Hedonic and utilitarian aspects of coffee consumption in China

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.