatechange.

Theseareallrelated:Youcan’taddressclimatechangewithoutfixingagriculture,youcan’t

fixhealthwithoutimprovingdiet,youcan’timprovedietwithoutaddressingincome,and

soon.Theproduction,marketingandconsumptionoffoodiskeytonearlyeverything”

(Bittman,2015).

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Anthropologists,sociologists,andhistorianshavebecomeincreasinglyawarethat

thestudyoffoodandcultureismorethananinvestigationintohowindividualsmeettheir

basicbiologicalneeds;rather,foodconsumptionissignificantlyinvolvedinthe

constructionofmeaningandidentity(Ritzer,2008;Pollan,2006;Belasco,2008;Lakeand

Oh,2007).Whatoneeats,whoitiseatenwith,andhowitiseaten,whetherconsciouslyor

not,communicatesagreatdealaboutsocialrelationships.Foodisauniversalmedium

throughwhichidentityisexpressedasitprovidesameanstounderstandingthehuman

condition,asitisubiquitous,necessaryandconstant.Whatweeatbecomesanexpression

ofwhoweare,wherewecomefrom,andwhatweaspiretobe.Italsohasgreater

implicationsforhowsocietiesform,politicsbecomestructured,andhowtheeconomy

operates.Foodandeatingunequivocallyintertwineuswiththelivesofothers.Food

definesrelationships.Whatwechoosetoeatconnectsustotheworldinverycomplex

ways.Asglobalizationcompressestheveryfabricofourglobalsociety,ourchoicesinwhat

weconsumeimplicateusinasystemofglobalrelationships.Thus,ourunderstandingof

food,howweassociateourselveswithit,andperhapsmoreimportantly,howandwhywe

consumeithasbecomeanimportantconversationtohaveasitnotonlyinformsusabout

ourselvesandeachother,butultimatelydefinesourfuture.

WhyCoffee?

Coffee’spopularityisaphenomenonthatisnotuniquetoChina.Evensubsequentto

therecenteconomicrecession,evidencesuggeststhatlittleimpacthasbeenmadeonlevels

ofcoffeeconsumptionasconsumptionratescontinuetogrowworldwide(ICO,2012).In

hernovelCoffeeCulture:LocalExperiences,GlobalConnections,Americaanthropologist

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CatherineTuckerexploreshowcoffeehasachievedanomnipresenceineverydaylife,

examiningthesocialandculturaldimensionsthathaveattributedtoitsglobalpopularity.

Tuckerdefineshercoreconceptofcoffeecultureas“theideas,practices,technology,

meanings,andassociationsregardingcoffee”,proposingthatcoffee’ssuccessislargelydue

toitsassociationwithparticularsocialvaluesandmeaningssharedamongstpeoplefrom

differentsocialstatus(Tucker,7).Sheconcludesthat“thedailyconsumptionofcoffee

impliessocialvaluesandreproducessome‘cool’associationsthatareefficientlymarketed

inthemassmediaandplannedinhigh-scaleadvertisements”,allowingindividualsto

expresstheiridentity,socialstatus,andculturalvaluesthroughtheconsumptionofcoffee

(Laberge,2013;Tucker,2011).AsAppadurai(1990)illustrateddecadesago,allsocieties

andculturesofthecontemporaryworldarelinkedtooneothersimultaneouslyalong

multidimensionalflowsofinfluence.Thisisapparentwhenexaminingcoffee,asthrough

ourconsumptionofcoffee“weareintimatelytiedtoaglobaleconomicsystemthathas

evolvedoverhalfamillennium”(Tucker,2).Thoughthepracticeofdrinkingcoffeehas

garneredacommonlyacceptedglobalunderstanding,theculturalconnotationitadopts

varieswhenexaminedwithlocalexperiences(Tucker,2011).Whatsymbolicmeaningsand

connotationsconsumersformsurroundingcoffeeandcoffeeculturedifferssignificantly

fromonecountrytoanother.IntheUSforexample,acountryinwhich83percentofadults

consumecoffee,theproliferationofspecialtycoffeehighlightsthecomplexrelationship

betweenclassandfoodconsumptionthatprovidesameansforreimaginingclass(Fernau,

2013;Roseberry,1998).InChina,anincreasedavailabilityofconsumergoodshas

accompaniedChina’sdramaticeconomicgrowth,encouragingconsumerstopursuenew

identitiesthroughmassconsumption(Wu,1999;Croll,2006;Elfick,2011).Asdifferences

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inclassandthetasteofsocialelitesarehighlyinfluentialinconsumers’decision-making

process,understandingcoffeeconsumptionhabitscanhelptoillustratehowtheChinese

perceiveforeigncultures(Bourdieu,1984).

Ifweexaminecoffeeclosely,wecanseemuchmorethanjustbeans.Coffee,much

likeallmattersinthefieldofsociology,iscomplicated.Butthroughacloserexaminationof

anyproduct,thereexistlevelsofinter-connectivityandrelationshipsthatallowan

individualtounderstandhisorherlivedexperienceswithinthelargerhistoricalandsocial

contextthatheorsheinhabits.

WhyStarbucks?

“WhydoyouwanttoexamineStarbucks?”isperhapsthequestionIgetaskedmost

often.Explainingthesignificanceofexaminingthiscorporationinanycountryisadaunting

taskandChinaisnoexception.Furthermore,torelatethissignificancetoanyindividual

whodoesnotunderstandChina’sculturalintricacieshasproventobemoredifficult.Thus,

Ibelievethat,inordertounderstandtheimplicationsofStarbucks,itisbeneficialfirstto

examineStarbucksasitrelatestotheUS,astheexaminationofStarbucksintheUnited

StatesanditsconsumersillustrateshowthecontemporaryidealsoftheAmerican

consumermanifestthemselvesinourdailycupofjoe.

Toprefacemythoughtsonthisissue,Ibelieveitisnecessarytofirstintroducethree

premisesconcerningthemodernconsumereconomyandthreeprimaryincentivesthat

encourageconsumerconsumptionpatternsthathelpillustratethesignificanceof

examiningtheconsumptionStarbucks.First,whatwebuyhasmeaning(Baudrillard,1997;

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Zukin,2004).Aroughformofdemocracy,ourconsumptionofgoodsisgenerallyreflective

ofourindividualidentity,aswhatwechoosetopurchaseisdirectlyrelatedtoourneeds

andwants.Secondly,purchasinghasbecomeaprocessthatisincreasinglyimportantinthe

lifestyleasourlandscapes,lives,andpoliticsareorganizedaroundanddrivenby

consumption(Veblen,1934;Ritzer,2008).Eveninstitutions,universitiesthemselvesthat

holditselfabovemarketinterest,haveadoptedthemodelofconsumption,providingthe

studentsoftodaywithaconsumptionmodelofeducationthatelicitstheideologythat"I

paidthismuch,soyoushouldgivemethisdegree.”Andfinally,thespreadofconsumption

hasbeenlargelyaidedbytheretreatofthepublic(Boggs,1997).Inotherwords,asclose-

kitcommunitiesandfamilieshavebecomemoredispersed,andasreligiouslifehasbecome

moreattenuated,buyinghasfacilitatedameanstofillthose“gaps”(Boggs,1997).

Consuminghasfilledandoccupiedthespacesthatusedtoexits,allowingitinmanyways

toemulatethoseinstitutions.

Frommyownobservationsthereareseveralmotivesthatencourageconsumption:

function,emotion,andaspiration.First,function–anindividualbuysaproductbecausehe

orsheneedsit;thisisthemostbasiccauseofthepurchaseofconsumergoods.Second,

emotion–onemayalsopurchaseaproductbecauseofitsabilitytomakeonefeelbetter.

Howoftenhaveyoutreatedyourselffordoingsomethinggood,ortobrightenyourday,

throughmeansofpurchasinggoodsorservices?Finallyaspiration,perhapsthemost

relevantdimension,ishowweconsumegoodsbasedontheirperceivedabilitiestoelevate

ourindividualstatus.ThisrelatestoAmericaneconomistandsociologistThorstein

Veblen’sconceptofconspicuousconsumption,inwhichconsumerspurchaseexpensive

goodstodisplaywealthandprosperityasopposedtosimplycoveringthenecessaryneeds

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ofconsumer.Thesepurchasesareformsofself-representationthatprovidethemeansto

createaself-imageofourchoosingandconstructdistinctionsamongothers.

FromafunctionalperspectivewhatmanyconsumerspurchaseStarbuckscoffeefor

iscaffeine.Asourday-to-dayliveshavebecomeincreasinglybusy,caffeineoffersa

relativelycheapandeasymeanstoprovidethenecessaryenergyneededtomakeit

throughtheday.Butascoffeeisareadilyavailableproductthatcaneasilybefoundat

manyfoodestablishments,suchasMcDonald’sorDunkinDonuts,whyareconsumers

continuingtopaymoreforthecoffeeatestablishmentsuchasStarbucksforcoffeeiftheir

primaryconcerniscaffeineconsumption?Iarguethatthisislargelyduetoseveralkey

factors,thefirstofwhichbeingthelevelsofcaffeineinStarbuckscoffee.Accordingto

recentstudies,Starbucksdripcoffee(regular,blackcoffee)containstwicethelevelsof

caffeineascomparedtocoffeefromestablishmentssuchasDunkinDonutsandMcDonalds

(Gentile,2015).Caffeinelevelsarenotaccidental;itisveryeasytomanipulatethelevelsof

caffeineincoffeebygrindingthecoffeefinerandusinglesswater.ArguablyStarbuckshas

deliberatelycreatedahighly-caffeinatedcupofcoffeewiththeintenttoelicitmoresales

fromcustomersaccustomedtoelevatedlevelsofcaffeineintheircoffee.WhatStarbucks

hasdiscovered,muchlikecigarettecompaniesdid,isthatifyousellanaddictiveproduct,

peoplehavetocomeback.

Starbuckshasalsoalteredthecontemporaryconsumer’sperceptionofcoffee.Prior

toStarbucks,coffeewasessentiallyanindustrialproduct.ButsubsequenttoStarbucks’s

introductionintotheAmericanmarket,someconsumersquicklybecamedissatisfiedwith

theblackcoffeeofferedbymostestablishmentsanddesiredthemultitudeofespresso-

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basedbeveragesthatStarbucksoffered.ThissuggeststhatconsumerspreferStarbucks

coffeefortaste,astheproductsStarbucksoffersarevastlydifferentfromitscompetitors.

Butwithrecent(2010)reincarnationsofcompetitors’coffeeamenities,suchMcDonald’s

McCafé,evenStarbucks’sreimaginedcoffeeisaccessibletomostconsumers.Eveninblind

tastetests,McDonald’scoffeeisfrequentlypreferredamongconsumers,whichsuggests

thatitisnotjustaboutthetaste.WhythenareAmericanscontinuingtobuyStarbucks

coffee?WhatsomehavesuggestedisthatforAmericanstheconsumptionofStarbucksmay

beaformofself-presentation,andwhatwearepayingforisaperformanceofclass(Simon,

2009;Novak,2007).Weliveinasocietythatemphasizestheimportanceofmaking

distinctionthroughconsumption,resultinginaprocessofemulationthatdrivesuseof

consumergoods(Veblen,1934;Bourdieu,1984;Baudrillard,1997).

InhisbookEverythingbuttheCoffee:LearningaboutAmericafromStarbucks,

AmericansociologistBryantSimonexaminesincreasinglyprivatizedconsumerismina

societynolongerconcernedwithnecessity,arguingthat“thepullbackofcommunity,the

state,andotherbindingagentsallowedbrandslikeStarbuckstosellmoregoodsand

garnergreaterprofitsbyreachingdeeperintoourlivesandconsciousnessandclaiming

spacesthatcivicinstitutions,includingthegovernment,hadoccupiedinthepast”(Simon,

4).SimonemphasizesthatasacorporationStarbucksmarketsindividuality,predictability,

andcommunityasculturalprestige,offeringconsumerstheopportunitytofulfilltheir

desiresanddefinethemselvesinrelationtoothersthroughtheirpurchases.Simonwrites,

“Don’thaveenoughcommunity?Starbuckswillmanufacturesomeforyou.Havingabadday?

Starbuckswillpickyouupandbeyourfriend,too.Wishthatourforeignpolicyhelpedoutthepoor

andthatpeoplearoundtheworld—especiallyafter9/11—likedusbetter?Starbuckscandothatas

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well.WhoneedsgovernmentorpartisanpoliticswhenthereisStarbucks?Starbuckscancleanupthe

environment,engineerdiversity,and,forafinishingtouch,splashupourliveswithalittleart”

(Simon,13).

Simon’sresearchconfirmsthatasconsumerswewillpaythepremiumto“feelbetterabout

ourselvesandthestateoftheworld”(Simon,219).

Starbucksismorethanjustcoffee.Itrepresentshowasconsumerswe

subconsciouslyvalueproductsandhowthosevaluesreflectwhoweare.Ourassociations

withfoodareamanifestationofhowweperceivetheworldandhowwewanttheworldto

perceiveus.Itisfortheseveryreasonsthatitisimperativetocontinueourdiscussion

concerningfood,andtherelationshipsthatimpactandinfluencesourfuture.

StructureoftheThesis

Chaptertwoprovidesanoverviewofmyfieldofresearch.Idiscussprevious

researchonsociologyandfood,examiningcoffeeconsumptioninChinaasitrelatesto

socialidentity.ThenIwilldiscussglobalizationandconsumptionbothgenerallyandas

theyrelatetoChina,furtherinvestigatinghowconsumptionisaprocessthatreflects

identity.Iwilldiscussluxurygoods,definingwhattheyareandhowtheyareperceivedin

China,followedbyaconsiderationofwhethercoffeecanbeconsideredaluxurygood.Then

IwilldiscussWesterncuisineinChina,particularlyhowithasbeenperceived,whythatis,

andwhathasresultedbecauseofit.FinallyIwillconcludethechapterbyspecifyingmy

researchquestionsandmotivesforthisthesis.InchapterthreeIwilldescribethe

methodologyanddesignofmyresearch,detailingmyinstrument,sample,andlimitations

oftheresearch.Thefourthchapterwilldiscussthefindingsofmyresearch,highlighting

severalkeythemesandmotivesthatemergedwhileconductinginterviews.Thefinal

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chaptersummarizesthemainfindingsofthethesis,anddiscussesChineseconsumers’

relationshipwithStarbucksandcoffeeastheyrelatetotheirformationofsocialidentity.

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II.LiteratureReview

Subsequenttoeconomicreformsinthelate1970s,Chinahasexperienceda

substantialriseinitsmiddleclassinadditiontoaninfluxofglobalconsumerismideals.

Thisrising,affluentmiddleclassinurbanChinaandtheWestern/globalideastowhich

consumershavebeenexposedareactivelyshapingtheideaofWesternfoodculturein

China.Myresearchseekstoexploretherelationshipbetweenfood,globalizationand

consumptionbyinvestigatinghowChinesepeopleconstructtheconceptofWesternfood,

specificallyStarbuckscoffee,inChinathroughconsumers’explorationsandinterpretations

ofWesternfood.

Asfortheideasof"Western"or"Westerncountries,”thesetermsmightseemover-

generalized;however,theseconceptsarebasedonasharedculturalunderstandingofwhat

"theWest"or"Western"referencesareinChina.EuropeandNorthAmericaare

understoodas"theWest,"andthus,EuropeansandAmericansarenamed"Westerners”

(Lu,2013).ThisgeneralizationreflectsofhowmanyChinesepeoplevaguelyperceivethe

worldasbeingdividedintoEastandWest;andtheirlackofknowledgeofhowdiversethe

culturesofthe"Westerncountries"canbe.Thus,Chineseconsumersoftentakeforgranted

thatwhattheyfindinWesternrestaurantsisauthenticWesternfood,withoutrecognizing

howvariedWesternfoodreallyis.

SocialScienceandanExplorationofFood

Therehavebeenmanyanthropologicalandsociologicalstudiesoffoodandeating

culturesthathavehighlightedtheimpactofglobalizationandindustrializationonlocal

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foodculture.AnthropologistSidneyMintz(1985)tracedthehistoryofsugarconsumption

inmodernEuropetoillustratehowtheincreaseinsugarsupply,adirectresultof

industrializationandglobalization,effectivelychangedtheeatinghabitsofmanypeoplein

Europe.Similarstudiesconcerningglobalizationandculturalidentitieshavealsobeen

conductedregardingWesterncuisineinChinaorotherAsiannations.Several

anthropologicalstudiesofMcDonald'sinEastAsia,appearinJamesWatson’sbookGolden

ArchesEast(Watson1997).ThesepioneeringstudiesexploredWesternfoodinAsian

countriesonacomparativebasis.OriginatingintheUnitedStates,McDonald'sisa

representationofAmericancuisineandcultureinChina.AccordingtoYan(1997),

McDonald'sinBeijingisasymbolofAmericanaandmodernity,andmanypeopleare

consumingAmericancultureandtheideaofmodernitybehindthegoldenarchesof

McDonald'sinadditiontothefooditself.Furthermore,studiesconductedbyTraphagan

andBrown(2002)demonstratedtheimpactthatMcDonald’sandindigenousfast-food

restaurantshadonJapaneseeatingbehaviorsandsocialpatterns,onlyfurtheremphasizing

aconceptcoinedbyAmericansociologistGeorgeRitzerasMcDonaldization.Inhisbook

TheMcDonaldizationofSociety,Ritzer(1993)illustratedtheprocessbywhichthetenets

thatgovernMcDonald’sandthefast-foodindustryatlarge—efficiency,calculability,

predictability,andcontrol—increasinglycometoorganizeandgovernsociety.Inlater

editionsofhishighlyacclaimedbook,RitzerwouldsuggestthatStarbucks,whichhas

recentlybeenseenasamoresignificantculturalforceandculturalphenomenon,is

perhapsamoreaccuraterepresentationofasimilareffecttoday,resultinginwhathe

termedas“theStarbuckizationofsociety.”Thoughseveralstudieshaveinvestigatedthe

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impactofcoffeeandcoffeeconsumptioninAsia,thereisadearthofinformation

concerningsimilarstudiesinMainlandChina.

En-YingLin(2012)examinedTaiwan’sconsumerperceptionsofStarbucks,

concludingthatmanyoftheparticipantsinherstudyassociatedStarbuckswithprovidinga

newconceptoflifestylethat“drawsconsumersavividassociationwiththecharacteristics

ofhighquality,trendy,identified,connectedtotheworld,sophisticated,prestigious,and

distinctive”(Lin,97).AllanSu,Wen-BinChiou,andMing-HsuChang(2006)drewsimilar

conclusionsintheirstudyoftheimpactofWesterncultureadorationoncoffee

consumptionpatternsinTaiwan.Theirresultsindicated“apositiverelationshipbetween

thedesirabilityofforeigncultureandtheadoringforeignvalueincoffeeconsumption”(Su,

177)asmanyparticipantsconsideredcoffeeconsumptionareflectionofWesternculture

andlifestyle,onethatstoodincontrasttotheirindigenousculture.Thisideaofcontrast

wasfurtherdiscussedbyYi-PingandCheng-Heng(2010)intheirexaminationofcoffee

culturehistoryinTaiwanandtheimpactofWesterncultureadorationoncoffee

consumption,concludingthatmanyconsumersinterpretedtheconsumptionofStarbucks

coffeeasameanstobelongtoalargerglobalculture.Inanotherstudyconcerning

Starbucks-consumerrelationships,En-YingLinandMarilynRoberts(2007)foundthat

TaiwaneseStarbucksconsumers,evenintheabsenceofadvertising,werehighlysatisfied

withtheuniquelifestyleand“distinctive,”“sophisticated”feelStarbuckprovided,orbetter

yet,withtheprestigeanddistinctionthatStarbucksprovidedinrelationtopersonalsocial

status.Formanyconsumers,theactofconsumingStarbuckscoffeehasprovidedameans

toemulateadesiredlifestyle,onedistinctfromtheirindigenousculture.

21

Confucianismand“Mianzi”inChineseConsumerism

“Cultural value orientation plays a significant role in individual decision making

because it is an antecedent of the psychological process” (Triandis, 146). The cultural

values that are subconsciously ingrained into our ideals of value and worth are highly

influential in our decision making processes as consumers. Historically a collectivist,

Confucian society, the current consumption patterns of luxury goods in China might

seem surprising. Research hashighlightedthatinsocietieswithacollectivistorientation,

individualsareextremelyconsciousofhowtheiractionsareperceivedbyotherswithin

theirrespectiveculture(Harb&Smith,2008;Lee&Green,1991;Liu,Smith,Liesch,Gallois,

Ren,andDaly,2011).Onethenmightreasonthatpurchasingexpensivegoodsthatserve

littlefunctionalneedwouldbediscouragedinacollectivistsociety,astheconsumptionof

thesetypesofgoodswouldplacetheneedsoftheindividualoverthecollectivist.Andyet,

wheninvestigatingtheinfluenceofConfucianculturalvaluesonChineseconsumervalues,

specificallyregardingglobalbrands,WarveniJap(2013)concludedthatthesecultural

valuesinmanywaysintensifiedconsumerconsumption“inthequestforsocialstatus”(Jap,

185).FurtherstudiesconcerningConfucianismandChineseconsumerismconductedby

JulieLiandChentingSudiscussedtheculturalimplicationsofmianzi,orface,inChinese

culture.LiandSuconcludedthattheconceptoffacewasakeymotivatorinChinese

consumers’increasingappetiteforluxuryproducts.Duetotheheavyinfluenceof

Confuciancultureincollectivistsocieties,Chineseconsumersbelieveditnecessaryto

consumeluxuryproductstomaintainandsaveface(LiandSu,2007).“Face”wasaterm

firstusedbyAmericanmissionaryArthurHendersonSmithtohelpillustrateakeyconcept

22

ofChineseculture.Compoundedofvariousmeaningsthereexistsnocleardefinitionor

translationofthewordmianzi,thoughsomehaveassociatedthetermwithsocial

performancerelativetoothersandthereputation,prestige,socialstanding,andhonor

achievedinlifethroughsuccessandostentation(Hu,1944;Lam,1993).Theconsumption

ofluxurygoodsisoneofthemanywaysthroughwhichChineseconsumersattemptto

“gainface,”astheconsumptionofgoodsviewedasbeingexpensive,difficulttoobtain,

highlydesired,andnotessential,increasestheconsumer’soutwardappearanceofsuccess.

Thesefindingshighlighttheintricaciesofconsumerculturalvaluesinahistorically

collectivistsocietywithgrowingindividualistictendencies.

Globalizationandconsumption

Chinaisaninterestingplacetostudyglobalizationandconsumption,becauseitisa

communistcountry,butwithaplannedmarketeconomy.Althoughithasbeentransformed

immenselysinceopeninguptotherestoftheworld,itstillremainsacommuniststatewith

itsownpoliticalandideologicalforms.AsChinahasgraduallyopenedup,Chinesepeople,

especiallythosewholiveinthecities,havemoreaccesstotheoutsideworldconcerning

ideasofWesterncapitalism,globalconsumerismandglobalization(Wu,1999).Itis

importanttounderstandhowChinesepeoplereacttotheseforeignculturesand

manipulatetheseculturalprocessesinthiseraoftransformation.

Theideaofglobalizationemergedwhenworldwidetransportationand

communicationsbecamemorereadilyavailablethrougheasierandcheapermeans.As

Mintzpointedout,"globalizationtheoryhasdevelopedaspartofthesearchforconceptual

toolswithwhichtocomprehendandexplainthisnewstageofworldhistory,whenthe

23

velocityofmovementofcommodities,ideas,capitalandpeoplethroughspaceandacross

bordersthreatenstochangemanyoftherulesbywhichinternationalgameswereonce

played"(Mintz,118).MultinationalcorporationssuchasMcDonald's,Coca-ColaandIBM

serveanimportantroleinlinkingdifferentpartsoftheworldtogetherbymarketingtheir

homogenizedproductsallovertheworld.Theyareactiveagentsinthisageof

globalization.Theyarealsoresponsibleforthedevelopmentofglobalconsumerismby

creatinginternationallyknownbrandsofconsumerproducts,whicharethenglobally

marketed.AsGray(citedinMintz,1998)pointedout,"brandsformanyconsumergoods

arenolongercountry-specificbutglobal.Companiesproduceidenticalproductsfor

worldwidedistribution.Thepopularculturesofvirtuallyallsocietiesareinundatedbya

commonstockofimages.ThecountriesoftheEuropeanUnionsharetheimagestheyall

absorbfromHollywoodmoviesmorethantheydoanyaspectofeachother'scultures.The

sameistrueofEastAsia"(Mintz,57).

InstudiesofMcDonald'sinEastAsia,researchersfoundthatMcDonald'shas

differentimagesindifferentcountries."EatingMcDonald's"meansdifferentthingsin

differentplaces:cheapandquickmealsfortheworkingclassinHongKong,butastatus

symbolforanewclassofyuppiesinBeijing(Watson1997).Ontheonehand,theproducts

thatMcDonald'saresellingaregenerallyhomogenized,butontheotherhand,theways

theyhaveadaptedtheirfoodstodifferentcountriesarelocalized.Withintheprocessof

globalization,theprocessoflocalizationisembeddedtomatchdifferinglocaltastesand

culture.AccordingtoRobertson(1995),"globalizationhasinvolvedandincreasingly

involvesthereactionandtheincorporationoflocality,processeswhichthemselveslargely

shape,inturn,thecompressionoftheworldasawhole"(Robinson,40).Inaddition,he

24

believesthattheconceptofglobalizationcannotbeseparatedfromthediscourseofthe

globalandthelocal,andthus,wecansimplysubstitutetheterm“glocalization”for

globalization.Buteventhisunderstandingofglobalizationisflawed,asitdoesnotaccount

for“theimperialisticambitionsofnations,corporations,organizations,andthelikeand

theirdesire,indeedneed,toimposethemselvesonvariousgeographicarea”(Ritzer,2010).

Theconceptof“grobalization”,coinedbyRitzer,emphasizestheimpactofhowaglobal

societythatisincreasinglyreliantoninformation,fromwhichpeopleusetoperceive

themselvesandmakedecisions,existingwithinaglobalnetworkthatishighlyconduciveto

globalcapitalism,hasthuscreatedanetworkinwhichactorsmotivatedbycapitalmeans

arecapableofdictatingtheebbsandflowsofculture.Thismoreholisticunderstandingof

globalizationemphasizestheimportanceoftheimpactglobalconsumerismhasonChinese

consumption.

Thereisacommonunderstandingofconsumptionbeinglinkedwithhumandesire

andthephysicalconsumptionofaconsumergood(Holt,2002).Infact,thedevelopmentof

urbanconsumerisminNorthAmericaandmodernEuropeparalleledthedevelopmentof

industrialcapitalismthatproducedagroupofconsumerswhosepatternsofconsumption

providedthemwithasenseofsocialidentity(Bocock,1993).WilliamRoseberry(1996)

bringsthisideatocoffee,arguingthattheconsumptionofspecialtycoffeeinAmericahas

developedintoanewmeanstoreexamineclass.IarguethatinChina,consumptionof

Westerngoodsisalsoasocialidentitymarkerofbeingrichandcultured.Veblen(1934)

usedthetermconspicuousconsumptiontodescribetheconsumptionpatternsofthenewly

wealthymiddle-classinNorthAmericawhoaspiretoandfollowthelifestyleoftheupper

class,aconceptthatisverymuchapplicabletoChina.

25

GeorgSimmel(1903)observedthesocialandpsychologicalbehaviorsofpeople

livingingreatmetropolisesinEuropeandarguedthatpeoplehaveusedshoppingand

engagedinotherleisureactivitiesinordertopreservetheirautonomyandidentitywithin

theoverwhelmingsocialforcesofthecities.VeblenandSimmeldevelopedtheirtheoriesof

modernconsumptionatatimewhenlargedepartmentstoresfirstappearedinbigcities.

Therefore,itcanbereasonedthattheappearanceofmodernconsumptionispartlydueto

theriseofmetropolises,bigcitiesandtheirsuburbs;peopleuseconsumptionto

distinguishtheiridentityinthesenewlydevelopedsocieties.

Morerecentdevelopmentsinconsumptiontheoriesareorientedtowards

symbolism.Bourdieu(1984)usedtheideaofhabitus,orthesocializednormsortendencies

thatguidebehaviorandthinking,toillustratethatpeoplebelongtodifferentsocialclasses

becauseoftheirlifestylesandpossessionofdifferentkindsofcapital,namelyeconomic,

social,culturalandsymboliccapital.Bourdieuunderstoodcapitalas"usableresourcesand

powers"inthesociety(Bourdieu,114).Forexample,educatedprofessionalsarethosewho

possessbotheconomicandculturalcapital.Possessionofvariouskindsofcapitalare

affectedbyone'ssocialoriginsandchancesforeducation.Thestratificationofsocialclass

isan"embodiedsocialstructure"amongwhichpeopleofdifferentsocialclassespossess

differentcapitalinordertobedistinctfrompeopleofothersocialclasses(Bourdieu,1984).

Baudrillard(1997)arguedthatallkindsofconsumptionarenotbasedonasetofpre-

existingneeds,butinvolveconsumptionofsymbolicsignsinsteadofmaterialobjects;

peoplecreateasenseofwhotheyarethroughtheprocessofconsumption.Ashewrotein

TheConsumerSociety,“Youneverconsumetheobjectinitself(initsuse-value);youare

alwaysmanipulatingobjects(inthebroadestsense)assignswhichdistinguishyoueither

26

byaffiliatingyoutoyourowngrouptakenasanidealreferenceorbymarkingyouofffrom

yourgroupbyreferencetoagroupofhigherstatus"(Baudrillard,68).

ThedevelopmentofconsumptionculturesinChinaislikelydifferentfromthatof

theWesterncapitalistcountriesduetodifferencesinhistoricalandsocialbackgrounds.

However,despitethesedifferencesfromtheWesternsocietiesforwhichconsumption

theoriesweredeveloped,ideassuchasVeblen'sconspicuousconsumptionandBourdieu's

capitalconsumptionareexistentinpresent-dayurbanChina.

Chinaandglobalconsumerism

Chinabecameasocialistcountryin1949.Itwasrelativelyisolatedfromtheoutside

worlduntil1978whentheChinesegovernmentadoptedanopendoorpolicy.Theideaof

consumerismwasnotapplicableinsocialistChinauntilrecentdecades.AlthoughHong

KonghaslongservedasawindowtoChinaforforeigncultureevenbefore1978,andthus,

Chinawasnotcompletelyclosedfrom1949to1978,thekindofculturalexchange

experiencedwasselectiveandpartial.IdonotdenytheroleofHongKongasamediumto

absorbforeignculture,butafter1978,Chinesepeopledidhavemoreaccesstoforeign

cultures.WhetherornottheWesternnotionofconsumersocietycanbeappliedinChinais

stillquestionable,sincethepoliticalandeconomicdevelopmentsinChinadiffersogreatly

fromthoseofcapitalistcountries.AccordingtoGoodman(1996),China'seconomicreforms

haveresultedinariseofanewmiddle-classwithplentyofwealth,privateenterprises,and

foreignimportedgoods.ThedevelopmentofmassconsumptioninurbanChinaisan

indicationoftheeffectofglobalconsumerism.Dailyconsumptionatsupermarketsor

restaurantshasbecomeanormalactivitynowadays,especiallyforthoselivinginthecities,

27

butthirtyyearsago,therewerenotmanyconsumerproductsonthestreets.Thisshowsa

greatdifferencebetweenthepastandpresentconsumercultureinChina.InurbanChina

today,youngprofessionalsandeliteshavetakenupthetasksoftrendandlifestyle

construction.ManyproductsofinternationalcompaniesarearrivinginChinaandwill

continuetoaffecttheconsumermarketinChina.Therearemorechancesforpeopleto

earnmoneythroughtradeandinvestment.Someofthenewrichaccumulatewealthand

displaytheirwealththroughtheconsumptionofluxurygoods.Thismightbedescribedas

conspicuousconsumption.

LuxurygoodsinChina

ThereareseveralinstancesinthisthesisinwhichIhavereferredtoChinese

consumers’infatuationwithWesterngoods,especiallythosethatareconsideredluxuries,

butwhatexactlyareluxurygoods?Thoughadefinitivedefinitionofluxurygoodsdoesnot

exist,somehaveunderstoodthesegoodsasonesthat“evokeexclusivity,[have]awell-

knownbrandidentity,[enjoyhigh]brandawarenessandperceivedquality,andretain

saleslevelandcustomerloyalty”(PhauandPrendergast,2000,157).Inrecentyears,Asia

hasexperiencedasignificantincreaseinluxurymarkets,withChinabecomingthenew

majormarketforinternationalcompanies.InfactChina,bysomemeasures,accountsfor

halfofallluxuryspendingintheworld(TheEconomist,2015).WhyareChineseconsumers

soinfatuatedwithluxurygoods?Andhowdoestheirculture,basedonConfucianidealsina

collectivistsociety,impacttheirperceptions?

28

InWongandAhuvia’sarticle,PersonalTasteandFamilyFace:LuxuryConsumptionin

ConfucianandWesternSocieties,thetwoscholarscomparedthedifferenceinconsumption

ofluxurygoodsamongConfucianandWesternsocieties.Theyconcludedthat:

“TheAsianinterdependentselffocusesmoreonitspublic,outerselfthantheWestern,independent

self,Asiangroupnormsandgoalsfrequentlyemphasizepublicandvisiblepossessions.Because

economicstatusisacentralsocialconcerninthesehierarchalandnewlyindustrialized(or

industrializing)societies,publiclyvisiblemarketsareneededtoconcretizeandcommunicate

financialachievement.Therefore,SoutheastAsianspayagreatdealofattentiontopossessionsthat

arebothpublicandvisible,suchasdesigner-labeledgoods,expensivecars,jewelry,etc.Butthis

apparentmaterialismmayormaynotreflectinternalpersonaltaste,traits,orgoals.Instead,itmay

reflectthevaluethataninterdependentselfplacesonsocialconformityinamateriallyfocused,

family-oriented,andhierarchicalculture.”(Wong,440)

ByexaminingthistopicWongandAhuviagainedamoreholisticunderstandingofthe

currentmotivesthatdriveAsianconsumerstopurchasegoodsinrelationtotheirWestern

counterparts,providinganextremelyvaluableinsightintothereasonEastAsiaisthe

largestmarketforWesternluxurybrands.TheyconcludedthatforSoutheastAsians,the

valueofagoodcomesfromhowthegoodmakesthebuyerappeartootherpeopleintheir

socialatmosphere,insteadoftheconsumerattributingvaluetotheitemitself.Inother

words,peoplearepayingfortheimagethataluxurygoodcanprovidethemwithinthe

eyesoftheirpeers.

AstudyconductedbySrichanSrivirojfocusedonUK,Thai,andChinesestudents

andtheirconsumptionofluxurygoodsintheUK.Sriviroj(2007)concluded,“individuals’

influencefrommomentsandevents,shouldbetakenintoconsiderationindeveloping

luxuryproducts.Definingluxuryproducts,intermsofthemiddle-classconsumerswillgain

marketersadvantageinproductspecifications”(Sriviroj,17).Themainpurposeofthe

29

studywastogainfurtherunderstandingofthedifferencesbetweenthesegroupsof

consumers,tobetterunderstandtheirvaluesandwhatdrivesthemtobuy.Srivirojfound

thatallthreegroupsofstudentsare“motivatedby[the]qualityofluxuryproducts,”which

isreferredtoasthe“PerfectionistEffect.”Chinesepeoplearealsomotivatedbythe

Hedoniceffect,whichreferstotheideathattheyconsumetheitembecausetheygainsome

levelofself-fulfillmentwhentheydoso,arguing“Chineseconsumerspurchaseluxury

goodstoshowthattheyareupperclassandforwealthpurposes,andbecausetheyenvy

others”(Sriviroj,20).

Inagraduatethesis,QinBiandelvesintothepsychologicalaspectsofmaking

purchasingdecisionsconcerningluxuryproducts.ThestudycomparedAmericanand

Chinesestudents’consumptionofluxurybrandslikeLouisVuittonandGucci.Heconcluded

that“Chinesestudentshaveahigherneedforuniquenessthroughsimilarityavoidance

thandoU.S.consumers.Understandingconsumers’characteristicanddiscoveringthe

differencecross-culturallyhelpretailerstomakeappropriatestrategiestoappeartotarget

consumers”(Bian,56).Anotherpointhearguesisthat“…anovelmessageinthe

advertisementmightattractChineseconsumersbecauseChineseconsumershavehigher

needforuniqueness.Also,limitedavailabilityorexclusivitymaybeaneffectivemarket

strategyforluxurygoodsintheChinesemarketbecausethiscansatisfyChinese

consumers’highneedtobeuniqueandavoidsimilarityfromothersingeneralandstay

withpeergroupbyusingtheluxurybrand.”(Qian,57)

30

QinBianandSandraForsythewroteapapertitled:“PurchaseintentionforLuxury

Brands:ACross-CulturalComparison”examiningUSandChineseconsumers’purchase

intentionsforluxurybrandsandconcludedthat:

“U.S.andChineseconsumers’self-monitoringpositivelyinfluencessocial-functionattitudestowards

luxurybrands.Social-functionattitudestowardsluxurybrandspositivelyinfluenceconsumer’s

purchaseintentionthrougheffectiveattitude.Attitudeplaysanimportantmediatingrolebetween

social-functionattitudestowardsluxurybrandsandpurchaseintentions”(Bian,1443)

Thus,itishighlyevidentthatthepresenceofluxurygoodsisincreasinglyinfluentialin

Chineseconsumers’perceptionsofgoodsinthegazeofglobalization.

Iscoffeealuxurygood?

Ihavebeentalkingaboutcoffeeasifitwerealuxurygood,butisit?Starbuckscoffee

certainlydoesnotcarrythesamepricetagasotherluxurybrandsinthemarket,suchas

Rolex,Gucci,orPrada.NorisithardtoaccessoraffordforthetypicalChineseconsumer,

andyetIwouldarguethatitverymuchisaluxurygoodandforthatreasonofparticular

interestforChineseconsumers.Inanethnographicstudyoftherelationshipconcerning

luxuryproductsandfood,MarijkevanderVeen(2003)definedluxuryfoodsasfood

products“thatarewidelydesiredbecausetheyofferarefinementorqualitative

improvementofabasicfoodandameansofdistinctionbecausetheyarenotyetwidely

attained.Thus,theyarenotspecificitemsoffood,butratherthosefoodsthatinany

particularplaceandtimeareregardedanindulgenceandastatusindicator”(Veen,420).

Arguablywhetherornotafoodproductisaluxuryornothasmoretodowithconsumers’

connotationofthebrandandtheproductthantheactualpriceoftheobjectitself.Thatisto

suggest,becauseChineseconsumersconnoteStarbuckswithprestige(En-YingLinand

31

MarilynRoberts,2007),offeringthehighestqualitycoffeeandmostauthenticWestern

experience,thatinitselfestablishescoffeeasluxuryproduct,regardlessoftheprice

associatedwithit.

TheParadoxofAuthenticity

Throughoutthisthesis,Ihavebeenreferringtocoffeeasaproductthatisperceived

tobeauthenticallyWestern,butisit?Andwhatisauthenticity?Theideaof"authenticity"

hasbeenappliedwhereverobjectsorideassuchasfoodandethnicproductsthatoriginally

belongtooneplacearetransportedtoanotherplace(Leigh,2006).Peopletendtogravitate

towardsandarewillingtopaysubstantiallyhigherpricesforsuchproductsthatare

consideredoriginal,or"authentic."Inthecontemporaryageofglobalization,onecan

readilyfinddifferenttypesofcuisineinacountrywhichareimportedfromelsewherein

theworld,andoftenpeopleliketoknowthattheimportedfoodtheyareeatingis

"authentic."Whatdowemeanbyauthenticity?Isthereanauthentic“Westernfood”?

Inastudyoforientalcarpets,BrianSpooner(1986)arguedthattheproductionof

orientalcarpetsfortheWesternmarketisarepresentationoftheconstantnegotiation

betweentheproducerandtheconsumerinthequestfortheirsubjectiveviewof

authenticity.Producersmanufacturewhatconsumersconsidertobeauthenticcarpetsand

rugs,butatthesametime,theconsumers'conceptofauthenticorientalcarpetisalso

changingthroughtime.Theparadoxliesinthefactthat:

authenticitycannotbedeterminedsimplybyretailingtheobjectivematerialattributesofthe

artifacts.Ithastodonotonlywithgenuinenessandthereliabilityoffacevalue,butwiththe

interpretationofgenuinenessandourdesireforit.Thematerialattributes,however,aregenerally

treatedasthoughtheywerecluestothearch-criterion,thesupposedoriginofthepieceanditsplace

32

inthehistoryofthecraft.Butsincethehistoryofthecraftispoorlydocumented,itisopento

continualrevision(evenmoresothanhistorygenerally).Wemustnotbemisledbythevalues

ascribedtocraftsmanship,forthesevalueshavealsochangedsignificantlyoverthepasthundred

years.Theyarebasedexplicitlyonthesearchforhistoricaltruth,butweareofcoursesteadily

movingfurtherandfurtherawayintimefromthesourcesonwhichthereconstructionofthat

historicaltruthdepends.Ourinterpretationandreinterpretationofthesourcesavailabletousmay

becomeevermoresophisticatedandingenious,butonlyintheserviceofourownneeds(Spooner,

199-200).

Similartotheargumentconcerningorientalcarpets,whatChineseconsumers

interpretasauthenticWesternfoodisonlyareflectionofconsumers’desires,whichare

shapedbyoursociety.Moreover,thisdesireforauthenticitychangesthroughtime.Thus,

authenticWesternfoodisinlargepartareflectionofChineseconsumerssubjectivewishes

imposedonthefood-whatwethinkitshouldbe.Ofcourse,ourinterpretationsarealso

affectedbyoursocialandculturalbackgrounds,suchasnationality,ethnicity,andpersonal

exposure.SodoesthereexistanauthenticWesternfood?Iwouldanswerthequestionas

such:thenotionthatthereexistsasingularWesternfoodculturethatembodiesonlythe

pureandauthenticculturefromwhichitoriginatesisasmuchanillusionasthenotionthat

thereexistsingle,coherentglobalone.Ourunderstandingsofdifferentculturesand

cuisinesare“constantlybeingshapedandreshapedbytheflowofculturalimagesthatnow

travelaroundtheglobeinalldirectionssimultaneously”(Bestor,55).Thereexistsno

culturethathistoricallyhasbeenuntouchedorimpactedbyanother,especiallywith

regardstofood.Theculturesofaplacechangefromtimetotime(withorwithoutour

notice),andsodoesthefoodcultureofthatplace.Sono,theredoesnotexistanauthentic

Westernfood,buthowwecometolocalizeandunderstandotherscanprovideinsightinto

howweviewforeignculture.

33

Localise

Consumersareunconsciousofthewaysastohowwehavebeensocializedtoexpect

whatandhowacertainkindofconsumerproductorfoodshouldtaste.Differentproducts

areoftenlocalizedtomatchthelocaltastesandculturewhenintroducedtonewareas.For

example,subsequenttoStarbucksentranceintotheChinesemarket,thecorporationbegan

offeringgreenteaandjasmineflavoredlattestocustomers.Localizedproductsintroduce

andborrowaspectsofaforeignculturewhilestillcontainingandresemblingelementsof

thelocalculture,creatinganewproductthatismoreeasilyaccessibletothelocalculture.

ThefoodandbeveragesservedbyWesternestablishmentsundergoasimilarprocesswhen

beingintroducedinaforeigncountrysuchasChina.Thisisanecessaryprocessthat

companiesmustengageinasthestandardsbywhichmostChineseconsumersevaluatea

WesternrestaurantorWesternfoodarebasedalmostentirelyontheirownunderstanding

ofChinesefood.However,whatconsumersbelievetheywantandwhattheyactuallywant

maydiffer.HowcananauthenticWesterncuisineexistinChinathatistailoredtowards

Chinesetastes?WhathasarguablyresultedisthatChineseconsumershavedevelopeda

particularimageorstereotypeofWesternfood,onethatinaccuratelyrepresentsWestern

foodculture.LocalizationofWesternfoodinChina,thus,hascreatedadistinctiveand

uniqueWesternfood,whichsuitsthetasteofChineseconsumers.WesternfoodinChina,

thus,representsboththeglobalizationofaworldcuisineandthelocalizationoftaste,and

thetwoprocessesareinterdependent.ThesetwoprocessesreinforceRobertson's(1995)

ideaofglobalizationofwhichthediscourseintheglobalandthelocalshouldnotbe

separated.Lien(1997)pointsoutthatmarketingisabout"adaptationthroughsameness–

conquestthroughdifference"(Lien,238).Itmeansthatwhenanewproductisintroduced

34

intothemarket,itshouldbeattachedtoasenseofsamenesstothetargetcustomers.

However,atthesametime,theideaofbrand-buildingistoemphasizethedifferencethat

theproductcanstandoutfromthemarket.AsLienputsit:"theproductwilloccupyaspace

thatisnotyetfilled"(Lien,239).InthecaseofWesternfoodinChina,Westernfoodhas

alreadyoccupiedaspaceintheconsumermarketbybuildingupanimageofmiddle-class

lifestyleandWesternculture.

WesternFood:anImaginedCuisine

AccordingtoLien(1997),peoplefromdifferentcountrieswouldgeneratedifferent

nationalstereotypesofothercountriesbecauseoftheir"positionandcultural

preconceptions"(Lien,244)ofthecountries.Shebelievesthatthosenationalstereotypes

arepartofthelocalimagesorlocalimageryoftheothercountries.Thus,foreignethnic

cuisinesarealsoimagined.Lienusedtheterm"imaginedcuisine"toexplainthefactthata

people’sperceptionofaforeigncuisineisa“collectiveimagination.”Lien'sideaof

"imaginedcuisine"comesfromBenedictAnderson's(1991)ideaof"imagined

communities.”AccordingtoAnderson,thenation

isanimaginedpoliticalcommunityandimaginedasbothinherentlylimitedandsovereign.Itis

imaginedbecausethemembersofeventhesmallestnationwillneverknowmostoftheirfellow-

members,meetthem,orevenhearofthem,yetinthemindsofeachlivestheimageoftheir

communion.Communitiesaretobedistinguished,notbytheirfalsityorgenuineness,butbythestyle

inwhichtheyareimagined(Anderson,6).

Anderson(1991)believesthatpeople'sunderstandingaboutthecountrytowhichthey

belongisimaginedbecausenoindividualcaneverunderstandthewholenationtowhich

heorshebelongs.BorrowingLien'sterm"imaginedcuisine”andAnderson'sideaof

35

"imaginedcommunities,"IsuggestthatWesternfoodinChinaisalsoanimaginedcuisine

constructedbypeopleinChina,includingbothfrequentandinfrequentcustomersand

thosewhohavenevertriedWesternfoodbefore.PeopleinChinashareasimilarimageof

WesternfoodasarepresentationofWesterncultureandmiddle-classlifebecauseChinese

peoplehaveacollectiveimaginationregardingWesternfood.However,atthesametime,

differentindividualshavedifferentperceptionofWesternfoodinChina.Thus,different

individualsinChinaalsoimaginewhattheythinkWesternfoodshouldbelike,andtheir

imaginationsarebasedontheirdifferentexposuretothisfood,personalexperiencesand

backgrounds.DuringthecourseofconsumingWesternfood,consumers’imaginationsof

Westernfoodarecontinuouslysubjecttochangesandmodificationsaspeople'sexposure

toWesternculturesandeachindividual'sexperienceareallchangingcontinuously.

Food,GlobalizationandConsumption

Foodconsumptionhasalwaysbeenembeddedwithsymbolicmeaningsofdifferent

kinds(Mintz1996).Inprevioussections,Ihavediscussedstudiesconcerningfoodas

symbolsofsocialidentitiesandforeigncultures.Inthisageofglobalization,food

consumptionisbecomingmoreandmoreglobalized,asareotherconsumergoods.

Internationalfoodindustriesandlargescalefoodtradinghavefacilitatedthe

internationalizationofeatinghabitsanddevelopmentofworldcuisines(Goody1982;

Mennelletal1992).Throughprocessesofglocalization,foodisoftenmisinterpretedas

beingauthenticandassociatedwithdifferentidentifiesandperceptions.SohowdoChinese

consumersinterpretStarbucks?Andwhatcanone’sobservationoftheirperspectiveaidin

theunderstandingofhowChineseconsumersformidentity.

36

Basedonmyreviewoftheliterature,Iposethefollowingresearchquestions:

HowdoChineseconsumersinterpretcoffeeandStarbucksinMainlandChina?

SociologistshaveconcludedthatTaiwaneseconsumersassociatethisnamebrandwith

Westerncultureandaffluence(Lin,2012;Su,2006;PingandCheng,2010),reflectiveofa

lifeofsophisticationandprestige(LinandRoberts,2007).

WithChina’srecentexposuretoglobalizationandglobalconsumerismwhatcultural

implicationscanbedrawnfromtheconsumptionpatternsofcontemporaryChinese

consumersinwhathastraditionallybeenacollectivistsocietywithConfucianideals?How

haveideasof“face”influencedMainlandChineseconsumersperceivedneedtoconsume

luxurygoods(LiandSu,2007)?Andhowhasthedevelopmentofaconsumerbased

economyandrisingmiddleclass(Goodman,2008)highlightedtheimportanceof

consumptionandidentityincontemporaryChina(Simmel,1903;Bourdieu,1984)?

WhatcharacteristicsdoChineseassociatewiththeStarbucksbrandandcoffee?Do

theyperceiveStarbuckstobealuxuryproductastheydowithbrandssuchasLouis

VuittonorGucci(Bian,2012)?DotheybelievedrinkingStarbuckscoffeewillelevatetheir

socialstatusasotherluxuryproductsdo(Sriviroj,2007)?AndhowdoChineseconsumers

perceiveStarbucksasitrelatestotheWest?DotheybelievethatStarbucksisareflectionof

Westernculture?Andifso,howdoesthisinfluencetheirconsumptionpatterns?

Andfinally,whydoChinesepeopleconsumecoffee,andifapplicable,whydothey

choosetoconsumeStarbuckscoffeeoverothercoffeebrands,andifsowhy?Whatsets

37

Starbucksapartfromothercoffeeshops?WhatintrinsiccharacteristicsdoStarbucks

productspossessthatmakesthemsodesirable?

38

III.Methodology

Inordertoexaminemyresearchquestions,Iconductedanexploratorystudyby

interviewingandprovidingself-administeredsurveystoChineseconsumers.TodosoI

createdasurveyintendedtomeasureChineseconsumers’consumptionhabitsofcoffee

andtheiroverallperceptionsofStarbucksasabrand.

Sample

Usingachain-referralsamplingmethodtoselectrespondentsforthestudy,I

focusedonChineseforeignexchangestudentsattheUniversityofMississippi.Initial

respondentsforthestudywereselectedbasedonmypersonal,preexistingrelationships

withcurrentChineseforeignexchangestudentsattheUniversity.Ageofrespondentsinthe

studyvaried,rangingfor19to23.Ihad10malerespondentsand13femalerespondents.

Respondentswereclassifiedasbothundergraduateandgraduatestudents,comingfrom

variousregionsthroughoutChina,withamajoritycomingfromtheEasternand

NortheasterncoastsofChina.RespondentshadspentdifferentlengthsoftimeintheUS,

rangingfrom2yearsto1month.Itshouldalsobenotedthatallrespondentshadthe

financialmeanstostudyabroadintheUnitedStates.

Intotalthesampleconsistedof23individuals,ofwhomfifteenwereinterviewedby

myselfandeighttooktheself-administeredsurvey.

Instrument

Iconstructedasurveytomeasureseveralvariables,whichinclude:coffee

39

consumptionhabits,patronageofStarbucks,aswellastheperceptionsofStarbucksasa

business/place.Questionsinthesurveyconsistedofopenandclose-endedquestions,

rankingquestions,intheadditiontoseveralfive-pointratingscalequestions.Coffee

consumptionhabitsweremeasuredbyclose-endedquestions,suchas“Howoftendoyou

drinkcoffee?”and“Howoftendoyougotocoffeeshops?”(seeAppendix),inwhich

answersrangedfrom“never”to“morethanonceaday”.Severalquestionswerealsoasked

tomeasurewhattypesofcoffee–including:instant/powdered,canned/bottled,espresso-

basedcoffee,andblackcoffee–andthefrequencyinwhichrespondentsconsumedsaid

typesofcoffeeusingasimilarrangeofresponsescale.TomeasureChineseconsumers’

continuedpatronagetoStarbucks,close-endedquestionssuchas“Whatareyourmain

reasonsforgoingtoStarbucksinChina?”andafive-pointratingscalequestion,ranging

from(1)“VeryDissatisfied”to(5)“VerySatisfied”,wasusedtomeasureChinese

consumers’satisfactionwithseveralaspectsconcerningStarbucks,ofwhichincluded:

taste,price,service,atmosphere,othergoods,utilities,andlocation(seeAppendix).In

measuringperceptionsofStarbucksasabusiness/place,open-endedquestionsuchas

“WhenyouthinkofStarbucksinChina,whatwordswouldyouusetodescribeit?”and

“WhatwouldmakeyoumoreinclinedtovisitStarbucksinChina?”wereused(see

Appendix).

BothanEnglishandaChineseversionofthesurveywasusedinthisstudy,as

detailedintheAppendix.ToensuretheEnglishandChineseversionswereidentical,I

askedtwoChineseprofessorstoreviewmytranslationsforaccuracy.

Procedure

40

Respondentsinthestudywereselectedbyachain-referralsamplingmethod,in

whichrespondentsrecommendedpossiblepotentialrespondentsformetocontact.As

previouslystated,theinitialrespondentsofmysurveywereindividualsIhadapreexisting

relationshipwith.TocontactpotentialrespondentsIprimarilyusedWeChat(apopular

socialmediaapplication),usingcontactinformationfrompreviousrespondentsasameans

forcommunication.Onceadate,time,andsettingwereagreedupon,Iwouldmeetwith

potentialrespondentstoadministertheinterview,orprovidedthemwithaself-

administeredsurveytocompleteandreturnattheirleisure.Meetingplaceswereall

locatedontheUniversityofMississippicampus,primarilytakingplaceintheCroftInstitute

forInternationalStudiesandtheStudentUnion.Self-administeredsurveyandinterviews

wereconductedbetweenthemonthsofNovember2015andMarch2016.

Thesurveywasinitiallycreatedtobeusedinaninterviewsetting,butduetotime

constraintseightrespondentswereaskedtocompleteaself-administeredsurveyattheir

ownleisure.Thoughinterviewswerepreferred,asIbelievetheyprovidedtheopportunity

foramorein-depthunderstandingofanswersgiven,inordertoexpandtherespondent

baseself-administeredsurveyswererequired.Answersfromsurveysandinterviewsdid

vary.Surveyanswerswereoftensuccinctandlackeddescriptivedetailsorelaborationof

answers.Duringinterviews,whilesomeoftherespondentshadsimilarlyconciseanswers,I

wasabletopromptthemtofurtherdescribetheiranswersbyinquiringaboutwhatled

themtotheiranswer.

InterviewswereconductedinChinese,withtheexceptionofone,andall

respondentswhocompletedtheself-administeredsurveydidsoinChinese.Quotesusedin

41

thefollowingpassagesweretranslateddirectlybyme.

InstitutionalReviewBoard(IRB)

TheUniversityofMississippiinstitutionalreviewboardapprovedtheresearch

protocolusedinthisthesis.IreceivedanexpeditedreviewthroughtheIRBofficeatthe

UniversityofMississippi,whichrequiredthesubmissionofanapplicationincludingabrief

outlinediscussingtheintentoftheresearchinadditiontooutlininghowtheresearchwas

tobeconducted,thesignatureofanadvisorapprovingtheresearch,andincludedacopyof

thequestionnaire.AllmaterialswerereviewedandapprovedbyIRB.

Participantssignedageneralconsentformpriortoparticipation,andwereassured

thattheirresponseswouldbereportedusingpseudonymstoprotecttheiridentities.

42

IV.Findings

Amongrespondents,22outofthe23whopartookinthisstudyconsumedcoffeeat

leastoccasionally.Ofthe22whoconsumedcoffee,12consumedcoffeeatleast3to4times

perweekifnotmore,and9consumedonceortwiceaweekorless.Thevastmajorityof

thosewhoconsumedcoffee(20)consumedinstantcoffeemuchmorefrequentlythanthey

didespresso-basedcoffeebeverages.Oftheoriginal23individualswhoparticipatedinthe

survey,allhadbeentoaStarbucksinChina,thoughthefrequencyatwhichtheyvisitedwas

anaverageofapproximatelyonceortwiceaweek.

Overthecourseofconductinginterviews,severalconsumerthemesandmotives

emergedamongrespondents.Respondentsexpressedthreeconsumermotives:functional,

emotional,andaspirational.Inaddition,severalthemesbecameapparentandconsistent

throughouttheprocess.BelowIshallbrieflydiscussthesemotivesandthemes.Itshouldbe

notedthatallofthecategoriesarenotmutuallyexclusive.Oneconsumercouldhave

startedinoneandovertimeshiftedintoanother.

ConsumerMotives:

Functional

Thesearetheconsumerswhodrankcoffeeprimarilyforitsfunctionalpurpose:

caffeine.Theywerelessconcernedwiththebrandnameorappealthatwasoften

associatedwithcoffee,butratherthefunctionandconveniencethatestablishmentlike

Starbucksprovided.Thesetypesofconsumersemphasizedmorepracticalreasonsfor

43

purchasingcoffee,andfocusedinsteadonthefunctionandtaste.Forexampleone

participantnoted:

“IusuallyonlydrinkcoffeeinthemorningwhenIamreallytiredandneed

somethingtohelpwakemeup…IwillalsodrinkitintheafternoonifIamfeeling

quitetired.”(ChristinaY.)

Itshouldalsobenotedthatfunctionwasformanyparticipantsakeyreasoningastowhy

theystartedconsumingcoffee.Asthisstudyfocusedprimarilyoncollegestudents,many

participantshadonlyrecentlybeguntodrinkcoffeetoenjoyitscaffeinatedbenefits.

IonlystarteddrinkingcoffeewhenIwasinhighschoolandneedtostayuplateto

studyforexams,andeventhenIwasprimarilyonlydrinkinginstantcoffeeaslateat

nighttherewerenootheroptions.(KristalG.)

IneverdrankcoffeeuntilIwasincollege,andeventhenitwasonlytohelpme

study.WhenIwenttocoffeeshopswithfriendsIwouldusuallyordersomething

elseoffthemenuasIdidn’treallystarttoenjoydrinkingcoffeeuntilyearslater.

(KevinL.)

Emotional

ThissecondtypeofconsumerutilizesStarbucks’ssocialatmosphere,enjoyingthe

enhancedcoffeedrinkingexperiencethatithastooffer.Consumerswhofallintothis

categoryoftenemphasizedthewaydrinkingcoffeeinStarbucksmadethemfeel.

IreallyenjoygoingtoStarbucksbecauseoftheatmosphereStarbuckshas.Italways

veryclean,unlikemanyChineserestaurants,andalwayshascomfortableseating…I

wouldsaythatitwasalwaysaverysophisticatedexperience.(SophiaF.)

44

DrinkingcoffeeinStarbucksisalwaysveryenjoyable.Theserversareincredibly

friendly,thedrinksareverygood,andtheatmospherewasalwaysquiteand

relaxed,unlikemostplacesinChina.(DavidL.)

ManyoftheseconsumersalsoassociatedStarbuckswithanareatosocializein,

emphasizingStarbucks’sfunctionasa“thirdspace”(Oldenburg,1999).Tomanyofthem

Starbuckswasnotonlyaplacetopurchasecoffee,butalsoaplacetosocialize.

“MyfriendsandIenjoyedgoingtoStarbucksfortherelaxedatmosphereitprovided.

Therewasalwaysplacewecouldallfitandtalkforawhileasweenjoyedour

coffee.”(BrendaC.)

“Starbucks,likeothercoffeeshopsofferedaplacewheremeandmyfriendscould

alwaysgotoandrelax,therewerenotalotofplaceslikethisaroundwhereIlived

soitwasalsoveryconvenient.”(KirkR.)

Aspirational

TheseconsumersarehighlyawareofthespecificconnotationStarbuckshaswith

Westerncultureandconsumeitforsuchreasons.Theystarteddrinkingcoffeeasameans

toengagewithanauthenticaspectofWesterncultureandhavecontinuedduepartiallyto

theperceptionStarbuckshasinsociety.Thisisnottosuggestthatparticipantsinthestudy

admittedconsumingStarbuckscoffeeforitsabilitytoelevatetheirsocialstandings,though

itshouldalsobenotedthatduetoConfucianvaluesofsavingfaceitishighlyunlikelythat

anyparticipantwouldadmitthisopenly.Butratherthewidelyperceivedconceptionin

ChinesesocietythatStarbucksoffersthemostauthentic,highestqualitycoffee,suggests

thatdrinkingsuchcoffeeimpliesthattheindividualcanbothdiscernandaffordgood

45

coffee.ThusduetoitsassociationamongChineseconsumers,individualswhoconsume

Starbuckscoffeearguablyareattemptingtoaltertheiridentitythroughconsumption.

“IdrinkStarbuckscoffeebecauseitisaWesternbrandandoffersthebestquality.”

(AndrewC)

ConsumerThemes:

Aspiration

Thedatacollectedfromthesurveyandinterviewsreflecthowtheconsumptionof

coffee,inparticularStarbuckscoffee,isoftenassociatedwithdifferentdimensionsofclass

andage.Manyparticipants,whenaskedtolistwhatcomestomindwhenonethinksabout

coffee,respondedwithanswersthatassociatedtheproductwithyouthculture.One

participantinparticularmentionedthat:

Coffeeisaproductthatisusuallyconsumedbyyoungerpeople.Oldergenerations

havestillnotbecomeaccustomedtothetasteandusuallyprefertodrinktea

instead.(DavidL.)

AndwhenaskedtoperformthesameexercisebutinregardtoStarbucks,several

participantslistedthattheyassociatedStarbuckswithshàngcéngshèhuì(上层社会),or

upper-classstatus.

Starbuckscoffeeisnotabeveragethatcanbeaffordedonaregularbasis.Itisquite

oftenonlysomethingthatIwillpersonallydrinkwhenthere[Starbucks]with

friends.Besidessituationslikethose,Idonotoftengothere[Starbucks]asitistoo

expensive,especiallyforacollegestudentlikemyself.(KristalG.)

46

Coffeecultureistherebytransformedintoaculturalsymbolthatdifferentiates

betweendifferentsocialgroups,namelygenerationsandclass.

ThirdPlace

WhenexaminingkeymotivesforvisitingStarbucks,avastmajorityofparticipants

listedmeetingandsocializingwithfriendsasaprimaryreason.Thisfactiscongruentwith

CEOHowardSchultz’snotionthat“Starbucksisadestinationforhumanconnection,

meetings,dating,gatheringwithfriendsorbeoneself”,ora“thirdplace”(Starbucks,2015).

ThisconceptwasdevelopedbyAmericansociologistRayOldenburginhisbookTheGreat

GoodPlace,inwhichhedescribestheseplacesassocialenvironmentsthatareseparate

fromthetwootherspheres,domesticandproductive,thatpeopleareconstantlymoving

throughintheirdailylives.OldenburgarguesthatAmericanculturehasageneraldisdain

for“hangingout”;thusitisdifficultforAmericanstofindasocialplaceinwhichtodo

nothingbutrelaxinthecompanyofthosewholivearoundus.Corporatechains,which

aboundinourcontemporarysocietyfocusonmaximizingprofits,notencouraging

communities.Indeed,chainsdesigntheirestablishmentsinordertoencouragebusiness

fromtheunknowntransientcustomerwhowon’tstaylong,butwillspend

money.OldenburgmayberightinthatAmericanculturedoesn’tseemtosupporttheidea

ofhangingoutatcoffeeshops,butdoesChina’s?

Oldenburgproposeseightbasiccharacteristicsthatmakeupathirdplace.For

purposesofclarityfurtheronIwillbrieflyoutlinethemhere.1)NeutralGround-athird

placeisaplacewherepeoplecangatherandbecomefriendswithoutgetting

uncomfortablyentangledineachother’slives.Theseareplaceswherepeoplecancomeand

47

goastheypleasewithoutpressuresorexpectationsputontheirschedules.2)Leveler-a

levelingplaceiswhererelationshipsarenotbasedonsocialrankandtherearenoformal

criteriaforinclusionorexclusion.3)Conversation-isthemainactivity;allareencouraged

totakepart,butnotmonopolizethetableinagroupsetting.Groupconversationsarenot

arenastodiscusspersonalissues.Thisaidsthelevelingquality,forallareencouragedto

takepart.Yet,noonepersonranksaboveanother,thusbeingabletodominatethe

conversation.Backgroundmusiccomplementstheatmosphereofconversation,itisnottoo

loud.4)AccessibilityandAccommodation-Oldenburgstatesthisbest:

Thirdplacesthatrenderthebestandfullestservicearethosetowhichonemaygo

aloneatalmostanytimeofthedayoreveningwithassurancethatanacquaintance

willbethere.Tohavesuchaplaceavailablewheneverthedemonsoflonelinessor

boredomstrikeorwhenthepressuresandfrustrationamidgoodcompanyisa

powerfulresource(Oldenburg,32)

Toenablepeopletocomeandgowhenevertheyneedtoatsuchestablishmentsassume

thatplaceisopenforlonghourswithoutrestriction.Itmustbeconvenient.Aplacethatis

farremovedfromone’sresidencelosesappealinthatthepersonmaynotknowanyone

there,andmaybedifficulttoreach.5)Regulars-theattractionofathirdplaceforthe

regularisnothingmanagementcancontrol.Thefellowcustomers,onthesameleveland

throughentertainingconversations,arethereasonforcontinuedparticipation.These

placesareusuallydominatedbyregulars,peoplewhofrequenttheplacealmostdaily.No

matterhowsmallthegroup,theregularssetthetoneandtheatmosphereoftheplace.

Beingwelcomedbytheownerormanagementishelpful,butnotcoretotheenvironment.

Awelcomingenvironment,setbytheregulars,setsthenewcomeruptotakepartinthe

48

culture.6)ALowProfile-Visually,thirdplaceshavealow-keylooktothem.Theyaren’t

flashyorbrightontheexteriororinterior.Chainsattracttransientcustomerswith

standardbrightandcatchyimages.AnothernotethatOldenburgmakesisthethirdplace’s

tendencyto“fallshortofmiddleclasspreferencesforcleanlinessandmodernity.”7)Mood

isPlayful-Thiscanbesubtleorobvioustooutsiders,itdoesnotreallymakeadifference.

Theregularsaredrawntotheplayfulsideofculture.Beingapartofthismood,funandat

timessilly,canbemoreimportanttoaregularthanbeingtakenseriously.8)HomeAway

FromHome-Thirdplacesdonotenforceanykindofregularattendancethathomeorwork

might.Yet,theyalsoencourageafeelingof“roots”asahomewill.Hominessimpliesasense

ofownershipwithoutactualownership.Thiscanbeheardwhentheregularsdescribethe

placeinfirstperson,as“our”placeorusing“we”whentalkingaboutthosewhofrequent

theestablishment.

ThoughcoffeehousesinChinacontainseveralofthekeyaspectsofOldenburg’s

thirdplace,itappearsthatChina’ssocialculturediffersfromtheAmericanthirdspace

culturethatOldenburgdescribes.UnlikeAmericanculture,inwhichindividualsenjoytheir

personalspace,Chineseconsumersinterpretthesetypesoflocationsascollective,social

spaces.Coffeeisabeveragethatisrarelyconsumedalone,especiallyatestablishments

suchasStarbucks,influencingconsumptionhabitsofspecialtycoffee.Coffeehouseshavein

manywaysservedasocialfunctionamongyoungChineseconsumers.

TherearenotmanyplacesthatIcangowithmyfriendstospendseveralhoursina

comfortableenvironmentandtalk.Dormsareoftentoocrowdedanddonothave

communalareastolounge,sittingoutsideisoftentoouncomfortableanddependent

ontheweather,andrestaurantsaregenerallyplaceswhereonegoestoeat,nottalk

49

withfriends.(JasonW.)

Unliketeahouses,whicharetraditionallymoreformalandoftenmoreexpensive,coffee

housesprovidearelativelycasual,inexpensiveplacetosocializewithfriends.Coffee

housesinChina,asplacestomeetandsocializewithothers,haveincreasinglybecomethe

socialnorm.Thecomfortableatmosphere,spaciousenvironmentandfreeWi-Fiareallkey

motivesthatattractedparticipantsinmystudy.

PettyBourgeois

ThetermXiǎozī(小资),atermthatreferstopettybourgeois,wasareccurringterm

usedbyavastmajorityofsurveyparticipantstodescribetheconsumptionofStarbucks

coffee,atermthattosomedegreedemonstratesthecontemporaryperceptionofthis

corporation.XiaoziisatermthatonlyrecentlyevolvedinthewakeofChina’seconomic

growthandincreasedsocialmobilityamongsturbanites.Defininganewurbansocialgroup

referringprimarilytoyouthinthecontemporaryChinesesociety,fewhavebeenableto

specifyitsexactdefinition.ChinesejournalistElliotNgperhapsputitbest,attemptingto

definexiaozias:

peoplewhoenjoyfashion,brands,hobbies,andfreethinkingthatisinspiredbyWesterncommercial

andartisticculture.Similarto“yuppies”inthesenseofyouthfulmaterialism,thetermalsocarries

overtonesofthecreative,free-thinkingstateofbeing“hipsters.”However,thiscreativityandfree-

thinkingisonlywithintheboundsofwhatissociallyacceptablewithinthexiaozinorm.Thereare

manypositiveattributesofxiaozi.Tosomeitisaput-down.Buttoothers,itisacompliment.Still

othersmightusetheterminaself-deprecatingwaytodescribethemselves.(Ng2010)

Thislifestyleisidealizedbymany,butoftencriticizedasitvalueschóngyángmèiwài(崇洋

媚外),orblindlyworshipingforeignproductsmerelybecausetheyareforeign.

50

Unsurprisingly,theconsumptionofStarbuckscoffeeinChinahasdevelopedintoa

practicethatisoftenassociatedwithapettybourgeoissentiment,orthedesiretostrivefor

ahighersocialstatus.

“IthinkthatindividualswhoconsumeStarbuckscoffeearetryingtoemulateapetty

bourgeoisielifestyle,theydon'treallycareaboutthecoffee,justtheimageitgives

them.”(TedB.)

“ManypeopleknowthatStarbucksisexpensivetodrink,thereforeanyonewho

drinksitregularlyisusuallyseenassomeonewhowanttobeseenasapetty

bourgeoisie.”(AaronC.)

Asaresult,youngChineseconsumershavegravitatedtowardsthispracticeintheinterest

ofemulatingthepettybourgeoisielifestyle.Whilethisfaçadeofahighersocialstatusis

highlydesiredinChina,itsimultaneouscarriesanegativeconnotationamongmostChinese

becausetheconsumptionpatternsmanyXiaoziadoptareregardedasbeingself-centered

andegotistical.Oneparticipantevencriticizedthehypocriticalnatureofthisgeneralized

perception.ShehighlightedhowChinesepeoplewhowanttobeperceivedasahigherclass

bytheirpeerswillconsumeluxuryproductssuchasStarbuckstodoso,butinevitablymay

damagetheperceptionthatmanywillassociatethemwithbyconsumingsuchproducts

(KarenH.).

AuthenticallyWestern Accordingtoparticipants,onewidelyagreed-onfactwasthatStarbuckswasthe

embodimentofanauthentic,Westerncultureandlifestyle.

“IthoughtthatallWesternpeopledrankcoffee,thatcoffeewasacommoninthe

WestasteaisintheEast.”(BenS.)

51

“TobehonestIstarteddrinkingcoffeeinChinabecauseIthoughtitwassomething

thatallWesternsdid.”(SeanM.)

“Starbucksprovidedauthentic,WesterncoffeetoChina,somethingthatnoother

placeoffered.”(KevinT.)

ToChineseconsumersStarbucksisinterpretedasaWesternbrand,onethatoffersthema

productthatisinherentinWesternculturefromacompanythatisbothWesternand

internationallyknown.FortheseChineseconsumers,ifonewantstoconsumecoffeefroma

reputablesellerthatisconsumedbymostWesternswithintheirowncountries,thereisno

betteroptionthatStarbucks.

52

IV.ImplicationsandDiscussion Theselfiscomposedofmultipleidentitiesthatreflectassociationswithavarietyof

groupssuchasgender,ethnicity,religion,class,andevengeographicregion.Identities

relateanindividualtotheexternalworldand,conversely,helptheworldtocategorize,

interpret,understand,andpositionindividuals.Theseidentitiesaredefinedbydifference,

orhowoneindividualisabletodistinguishhimorherselffromanother.Theyarealso

dependentontheperceptionsandconnotationsmaderegardingtheirpersonal

surroundings.TheconsumptionofcoffeeinChinaillustrateshowtheseperceived

differences,incontrasttolocalculture,defineanddiscernnewideasofidentityamong

Chineseconsumers.Starbucks,whoseinitialpriceandculturaldifferencearguablytargeted

ayoung,risingmiddleclass,createdanearlyrepresentationofthetypesofindividualsthat

couldbeclassifiedascoffeeconsumers.Andasearlyconsumersofthisproductfitthose

standards,identitiesassociatedwithsocialstatusandgenerationsbecameslightlyaltered.

AlloftheparticipantsinthestudywereconsciousofthefactthatStarbuckscoffee

wasanexpensiveproductandseveralbelievedthatthecompanyhadpurposefully

positioneditselfasahigh-endproductinChinatoattractsuchattention.Oneparticipant

evenmentionedarecentrumorinChinathatclaimedthatStarbuckshadartificially

increasedtheirpricesinChinatodrawmoreappealtoitsproductasaluxurygood.

Nonetheless,Starbucks’popularityinChinacontinuestogrow,evenaspricesaresteadily

increasing.Starbucksasabrandhaspositioneditselfasaconceptassociatedwithluxury

andprestige,onethatChineseconsumersarecontinuingtoconsumeastheyattempttolive

uptothestatusthatStarbucksrepresents.Byconsumingabeveragethatisperceivedtobe

53

partofadistinctsocialgroup,consumersareabletoexpresstheirownidentity,orthe

identitytheydesire.Themereactofconsumingcoffeecandistinguishconsumersfromone

another,whereastheconsumers’interpretationsoftheproductinfluencetheiridentity

formation.Consumersarethusablethroughthemeansofconsumptiontodefinetheir

desiredidentity.

ToChineseconsumersStarbucksequalstheWest,andforindividualconsumers

whodesiretobeperceivedaspettybourgeois,associatingthemselveswithanewidentity,

italsosymbolizesaneasywaytoachievethat.Arguablyhowever,Starbucks,althougha

Westerncompany,doesnotreflectanauthenticWesterncoffeeculture.Starbuckshashad

toconstantlylocalizeitselftoChinesecultureinordertoremainattractivetoconsumers.

OfferingspecialtydrinkstailoredtoChinesetastesandfoodgoodsthataretraditional

Chinesesnacks,StarbucksoffersacoffeeculturethatisasmuchChineseasitisAmerican.

WhatChineseconsumersarecurrentlyconsumingisabrandthathasbeen“glocalized”

(Robertson1995)tocultivateastrongerrelationshipamongnativeconsumers.YetChinese

consumershaveassociatedtheStarbucks’brandasauthenticallyWestern.Butwhocould

faultthem?VeryfewparticipantsinthestudyhadevertraveledoutsideofChinaandthus

hadnoreferencepointtorelatetotheirownperspective.WhenStarbucksenteredthe

Chinesemarketinthelate1990’swithnocompetition,iteffortlesslyconsolidateditselfas

theauthenticrepresentationofWesternculture,exploitingbothChineseconsumers’lackof

understandingofWesterncultureandtheirincreasingdesiretoappearmoreWestern.

Chineseconsumers’adoptionofcoffeeculturethushaslittletodowiththecoffeeitselfand

moretodotheimagethatisassociatedwithit.Thisisfurtherevidencedbythefactthat

coffee,thoughgrowinginpopularity,hasyettoenterthehomespace.Apartfrominstant

54

coffee,noneoftheparticipantsinthesurveyhadeverbrewedcoffeeathome,solely

drinkingthebeverageatestablishments.

ToChineseconsumersStarbucksisaWesternbrand,sellingaWesternproductthat

isinherentinWesternculture.StarbucksrepresentsameansthroughwhichChinese

consumerscanfeelconnectedtoapartoftheworldthatmanyofthemdreamoflivingin.

AndintheirlivesStarbucksofferstheabilitytoidentifyhowevertheypleaseatonlya

fractionofthecostascomparedtobrandsuchasGucciorPrada.

ButwhyisitimportantforustoconsiderStarbucksaboveallotherWestern

brands?TobeginIbelieveitisnecessaryforthosewhoareunfamiliarwithChineseculture

tounderstandtheimportancefoodtoChineseculture.Mínyǐshíwéitiān(民以食为天),a

commonChineseproverb,translatesroughlyto“foodistheGodofthepeople”,orassome

haveinterpretedit,foodfirst,ethicalnecessitiessecond(Lu,2013).TotheChinesealmost

nothingisasimportantasfoodandfoodculture.Sothedrasticriseintheconsumptionofa

foreignfoodstuffisinterestingconsideringhowimportantfoodandcultureareintertwined

inChineseculture.Starbuckshas,unlikemanyotherforeigncompaniesandproducts,

questionedChineseconsumersidentityandhowtheyperceivethemselvesinaglobal

context.

AsChinabecomesincreasinglymoregloballyinterconnected,Chinesecitizensare

becomingsubjecttoincreasinglylevelsofforeigninfluence,questioningtheirsocial

identitiesinthecontextofbecomingglobalconsumers.Chineseconsumersarethusfaced

withbalancingtheirnativeculturewithinfringingWesternculturethathasbecome

increasinglyattractivetothem.AlthoughmanywishtoemulatethelivesoftheirWestern

55

counterparts,theidealsandpracticestheyareadoptingcontradictthedeepcultural

heritageoftheircountry.Starbucksrepresentsonlyaglimpseintothisinteraction,as

coffeehasslowlyattractedteadrinkersbyitsunique,foreignnature.Thistransition,ina

societythatwhosecultureishistoricallyintertwinedwithitscuisine,illustratesthedepth

ofinfluenceWesternculturehasimpactedChineseculture.HowChineseconsumersstrike

thisbalancebetweenWesternandnativeidealswillultimatelydefinetheirfuture

interactionwithfurtherWesterninfluenceandiftheadoptionofmorenationalisticideals

iseminent.

56

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63

VII.AppendixI.Questionnaire:EnglishVersion

CoffeeQuestionnaire1.Areyouabovetheageof18? □ No (DO NOT CONTINUE SURVEY IF NOT) □ Yes (Please continue the survey) 2.Demographicinformation• Age()• Hometown()• Gender(□Male□Female)• Whatisyourapproximatedisposablemonthlyincome?___________• Isthisyourfirsttimeabroad □Yes □No

! Howmanytimeshaveyoubeenabroad?________! Wherehaveyoubeenabroad:__________________________________! Howlongdidyouspendintheseplaces?(pleaselistbelow)

• • •

3.Doyoudrinkcoffee?□No 3a.Whydoyounotdrinkcoffee? 3b.Haveyoueverbeentoacoffeeshop? □Yes 3b(i).Howoftendoyougo? (□never□lessthanonceamonth□1-3/month□1-2/week □3-4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________) 3b(ii).Forwhatreasondoyougo?(checkallthatapply)

□meet/hangoutwithfriends□meetnewpeople□study□drinkotherbeverages□utilities(wifi,etc.)□caffeine□other:___________

3b(iii).Didyoudrink/eatanythingwhenyouvisitcoffeeshops? □Yes,whatotherbeverages/foodstuffdidyouconsumethere?: _____________

64

□No,anyparticularreasonwhyyoudidnoteat/drink anything?_______ □No 3b(i).Anyparticularreasonyouhavenotbeentoacoffeeshop?□Yes 3b.Whattypeofcoffeedoyoudrink?(pleasecheckallthatapply) □instant/powdered□canned/bottled□espressobasedcoffee(anybeveragewithcoffeeinit)□blackcoffee (Ifcheckedabove,pleaseanswersubsequentquestionsthatcorrespondwith theboxesyouchecked) Instant/powdered 1.Howoftendoyoudrinkthisparticulartypeofcoffee? (□never□lessthanonceamonth□1-3/month□1-2/week□3- 4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________) 2.Wheredoyounormallypurchaseinstant/powderedofcoffee? 3.Forwhatparticularreasonsdoyoupurchase/drinkthisparticular typeofcoffee? Canned/bottled 1.Howoftendoyoudrinkthisparticulartypeofcoffee? (□never□lessthanonceamonth□1-3/month□1-2/week□3- 4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________) 2.Wheredoyounormallypurchasecanned/bottledofcoffee? 3.Forwhatparticularreasonsdoyoupurchase/drinkthisparticular typeofcoffee? Espressobasedcoffee 1.Howoftendoyoudrinkthisparticulartypeofcoffee? (□never□lessthanonceamonth□1-3/month□1-2/week□3- 4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________) 2.Wheredoyounormallypurchaseespressobasedcoffee? 3.Forwhatparticularreasonsdoyoupurchase/drinkthisparticular typeofcoffee? BlackCoffee 1.Howoftendoyoudrinkthisparticulartypeofcoffee?

65

(□never□lessthanonceamonth□1-3/month□1-2/week□3- 4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________) 2.Wheredoyounormallypurchaseblackcoffee? 3.Forwhatparticularreasonsdoyoupurchase/drinkthisparticular typeofcoffee? 4.Doyoudrinkcoffeeathome? □No

• Why?______ □Yes

• Why?______ 4a.Howoftendoyoudrinkcoffeeathome? (□never□lessthanonceamonth□1-3/month□1-2/week□3- 4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________) 4b.Whattypeofcoffeedoyoudrinkathome(checkallthatapply) □instant/powdered□espressobasedcoffee□blackcoffee 5.Doyoubrewcoffeeathome? □No

• Why?______ □Yes

• Why?______ 5a.Howoftendoyoubrewcoffeeathome? (□never□lessthanonceamonth□1-3/month□1-2/week□3- 4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________) 5b.Whattypeofcoffeedoyoubrewathome(checkallthatapply) □instant/powdered□espressobasedcoffee□blackcoffee 6.Doyougotocoffeeshops? □No

• Why?________ □Yes 6a.Howoftendoyougotocoffeeshops? (□never□lessthanonceamonth□1-3/month□1-2/week□3- 4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________) 6b.Howoftendoyoudrinkcoffeeatcoffeeshops?

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(□never□lessthanonceamonth□1-3/month□1-2/week□3- 4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________) 6c.HaveyoueverbeentoStarbucksinChina? □No

• ForwhatreasonshaveyouneverbeentoStarbucks?• Haveyoubeentoanyothercoffeeshop,eitherindependently

ownedorbrandname/chains?• WhydoyouchoosetogototheseplacesoverStarbucks?

□Yes HowoftendoyougotoStarbucks? (□never□lessthanonceamonth□1-3/month□1-2/week□3- 4/week□5-6/week□everyday□morethanonceaday □don'tknow□other:_________)

6c(i).WhatareyourmainreasonsforgoingtoStarbucksinChina?□meet/hangoutwithfriends□meetnewpeople□study□drinkcoffee□drinkotherbeverages□utilities(wifi,etc.)□caffeine□other:___________

6c(ii).HowsatisfiedareyouwiththefollowingitemsatStarbucksinChina?

VeryDis-

satisfied Neutral Very

Satisfied 1 2 3 4 5CoffeeTaste Prices Service(workers) Atmosphere(culture,relaxed.Etc.)

Othergoodstaste(eg,tea,cake)

Utilities(eg,wirelessnetwork)

Location(easytogetto/use)

Other:

67

7.Pleaserankthefollowingfactorsintermsoftheirimportancetowhereyouchoosetodrinkcoffee,with1beingthemostimportantand6beingtheleastimportant.___Coffeetaste___Service___Price___Atmosphere____Foreign___Othergoods(e.g.tea,cake)8.Doyoupreferforeignbrandsofcoffeeoverdomesticones? (□Yes□No□Uncertain)Pleaseexplain:9.IfanothercoffeebrandprovidedlowerpriceswiththesamequalityastosayStarbucksorCostaCoffee,wouldyougotosaidcoffee-shop?(□Yes□No□Uncertain)Pleaseexplain:10.Whatparticularassociationsdoyouhavewhenyouthinkofcoffee?11.WhenyouthinkofStarbucksinChina,whatwordswouldyouusetodescribeit?12.IsthereanythingmissingfromStarbucksinChinathatyouwouldliketosee/beoffered?13.WhatwouldmakeyoumoreinclinedtovisitStarbucksinChina?14.WhatwouldmakeyoulessinclinedtovisitStarbucksinChina?15.Whenpurchasingcoffee,howmotivatedareyoubythefollowingfactors?(pleaserankbyimportance1-6,1=mostimportant,6=leastimportance)____price____quality____brand____trendiness____convenience____value16.HaveyourcoffeedrinkingpracticeschangedduringyourtimeintheUS?Ifso,pleaseexplain:______17.Towhatextentwouldyouagreewiththefollowingstatements? 17a.Iamabrandconsciousperson. □StronglyAgree□Agree□Neutral□Disagree□StronglyDisagree 17b.Thebestpredictorofaproduct’squalityishowexpensiveitis. □StronglyAgree□Agree□Neutral□Disagree□StronglyDisagree 17c.Foreignbrandsofproductsaregenerallyhighqualitygoods. □StronglyAgree□Agree□Neutral□Disagree□StronglyDisagreeAdditionalnotes:

68

II.Questionnaire:Chineseversion咖啡的调查问卷

1. 你是 18 岁以上吗？

□ 不是 (不继续)

□ 是 (请继续) 2.基本信息• 年龄()• 家乡或者故乡()• 性别(□男性□女性)• 你的可支配收入是多少？(大致)___________• 这是你第一次出国吗？ □是 □不是

! 你出过几次国?________! 你去过什么国家？__________________________________! 在这些国家你生活过多长时间?(请在下面列出)

• • •

3.你喝不喝咖啡?□不喝 3a.你为什么不喝咖啡? 3b.你去过咖啡店吗? □去过 3b(i).你去咖啡店的频率?你多久去一次咖啡店？ (□少于一月一次□1-3次/月□1-2次/星期 □3-4次/星期□5-6次/星期□每天□超过一天一次□不知道 □其他:_________) 3b(ii).你为什么去咖啡店?(可多选)

□见朋友□结识新朋友□学习□喝其他的饮料□公共资源(wifi等)□为了喝咖啡提神 □其他的原因:___________

3b(iii).你在这家咖啡店的时候，你吃／喝其它食品吗？ □吃／喝 □ 你吃／喝什么？

69

□不吃／不喝 □为什么？ □没去过 3b(i).为什么你没去过咖啡店？□喝 3b.你喝什么样的咖啡?(可多选) □速溶咖啡/咖啡粉□瓶装/罐装咖啡□意式浓缩咖啡(尤其是浓缩咖啡， 比如拿铁，卡布奇诺，等)□黑咖啡 如果你选择以上任何一种咖啡，请按照你回答的种类勾选以下问题 速溶咖啡/咖啡粉 1.你多久喝一次这种特殊类型的咖啡? (□不喝□少于一月一次□1-3次/月□1-2次/星期 □3-4次/星期□5-6次/星期□每天□超过一天一次□不知道□其 他:_________) 2.你通常在哪里购买这种咖啡？

3.你为什么购买/喝这种特殊类型的咖啡?

瓶装/罐装咖啡 1.你多久喝一次这种特殊类型的咖啡? (□不喝□少于一月一次□1-3次/月□1-2次/星期 □3-4次/星期□5-6次/星期□每天□超过一天一次□不知道□其 他:_________) 2.你通常在哪里购买这种咖啡？

3.你为什么购买/喝这种特殊类型的咖啡?

意式浓缩咖啡 、 1.你如何经常喝这种特殊类型的咖啡? (□不喝□少于一月一次□1-3次/月□1-2次/星期 □3-4次/星期□5-6次/星期□每天□超过一天一次□不知道□其 他:_________) 2.你通常在哪里购买这种咖啡？

3.你为什么购买/喝这种特殊类型的咖啡?

黑咖啡 1.你多久喝一次这种特殊类型的咖啡?

70

(□少于一月一次□1-3次/月□1-2次/星期□3-4次/星期□5-6次 /星期□每天□超过一天一次□不知道□其他:_________) 2.你通常在哪里购买这种咖啡？

3.你为什么购买/喝这种特殊类型的咖啡?

4.你在家喝咖啡吗? □不喝

• 为什么?______ □喝

• 为什么?______ 4a.你在家的时候，多久喝一次上述特殊类型的咖啡？ (□不喝□少于一月一次□1-3次/月□1-2次/星期□3-4次/星期 □5-6次/星期□每天□超过一天一次□不知道□其他:_________) 4b.在家的时候，你喝什么样的咖啡(可多选) □速溶咖啡/咖啡粉□意式浓缩咖啡□黑咖啡 5.你在家泡咖啡吗? □不泡

• 为什么?______ □泡

• 为什么?______ 5a.你在家多久泡一次咖啡? (□不泡□少于一月一次□1-3次/月□1-2次/星期□3-4次/星期 □5-6次/星期□每天□超过一天一次□不知道□其他:_________) 5b.在家的时候，你泡什么样的咖啡？(可多选) □速溶咖啡/咖啡粉□意式浓缩咖啡□黑咖啡 6.你经常去咖啡店吗? □偶尔

• 为什么?________ □经常 6a.你多久去一次咖啡店？ (□少于一月一次□1-3次/月□1-2次/星期 □3-4次/星期□5-6次/星期□每天□超过一天一次□不知道□其 他:_________) 6b.你多久在咖啡店喝一次咖啡？

71

(□不喝□少于一月一次□1-3次/月□1-2次/星期□3-4次/星期 □5-6次/星期□每天□超过一天一次□不知道□其他:_________) 6c.你在中国的时候去过星巴克吗？ □没去过

• 为什么你没去过?

• 你去过其他的咖啡店吗？• 为什么？•

□去过 你多久去一次星巴克? (□少于一月一次□1-3次/月□1-2次/星期 □3-4次/星期□5-6次/星期□每天□超过一天一次□ 不知道□其他的:_________)

6c(i).在中国，你为什么去星巴克?□见朋友□结识新朋友□学习□喝其他饮料□公共资源(wifi等.)□喝咖啡提神□其他的因素:___________

6c(ii).在中国你对星巴克下列的方面满意程度如何？

十分不满

意不满意 一般 满意 十分满意

1 2 3 4 5咖啡味道 价格 服务／服务员 环境／气氛 其他的食品(比如,茶,蛋糕，等)

公共资源(例如无

线网等)

地点(方便吗？) 其他:

72

7.请将下列几个影响选择咖啡店的因素按照你认为的重要性排序，第一个最为重要，随之

递减。

___咖啡味道___服务___价格___气氛____品牌___其他的食品(比如,茶,蛋糕，等)8.你认为外国咖啡品牌比中国的咖啡品牌好吗？ (□同意□不同意□不知道)请说明:9.如果一个品牌的咖啡质量跟其他的咖啡店（比如星巴克或 Costa咖啡）一样，但价格比

其它咖啡店更便宜，你会去那里吗？(□会□不会□不知道)请说明原因:10.提到咖啡的时候，想到什么吗？11.你想到星巴克（在中国）的时候，你用什么词来形容它？

12.你以为星巴克（中国）应该提供什么服务或产品？对你来说，星宝客缺少什么？什么

因素吸引你去星巴克（中国）？13.是否有什么因素能够更加吸引你去星巴克（中国）？14.是否有什么因素使你不愿意去星巴克？15.在购买咖啡的时候，以下哪些因素促使你够买咖啡？（请标出重要性，1表示最重

要，以下递减）____价格____质量____品牌____潮流____方便16.你在美国的时候，你喝咖啡的习惯改变吗？请说明:______17.你同意以下陈述吗？ 17a.我是一个有品牌意识的人。 □十分同意□同意□中立的□不同意□十分不同意 17b.产品质量好坏的指标是价格的高低。 □十分同意□同意□中立的□不同意□十分不同意 17c.国外品牌的产品一般都是高质量的商品。 □十分同意□同意□中立的□不同意□十分不同意其它的信息：