| Summary: | 碩士 === 逢甲大學 === 經營管理碩士在職專班 === 97 === This research takes a coffee chain-store in Taichung County as experimental object. Through discussing customers’ purchasing motivations, information sources, selecting styles, and consumption patterns, we could define if population and life style takes effect. We hope we could realize this coffee chain-store’s competitive merits and disadvantages and suggest them future direction for stable their competitive merits.
Therefore, we can conclude the following result:
1.There is no significant difference on brand image among different genders, ages, occupations, and incomes.
2.There is indeed a significant difference on brand image between different marriage situation and education level.
3.There is a significant effect for consumers on brand image. During this research, we can conclude the statistic for four major effects. The mutual advantage and utility factor affects consumers for choosing brand’s image. However, professional image has no significant effect in the four major effects.
4.Coffee chain-shop’s brand image can effectively induce consumptive behavior.
By concluding the result, the mutual advantage, utility, and legitimacy can truly enhance customer acknowledge for their brand image and future consumptive behavior.
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