Thais and Koreans attitudes and consumer behavior towards premium coffee

Abstract

The objective of this study is to understand about the relationship between the consumer and the brand image of Starbucks Coffee. The author chose to study "Starbucks" because of the "Starbucks" is an American coffee shop, which is worldwide well-known. Starbucks offers the unique with distinctive patterns decorating, the coffee flavors, and impressive service. Drinking coffee in Thailand and Korea originally had a culture of elites before. Later it was spread to the middle classes and to the ordinaries. The coffee shop happens a lot in that time until the happening of another coffee culture came to Thailand and Korea rapidly. Such as shop “Starbucks” were selected as case studies with qualitative analysis methods, using the questionnaire by in-depth interviews as samples which are 40 people in Thailand divided 20 for Thai respondents and 20 for Korean respondents. The results showed that both Thailand and Korea, most of respondents have the main purpose of buying coffee from to refresh the body and drowsiness during work or study until the coffee becomes part of everyday life. While drinking coffee at the store, there are other activities such as reading or internet chatting through mobile phones. Modern and tasteful definition is that the respondents said when asked what Starbucks indicates the identity of the consumer.