To some Hong Kong people, having a cup of Starbucks coffee in the morning would make them feel great for an entire day. Starbucks Coffee made its debut in Hong Kong in May 2000, with the first store launched at Exchange Square in Central. Nowadays, there are more than 110 stores in Hong Kong throughout the territory’s commercial, shopping & entertainment and residential areas. Enjoying a vanilla latte is one of the fast moving consumer goods that I recently purchased and I would like to conduct an analysis regarding my consumer behavior and buying decision process.
In Italian, latte means milk; while in the English, latte already referred to Café Latte, a coffee drink made with espresso and steamed milk.
Until the 1980s, the term ‘latte’ started to be used outside Italy. General latte consists of one-third espresso coffee plus two-thirds of the milk, and generally do not join the foam. It is compared with the cappuccino, more milk flavor.
People usually customize their coffee drink by adding different flavor of syrups such as caramel, vanilla, mint, and hazelnut. While for the vanilla latte, vanilla syrup is required. Vanilla is a kind of spice, which is an aromatic and pungent vegetable substance, used to flavor food.
Personal Factors that may affect my purchase behavior
Consumer buyer behavior refers to the buying behavior of final consumers- individuals and household who buy goods and services for personal consumption. The personal factors that may affect my purchase behavior are age and life-cycle stage, occupation, lifestyle, economic situation and personality and self-concept.
1. Age and life-cycle stage
According to the identification of 5 life-stage segment by RBC Royal Bank, I am in the segment of ‘getting started’, which is 18-35 years old. Due to having a strong sense of growing up, I want to try something different from what I have been drinking when I as a child. I started to purchase different kinds of coffee...