Customer Lifestyle and Behavior - Coffee Market
Table of Contents
Introduction 1
Question A 3
I. Target Market 3
II. Market Analysis 5
Size of market 6
Growth of Market 8
III. Market Behaviour & Lifestyle of Market 8
Personality & Lifestyle 8
Perception 12
Learning 17
Motivations 20
Attitudes 23
Question B 25
Starbucks and OldTown 26
Lavazza and Illy 26
Crimson Cup Coffee 27
Conclusion 29
Reference 30
Book 30
Journal 30
Online Resource 30
Appendices 34
Introduction
Coffee is a drink being consumed from centuries ago first existence was found around the 9th century in Abyssinia (Ethiopia) discovered by a young goatherd (Another Coffee Ltd, 2010). During then, coffee was actually consumed in raw shape until the 11th AD when coffee was revolutionized due to the Arab accidental discovery of roasted coffee producing a surprising taste and flavour to become of what we known as, Roasted Coffee Beans (The Roast & Post Coffee Company, 2011). During the 17th Century, coffee began spreading across Europe so much so that they replaced the importance of alcohol beverage in some countries and Venice (Italy) opened the first coffee shop across Europe. Coffee firmly established in Central and South America between the 18th and 19th Century (The Roast & Post Coffee Company, 2011) (Another Coffee Ltd, 2010). Since then, coffee never stopped spreading throughout the globe and now runs through the Asian culture as well.
Today’s coffee is grown in five continents and is consumed worldwide as one of the most consumed commodities traded in the trade market. Greg Ubert, a Harvard graduate founded Crimson Cup Coffee & Tea (Appendix 1) in 1991 (ColumbusUnderground.com, 2010). Since then, they had been supplying, roasting, and supporting independent coffeehouse with their brand of coffee. According to Crimson Cup Coffee & Tea (2011), “it joins a network of over 400 independent coffeehouse, grocers, colleges and universities, and food service operation across 28 states who proudly sell Crimson Cup
Introduction 1
Question A 3
I. Target Market 3
II. Market Analysis 5
Size of market 6
Growth of Market 8
III. Market Behaviour & Lifestyle of Market 8
Personality & Lifestyle 8
Perception 12
Learning 17
Motivations 20
Attitudes 23
Question B 25
Starbucks and OldTown 26
Lavazza and Illy 26
Crimson Cup Coffee 27
Conclusion 29
Reference 30
Book 30
Journal 30
Online Resource 30
Appendices 34
Introduction
Coffee is a drink being consumed from centuries ago first existence was found around the 9th century in Abyssinia (Ethiopia) discovered by a young goatherd (Another Coffee Ltd, 2010). During then, coffee was actually consumed in raw shape until the 11th AD when coffee was revolutionized due to the Arab accidental discovery of roasted coffee producing a surprising taste and flavour to become of what we known as, Roasted Coffee Beans (The Roast & Post Coffee Company, 2011). During the 17th Century, coffee began spreading across Europe so much so that they replaced the importance of alcohol beverage in some countries and Venice (Italy) opened the first coffee shop across Europe. Coffee firmly established in Central and South America between the 18th and 19th Century (The Roast & Post Coffee Company, 2011) (Another Coffee Ltd, 2010). Since then, coffee never stopped spreading throughout the globe and now runs through the Asian culture as well.
Today’s coffee is grown in five continents and is consumed worldwide as one of the most consumed commodities traded in the trade market. Greg Ubert, a Harvard graduate founded Crimson Cup Coffee & Tea (Appendix 1) in 1991 (ColumbusUnderground.com, 2010). Since then, they had been supplying, roasting, and supporting independent coffeehouse with their brand of coffee. According to Crimson Cup Coffee & Tea (2011), “it joins a network of over 400 independent coffeehouse, grocers, colleges and universities, and food service operation across 28 states who proudly sell Crimson Cup