| Summary: | 碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 106 === With the growth of coffee drinking population, individual coffee shop sprung up like mushrooms in Tainan city. Most of those shops located in alley or narrow streets due to their funding limitation, which is very different from chained coffee shops located in major roads or department stores with crowded customers. Due to the location is not as competitive as chained coffee shops, individual coffee shops are way behind on Place factor in 4P marketing. At the same time, individual coffee shop has to build its own reputation when business starts, which is quite difficult.
This research adopts means-end chain approach as basis, also categorize with content analysis method to draw hierarchy value map (HVM). Using HVM to evaluate individual coffee shop core value for customers, analyze content and follow on marketing strategy, in order to provide coffee shop owners and related suppliers complete customer marketing information to set marketing strategy to meet value of customer, build uniqueness and set market segment.
From the result of qualitative research we find that customer favor value from individual coffee shop are: obtain professional coffee knowledge, feel at ease, efficiency, convenience, feel secured, better deal and delight. Value is the ultimate goal when customers go to individual coffee shop, which is hardest to control for owners. Therefore, owners should concentrate on more concrete and easy to build attributes to establish characters of individual coffee shop, in order to increase and attract customers, obtain ultimate value.
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