Customer Behavior

6254 Words26 Pages
Consumer Behaviour (MKT 3603)
Consumer Behaviour Analysis of McCafe

Table of Content

Executive Summary 3
Company background 5 McDonald’s Corp. (NYSE: MCD) 5
Industry Background 6
Direct Competitors 7 Starbucks Corp. (SBUX) 7 Pacific Coffee 8
Competitor Analysis 9
Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis of Mccafe 10
Research Topic -Customer attitude towards McCafe 11 Problems from Research Finding 11 McCafe image issue 11 Too many inertia consumers 11
Customer Profile 12 Individual Consumer 12 Need Analysis for Mccafe’s Customer 12 Utilitarian needs VS Hedonic needs 13 Environmental influence in Decision Making 17
Recommendation 20 Objective 20 Marketing
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Products & Services
Products:

- Specialty coffee
- Milk base drink
- Fruit base tea
- Cold beverages
- Baked goods and pastries
- Snacks

Services:
- Retail

Industry Background

Coffee culture is thriving in Hong Kong with big business opportunities, In 2006, a total of about 5 018 tonnes of imported coffee beans and coffee powder, and 2 196 tonnes of imported coffee products (e.g. instant coffee) were consumed in Hong Kong.

More than one-sixth (17%) of the consumed imported coffee beans and coffee powder came from Indonesia, while the remaining was mainly imported from Columbia, the mainland of China (the Mainland) and the USA. Over 40% (41%) of the coffee products came from the Mainland.

In the past 16 years, the local consumption of imported coffee beans, coffee powder and coffee products has been increasing steadily, from 2 537 tonnes in 1991 to 7 214 tonnes in 2006. The average annual growth rate was 7.2% according to the Hong Kong Census and statistics Department.

Although people in Hong Kong traditionally prefer tea, the launch of large coffee chains has created an established coffee culture in the city, many consumers adopt coffee-drinking to hang out with friends and not for the actual coffee itself. Furthermore, asians are much more accepting and tolerant of big companies, supporting their investment dollars and job creation, and don 't have the almost automatic negative reaction to big business that
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