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The Study of Coffee Consumers’ Characteristics in Middle Taiwan

Journal Name:

  • International Journal of Science and Engineering Investigations

Publication Year:

  • 2016

Key Words:

Author NameUniversity of Author
Abstract (2. Language): 
In Taiwan, the coffee consumption market is increasing considerably. Consumer’s purchasing behavior is important to understand in the field of marketing research. This study attempts to examine the characteristics of coffee consumers’ opinions and purchasing behaviors by using a sample collected from several chain coffee stores in Taiwan. There are several interesting results of this study. Firstly, not the perceived brand, the quality of coffee is the main factor for the majority coffee consumers’ purchasing selection. It also showed that over 37% coffee consumers concerned the ambience of coffee store. And the high price coffee stores have high degree satisfaction with coffee satisfied, environment, service, and indicating consumer’s position. And the masstige coffee has high CP value for consumers. Those results may indicate an insight of coffee consumption market in Taiwan.
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  • English

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