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The Localization Strategy of Costa Coffee in the Chinese Market and Its Impact on Consumer Choice Preference and Brand Loyalty
- 1 Queen’s Elite Academy of Canada, Toronto, M2J4A6, Canada
* Author to whom correspondence should be addressed.
Abstract
The focus of this study is the strategy of Costa Coffee in the Chinese market through its endeavor to analyze the extent to which this brand adapted product offerings to suit local consumers' preferences. This research seeks to establish the degree to which the offerings of Costa Coffee, differentiated for the local market, would influence the choice preference and brand loyalty of the Chinese consumer. The study provides a comprehensive view of consumers' perceptions of the brand, along with the effectiveness of Costa's market strategies by way of interviews with consumers and analysis of market data. The findings indicate that through the development and introduction of beverages and food items at local levels of taste and cultural relevance, Costa Coffee has greatly captured the psyches of Chinese consumers. The approach made Costa Coffee more popular with Chinese consumers but also gave the brand a considerable hike in the sales graph with increased customer loyalty. By blending the global brand identity perfectly with the local flavor, Costa Coffee has set the ideal example for successful localization in the diverse and competitive market.
Keywords
Localization, Taste preference, brand loyalty
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Cite this article
Pan,Y. (2025). The Localization Strategy of Costa Coffee in the Chinese Market and Its Impact on Consumer Choice Preference and Brand Loyalty. Advances in Economics, Management and Political Sciences,158,50-54.
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Volume title: Proceedings of CONF-BPS 2025 Workshop: Sustainable Business and Policy Innovations
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