| Summary: | 碩士 === 樹德科技大學 === 經營管理研究所 === 101 === For recent years, public has increase the consumptive power on coffee, and the flourish of coffee shops makes the coffee markets are highly competitive. The trend of coffee consumption has relevance with person’s lifestyle, and different in product attributes, both of them will affect consumers’ behavior. The purpose of this study was how Lifestyles and Product Attributes affect Consumer Behavior in Café. My object of study is include Crown Fancy, Donutes and 85℃, total has 385 valid questionnaires. Tool for the questionnaires is made by myself'' which called " Questionnaire of Coffee consumption behavior", includes "Lifestyle", "Product Attributes", "Consumer Behavior" and "Basic Information". Using Descriptive statistics describe the sample data and the consumer behavior in current; Factor analysis to reduce the data; t-test and ANOVA explore differences; Correlation and Stepwise multiple regression analysis is investigate impact. Significant results were as followed:
1. The age is concentrated in 19 to 30 years; women are more than men; unmarried; the average income of monthly concentrated in the 20,001-30,000; students and service industry providers are the majority, education is focus in university.
2. Most consumers get information through the "coffee location" and "the WOM(word of mouth) by friends and family " , motivation is "convenience of the location" and "just want to drink", most people come to coffee store in afternoon and evening, belong to regular consumption, and latte is best-selling product, an average consumption is below 100 dollars.
3. The factors of lifestyle were "self-cognition" (M = 3.41), "coffee holic" (M = 3.79), "hobby" (M=3.16), product attributes were "demand" (M = 3.80), "place " (M = 3.75), "Product benefits" (M = 3.48), "packaging design" (M=3.18).
4. Different lifestyles, product attributes and consumer behavior has significant different in this research.
5. Lifestyle and product attributes are both affective.
Recommend the manager of coffee should provide adapted strategy to the factors relatively lifestyle and product attributes.
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