The consumption level of Starbucks coffee. To which consumption level does the new Starbucks coffee belong?

Which consumption level does Starbucks coffee belong to?

As a world-renowned coffee chain brand, Starbucks has always attracted many consumers with its high-quality coffee and comfortable environment. However, for a relatively high-priced brand like Starbucks, what consumer level does it belong to? This article will analyze and answer this question from different angles.

1. Price positioning

The first thing to consider is the price that Starbucks is positioned at in the market. Compared to the low-priced products offered by other ordinary coffee shops or fast food restaurants, Starbucks is clearly more inclined to the high-end market. A medium-sized (GranDE) latte or cappuccino costs about RMB 30 in mainland China, and it is basically maintained at a similar level in the international market. This is in stark contrast to the "cheap" food and drinks that ordinary people are exposed to in their daily lives.

2. Pursuit of quality

Secondly, we should consider that Starbucks emphasizes the high quality of its products. Starbucks is famous for its strict coffee bean selection standards and unique roasting process, and is committed to providing consumers with the best coffee experience. In addition, Starbucks also pays attention to service quality and store environment, creating a comfortable and pleasant consumption place. This attitude of pursuing excellent quality and elegant experience has established a high-end image in the minds of consumers.

3. Target customer group

Once again, we need to consider Starbucks' target customer group. From the beginning, Starbucks positioned itself as a "third space", which is not one of the two main living places, home or office, but a place for people to relax, socialize, work, study, etc. Therefore, people who are willing to pay a higher price in exchange for a better environment and service experience when choosing to consume have become Starbucks' main attraction.

4. Brand influence

Finally, we need to consider the influence of Starbucks as a world-renowned brand. Many people have a certain degree of knowledge and understanding of Starbucks, both in the domestic and international markets. Starbucks' brand image and reputation have made it a symbol of fashion and high-end, attracting consumers who pursue individuality and a taste of life. This influence has further strengthened Starbucks' high-end image in the minds of consumers.

in conclusion

In summary, from the perspectives of price positioning, quality pursuit, target customer group and brand influence, we can conclude that Starbucks coffee belongs to a higher consumption level. Although everyone has different understandings of the concept of "high-end", compared with ordinary coffee shops or fast food restaurants, Starbucks is undoubtedly closer to a luxury brand. However, when choosing whether to enjoy such a high-end experience, everyone should make a reasonable trade-off based on their own economic strength and needs.