An investigation of consumers’ attitudes towards coffee brands
In order to know the real information of French coffee market, I do a research to collect the French consumers’ true attitudes towards coffee brands. Although my quantity of respondents is not very large, but it may represent a part of French consumers attitudes.
In my 16 respondents, 37.5% people would like to drink coffee several times a week and 25% of them drink it several times a month, what means coffee brands can have a good development in France.
In my survey, 62.5% respondents prefer to choose Maxwell House most, Nescafe and Illy only have one fifth of Maxwell House, most of people consider the coffee brand’s fame, taste, reasonable price and recommendation will affect them most when they choose a brand of instant coffee.
According to this data, we can realize why most of them prefer to choose Maxwell House. The brand strategy of Maxw
ell House is providing good taste coffee with a low price, the slogan of Maxwell can indicate this position: Good to the last drop. When two brands have similar position, similar price, like Nescafe and Maxwell, the taste would be the most important reason for consumers’ choice. In conclusion, if Nescafe would like to exceed Maxwell, it should try to change the taste and provide more various tastes for consumers.
For illy, most of my respondents think it is really a good and an expensive brand with high
quality, however, just few people prefer most to choose this brand. High evaluation but low favor, what can indicate the price of the coffee beans and the necessity of coffee machine are the most important affecting reasons of purchasing behavior.
I will analyze these three famous coffee brands more in detail by using the tools what teacher has taught us in class.