| Summary: | 碩士 === 世新大學 === 企業管理研究所(含碩專班) === 102 === For the past few years, with economic growth, habits and customs of people are also effected. In Taiwan, full of information and the acceptance of multi-culture, people are more willing to accept westernization.
On the diet side, after being satisfied with basic demand of diet, many people start to seek and value other pleasure of diet; therefore, it also has brought great boom to lots of beverages businesses. This especially appears in the coffee market, lots of Cafe sprang up like mushrooms. In 1998, when the National Top Coffee Chains - STARBUCKS, entered Taiwan, there was only 320 Coffee Chain stores in Taiwan. After few years’ development, according to Taiwan Chain Store Almanac 2008, before late March, 2007, there was total 1,483 Coffee Chain stores, which increased to four times. If counting Local self-running Cafe in, there will be over 2,000 stores, equivalent to a Cafe per 10,000 people.
The major consumer segments in the coffee consumer market, are often young consumers. Thus, this research will make an investigation on the young consumers who have gone to Cafe. Furthermore, the types of Cafe includes not only coffee chains but also smaller funky Cafes or combinative coffee shops.
This research will discuss how consumers’ background, personal traits, and lifestyles effect types of consumer decision making, and the situations related to the three scales of personal traits, lifestyles.
This research data is due to questionnaire, analyzed by all kinds of statistical tools; then, according to the result of analytical investigation, offer the whole Marketing suggestions to business owners.
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