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.