Hedonic and utilitarian aspects of coffee consumption in China

DSpace/Manakin Repository

Show simple item record

dc.contributor.advisor Hu, Lala it_IT
dc.contributor.author Messina, Ruth <1994> it_IT
dc.date.accessioned 2018-06-20 it_IT
dc.date.accessioned 2018-12-03T06:20:48Z
dc.date.available 2018-12-03T06:20:48Z
dc.date.issued 2018-07-06 it_IT
dc.identifier.uri http://hdl.handle.net/10579/13253
dc.description.abstract In this thesis, I would like to analyze coffee consumption in the Chinese market by investigating previous research on this topic and by adding further findings. Findings have been obtained through an analysis of Food & Beverage industry from the hedonic and utilitarian consumption perspective, an empirical study on a well-known Chinese social media, Weibo, and the investigation of the experience in the Chinese market of some coffee brands. First of all, the literature about hedonic and utilitarian concepts have been revised in order to use them to analyze Food & Beverage industry with a special focus on coffee. Secondly, since the focus is on the Chinese market, Chinese changing consumption habits have been explored in-depth. Indeed, Chinese diet structure and consumption patterns have been evolving since the economic reforms of 1978. An important change is the westernization of Chinese diet and the new role of imported products in it. Especially millennials embody this new trend toward westernization and are the holder of the future trends. With the purpose to get some evidence about how Chinese consumers think of coffee and why they consume it a qualitative study of a Chinese social network (Weibo) has been implemented. Posts containing the sentences “drink coffee” have been translated from Chinese, codified and categorized. In addition, thanks to the help of two famous companies, Hausbrandt and Illy, a deep analysis of these company experiences in selling coffee in the Chinese market was possible. In conclusion, the purpose of this thesis is to actively contribute to the existing research about coffee consumption in China, given the coffee great potential of growth in the Chinese market and considering its relevance as an example of a Western product which is slowly becoming part of the Chinese diet. it_IT
dc.language.iso en it_IT
dc.publisher Università Ca' Foscari Venezia it_IT
dc.rights © Ruth Messina, 2018 it_IT
dc.title Hedonic and utilitarian aspects of coffee consumption in China it_IT
dc.title.alternative Hedonic and utilitarian aspects of coffee consumption in China it_IT
dc.type Master's Degree Thesis it_IT
dc.degree.name Lingue, economie e istituzioni dell'asia e dell'africa mediterranea it_IT
dc.degree.level Laurea magistrale it_IT
dc.degree.grantor Scuola in Studi Asiatici e Gestione Aziendale it_IT
dc.description.academicyear 2017/2018, sessione estiva it_IT
dc.rights.accessrights openAccess it_IT
dc.thesis.matricno 846875 it_IT
dc.subject.miur SPS/08 SOCIOLOGIA DEI PROCESSI CULTURALI E COMUNICATIVI it_IT
dc.description.note it_IT
dc.degree.discipline it_IT
dc.contributor.co-advisor it_IT
dc.subject.language CINESE it_IT
dc.date.embargoend it_IT
dc.provenance.upload Ruth Messina (846875@stud.unive.it), 2018-06-20 it_IT
dc.provenance.plagiarycheck Lala Hu (lala.hu@unive.it), 2018-07-02 it_IT


Files in this item

This item appears in the following Collection(s)

Show simple item record