An international coffee corporation is expanding its coffee shops into developing economies. Based on your knowledge of Tata and Nano, which of the following will most likely be successful for image-conscious consumers who wish to make a coffee shop purchase?


Many consumers consider a coffee from a well-recognized international coffee company to be a prestige item that projects a certain image. These consumers may be willing to pay more than they would for the generic, unmarked coffee, but they may not opt for the largest size available.