Ch. 6 - Consumer Decision Making

Every Lavazza’s consumer is affected by conscious motives such as the high quality of the product that performs important label of ''Made in Italy''. Customers who choose to drink Lavazza coffee, are willing to pay a good amount of money in exchange of authenticity of the real Italian espresso taste. 

Ch. 5 - Developing a Global Vision

For four generations Lavazza has been synonymous with Italian coffee throughout the world. This status however, has not prevented the company from continuing to pursue sustainable growth in international markets. Therefore, Lavazza initiated a collaboration with ‘’Interbrand’’ to develop a global branding strategy, by positioning their product in different countries.