The Study of Customer Value for coffee capsules Using Means-End Chain Theory

• Main Authors: TSENG, SU-CHUAN, 曾素娟
• Other Authors: LIU, SHU-FAN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/31018242267483774114

碩士 === 元培醫事科技大學 === 資訊管理系數位創新管理碩士班 === 105 === There are more and more coffee making products in market to fulfill the increment of domestic coffee requirement. Coffee lovers tend to have their own preference making their own coffee and these preferences can vary from different individual whereas the technique adopted by coffee making machine can decide quality of coffee brewed. With the growing needs to coffee, drinking coffee has become a fashion. This study will focus on identifying customer’s core value for certain attributes based on their thoughts and requirements to the leading model of capsule coffee machine in market. Open-ended questionnaire will be used to collect customer's opinion on capsule coffee machine, find out customer preference, requirements and satisfaction, and identify the connection between customer’s thoughts and personal value. Applying Content analysis to analyze the relativity of attributes－consequences－values to individual end user, and provide manufacturer / distributer reasonable results for future product value design / marketing strategy recommendations and customer purchasing behavior reference.