The Chinese attitude to foreign brands in the case of Starbucks’ success

Abstract

The article is dedicated to the ways in which Chinese consumers engage with foreign brands, looking specifically at their perceptions and experiences of Starbucks. Based on online-interviews with consumers from Beijing, Tianjin, Shanghai, the article explores the factors which contributed to the company's popularity in China. The relevance and degree of study of the researched problem in foreign literature is underlined. From the results, it was found that western culture adoration and Starbucks’ smart market entry strategy were the key factors in determining the consumer decisions and preferences in drink consumption. We suggest that the results of this survey can be used to assume Starbucks’ strategy for entering the Belarusian market