Research on brand loyalty of Costa coffee in Chinese marke

Abstract

The purpose of this research is to explore how to improve Costa brand loyalty in Chinese market. According to the existing theories, it explained that brand loyalty is a sustainable competiveness for brand to acquired profits. And it also pointed that the advantages of brand loyalty, such as: reduce marketing costs, trade leverage, attract new  consumers and respond competitive threats. It also pointed out consumers’ satisfaction, brand trust, perceive value, repeat purchase behavior, commitment and involvement all influence brand loyalty. In order to investigate which part is more important for improving brand loyalty of global coffee retail brand in Chinese market and find a way to help it success. This paper adopts secondary research to collect data and use Costa and Starbucks as case to analyze. According to Starbucks highly brand loyalty and successful experience in China, it expressed that understanding local culture and integrating it into their products and services are essential for global coffee retail brand to satisfy consumer’ need. At the end of the research, it found that global coffee brand loyalty closely related to consumers ‘satisfaction. And Costa need to provide more products choice for Chinese consumer and integrate Chinese flavor into their products will help it get highly brand loyalty then acquired more loyalty consumers.