BEHAVIOR OF BUYING

First of all, the coffee is one of the beverages the most consumed. We can see that in general, men started to drink coffee at the age of 17 and 19 for the women. The main target is mainly composed of active women and men between 25 to 45 years old. 

Regarding branded coffee chain, a British survey has shown that “54,6% of 20 to 24 years old were most likely to choose a branded chain compared to 17.7% of those aged 65 years old and more”. The same survey has also shown that “major coffee chains were more popular among men (29,4%) than women (20.6%).

Some aspects of the Maslow’s Hierarchy of needs explain the consumer behaviour to purchase in branded coffee shops. The first one is the “love and belonging”: consumers like to create a “sense of connection” and they feel the need to belong to a certain social category. In consuming Starbucks or Costa Coffee, they are looking for social approval. The two international brands have a real power in the purchasing habits. These kinds of brands became “the place to be”.

Consumers who visit coffee shops are in majority with friends. They frequent these kinds of coffee shops to spend an enjoyable moment with their friends in a cosy atmosphere.  Thus we can say that coffee shops became a social activity.

Article written by Elsa Bertrand