世論 What Japan Thinks

Although I feel Starbucks’ drinks resemble coffee in the same way that happoshu resembles beer (but without the low price tag), plenty of people love them, as this recent survey from iShare into star ratings for coffee chains shows.

Demographics

Between the 19th and 22nd of December 2008 441 members of the CLUB BBQ free email forwarding service completed a private internet-based questionnaire. 53.5% of the sample were male, 14.1% in their twenties, 44.4% in their thirties, 31.1% in their forties, and 10.4% in their teens or aged fifty or older.

Having said that I dislike Starbucks, I saw a poster outside one of their shops to say they now have seasonal tea lattes which did look nice, but not nice enough to tempt me inside.

My favourite chain is Kobe-based (although I did find one near Tokyo Tower once) and called UCC (Ueshima Coffee Company), with their green tea latte being a particularly fine drink.

Research results

For each chain, only people who have visited them voted.

Q1: Including price, flavour, etc, how do you rate the following coffee shop chains?

A: Starbucks (Sample size=324, 73.5%)

	All	Male N=173	Female N=151
Three stars	19.8%	15.0%	25.2%
Two stars	53.1%	53.2%	53.0%
One star	21.6%	23.1%	19.9%
No stars	5.6%	8.7%	2.0%

B: Doutor (Sample size=324, 73.5%)

	All	Male N=178	Female N=146
Three stars	13.0%	10.7%	15.8%
Two stars	49.7%	44.9%	55.5%
One star	31.5%	36.0%	26.0%
No stars	5.9%	8.4%	2.7%

C: Excelsior (Sample size=155, 35.1%)

	All	Male N=72	Female N=83
Three stars	10.3%	9.7%	10.8%
Two stars	51.6%	45.8%	56.6%
One star	30.%	34.7%	26.5%
No stars	7.7%	9.7%	6.0%

D: Pronto (Sample size=167, 37.9%)

	All	Male N=85	Female N=82
Three stars	2.4%	2.4%	2.4%
Two stars	46.1%	42.4%	50.0%
One star	40.1%	42.4%	37.8%
No stars	11.4%	12.9%	9.8%

E: Renoir (Sample size=160, 36.3%)

	All	Male N=94	Female N=66
Three stars	3.8%	3.2%	4.5%
Two stars	40.0%	42.6%	36.4%
One star	40.0%	38.3%	42.4%
No stars	16.3%	16.0%	16.7%

F: Kohikan (Sample size=185, 42.0%)

	All	Male N=103	Female N=82
Three stars	10.3%	7.8%	13.4%
Two stars	40.5%	36.9%	45.1%
One star	39.5%	45.6%	31.7%
No stars	9.7%	9.7%	9.8%