| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 104 === In recent years, the impact of internationalization, people living and eating have
changed gradually, people demand for coffee growing, coffee consumption market has a
obvious growing trend. As drinking coffee comes common, not only coffee drinks can get
easily, but also coffee drinks kind has become more pluralistic, The specialty coffee which
pursuit high quality and stability is more and more attention by consumers. The high
quality was determined by the assessment of defective beans and coffee aroma and taste.
For defect beans should be excluded, so if the defects was removed from the beans,
selected out of coffee beans do not having the characteristics of these defective beans. To
remove these harmful to health, bad taste defect beans, the coffee is harmless to people, if
we can abandoned serve baking coffee, accept medium baking coffee beans, we can further
pursue the original aroma, sweet taste and sour taste of coffee, enjoy a cup of black coffee
taste natural sense of depth, and more importantly, it’s represents coffee wholesome
ingredients; polyphenols, do not since the baking process in not fully oxidized, so this
layering sour produced from coffee, indicates coffee is health drinks, with the television
and the media widely reported, there are more and more people who noticed the coffee,
this “black gold” unlimited business opportunities, there were many specialty cafes.
Therefore, this studying show the consumer’s taste from specialty coffee motivation, and
willingness try to taste specialty coffee on the research topic which can provide some
significant difference to the assumptions of the specialty coffee industry as a marketing
strategy to develop the reference.
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