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.
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?
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