| Summary: | 碩士 === 中國文化大學 === 生活應用科學系碩士在職專班 === 101 === The purpose of this research is to study the current selling status of
“Best for You Café” and the differences, correlations, and predictability
between different individual’s background, marketing stimulation, and
consumer behavior. This research adopted purposive sampling’s
questionnaire survey by using personal information, marketing stimulation,
and consumer behavior scale.
There were 404 effective questionnaires collected from the faculty,
full-time, and part-time student of Chinese Culture University School of
Continuing Education. The questionnaires was then analyzed by statistical
software SPSS 20.0 with the method of frequency distribution, percentage,
mean, standard deviation, independent sample t test, one-way analysis of
variance (scheffe’s test if significance differences were shown), chi-square
test, multiple regression analysis. The results are as following:
1. The overall hygiene of Best for You Café’s product was “like and
very like” 71.2%.
2. The most favorite light food of Best for You Café was Muffin
(sweet) 47.5%, Muffin (salty) 23.0%.
3. The most favorite of Best for You Café was Coffee 41.3%, Juice
33.7%, Tea 25.0%.
4. There are significant differences between the product, price,
promotion, and place with the satisfaction of respondents.
5. There are significant correlations between the product, price,
promotion, and place with the satisfaction of respondents.
6. The product, promotion, and place were shown significant
predictability to the satisfaction of respondents.
vi
The Following are the suggestion:
1. Current Product: develop new flavor for muffin and other light
food product; develop new markets.
2. Price Setting: set up decent price due to respond’s options and
according to the supply and demand of the café’s situation.
3. Marketing Strategy—design new marketing strategy according to
the characteristic of the product and the light café.
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