Factors Affecting Coffee Consumption Culture in China during the year 2012-2021
Keywords:
Coffee, Consumption factor, Consumer culture, Cultural opennessAbstract
Foreign cultural openness has made Chinese consumers more aware of and familiar with coffee, which has led to its current popularity in China. This research aims to study the evolution of coffee consumption culture in China, focusing on factors affecting coffee consumption culture between 2012 and 2021, as well as analyzing future trends in coffee consumption culture in China. This qualitative research uses data from documents, articles, and related research, employing content analysis for data compilation and analysis.
The results of the study found that coffee consumption culture in China between 2012 and 2021 is more diverse than in the past. Factors affecting consumption culture can be divided into 1) Marketing factors, including marketing strategies of coffee brands that meet the diverse needs of consumers, the diversity and novelty of coffee consumption patterns, the convenience and safety of coffee consumption, and innovations and new technologies used to develop the coffee business. And 2) The other supporting factors, such as the openness to foreign cultures of modern Chinese consumers, the implementation of the “One Belt, One Road” initiative, and support from the Chinese government and private sectors, which have led to increasing foreign investment in the coffee business in China. This research is therefore useful for coffee business operators who intend to invest in China, as it provides guidance for determining marketing strategies that are appropriate for the target group of Chinese consumers.
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