The Strategy of Consumption Patterns in The Realm of Elegance: A Case Study of Blue Bottle Coffee

Abstract

Over the last two years, Shanghai, China, has seen an increase in the number of upmarket coffee shops. This study seeks to identify the inherent variables that contribute to the popularity of these institutions, identify their flaws, and ultimately make specific recommendations. This research focuses on the iconic brand Blue Bottle Coffee, digging into its brand narrative and aesthetic design while applying psychological and marketing insights to examine and interpret consumer behavior. This study successfully reveals the logic behind the brand's meteoric surge in popularity through a rigorous analysis of social identity, environmental quality, and added value. It provides a holistic understanding of the phenomenon by combining knowledge from these three facets. This study adds to the larger conversation on customer preferences and brand success in Shanghai's changing coffee shop ecosystem. The major goal of this article is to provide coffee brand operators with novel ideas and new perspectives. This is accomplished through a thorough examination of Blue Bottle Coffee's marketing strategies, design, and concepts. This research seeks to provide not only practical ideas for coffee brand operators but also to contribute to the extension and application of theoretical knowledge in the fields of consumer psychology and marketing design.