The consumption experience of Tim Hortons’ coffee fans

Abstract

Purpose

The purpose of this research is to understand the overall consumer experience, while highlighting the means through which consumers live and take possession of what they consume.

Design/methodology/approach

Holt’s typology serves as the theoretical background. Choosing a netnographic framework, we analyze the coffee experiential universe of 41 Canadian consumers of Tim Hortons' coffee by studying their personal stories posted on the company’s website.

Findings

Individuals predominantly associate the consumption of coffee with ritual, happiness, joy, travel companion and extended relationship. These categories relate to mystique (ritual); pleasure (happiness and joy); travel (travel companion); and love (family-like relationship).

Research limitations/implications

We acknowledge that there is a danger of bias in our data considering that we used the narratives that recorded the highest hits. However, these narratives represent a socially constructed reality which was validated by Tim Hortons’ fans themselves.

Practical implications

To maintain a strong market position, it is no longer sufficient to understand the associations linked to the overall experience of a product’s consumption. The company must also have ways of accessing or appropriating the consumer experience.

Originality/value

The study shows that it is possible for today’s consumer products to become symbolic representations in the minds of consumers, provided that the consumer has a strong attachment to the brand. It is essential to understand the appropriation practices of consumers’ experiences, as these hold significant theoretical and managerial implications.

Citation

Richelieu, A. and Korai, B. (2014), "The consumption experience of Tim Hortons’ coffee fans", Qualitative Market Research, Vol. 17 No. 3, pp. 192-208. https://doi.org/10.1108/QMR-06-2012-0032