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Investigating the impact of Chinese consumers’ attitude on the future of Starbucks in China.

1. Aim
For many reasons, the Chinese market was not been considered as viable market until recently. Now China has not only become one of the major trading nations in the world, it has also considered as a market with great potential for many businesses.
The overall aim of this research is to investigate the impact of Chinese consumers’ attitude on the future of Starbucks in China.

2. Objectives
Objectives are the stages need to be achieved in order to meet the aim. In order to understand the relationship between consumers’ attitude and behavior and Starbucks in China, the follow objectives could be useful. These objectives are including:
 To provide an overview of the current trend for foodservice consumption
 To critically discuss how the changing economic conditions can impact on consumer behavior in China
 To critically evaluate how culture can influence Chinese consumer’s attitudes to western food and drink
 To critically discuss the impact of media on the consumer behavior
 To critically examine the motivations of Chinese people for visiting Starbucks
 To critically assess the suitability of Starbucks in the Chinese market

3.Rationale
This research stems from an interest when many studies stated that there are many international
4. Literature Review
4.1 Consumer Attitude
4.2 Economic influence
5. Research Method
5.1 Secondary Research
5.1.1Construction of the Secondary Research Design
5.2 Primary Research
5.2.1 Construction of Design
5.2.2 Sample
5.2.3 Procedure

Appendix 1 Example of Questionnaire
I am a student from Birmingham College of Food. Currently I am undertaking a research and the topic is “investigate the impact of Chinese consumers’ attitude on the future of Starbucks in China”. It would be grateful if you can fill this questionnaire to help this study. All responses are kept confidential and no individual data will be disclosed to public.
Thank you for your contribution to this study.
Part 1
1. Gender □Male   □Female
2. Age:_________
3. Education: □ None  □ High School  □ Technical College  □ University
4. Job level: □ Blue Collar   □ White Collar  □ Professional/Managerial
5. Income (RMB): □ 500-1500   □ 1501-2500   □2501-3500   □over 3501
Part 2
1. How often do you go to Starbucks?   □ Never    □ 1-3 times per month    □ 4-6 times per month  □ More than 6 times per month
2. Do you go there for: □ Drinking coffee  □ Reading  □ Chatting with friends         □ Relaxing  □ Others, Please State_________
3. Do you like the taste of coffee: □ Yes  □ No
4. Do you satisfy with the price:  □ Yes   □ No
5. Do you think Starbucks should localize some of its product: □ Yes   □ No
6. Have you been to other coffee shops: □ Yes   □ No

Reference
Ariga M. & Wen G. (1997), China’s Generation Viable Target Se本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。