Cappuccino Wars II 1. Why have coffee bars been so popular with consumers in the UK?

Before the coffee fever got to the UK, tea was preferred by many, and that habit came from Europe. But while the UK was drinking tea, USA conquered a new warm drink, the coffee. This new coffee culture was grounded in USA, but got quickly to UK. It all started with an explosion with coffee bars on UK high streets. Seattle Coffee Company opened in 1995 and their purpose was to serve the British good quality coffee. These coffee shops are seen as a “bit of heaven”. The consumers can in these coffee shops relax in comfortable couches, relaxing surroundings and enjoy a nice cup of coffee in the middle time. All this appeals too many British, especially young singles and high earners, and going to these coffee shops has a form for high class that is very coveted by young high earned workers.

2. You are considering visiting a coffee bar for the first time. What would influence your choice of coffee bar to visit? Is this likely to be a high- or low-involvement decision?

If I were considering visiting a coffee shop for the first time, my influence would probably be a high involvement decision. The first thing I would consider is which coffee bar is placed. If there for example were placed a coffee shop in Birkerød and one in Copenhagen I would choose Copenhagen, because Copenhagen has more prestige and class than Birkerød.
The second thing I would consider is the surroundings of the coffee shop. Is it a good environment and is it a relaxing and comfortable place?
The third thing would be the age group the coffee bar has. If it’s mainly for adults I’d not go in there, but choose a place that is more my age.
The four and last thing is how my friends talks about the place I want to go to. If they recommend it, I’ll try it, but if it’s recommended bad I’ll find a new