咖啡之消費行為與市場區隔策略分析

隨著同學們畢業步入社會，身邊越來越多人有喝咖啡的習慣，不只社會新鮮人，近幾年就連外婆也常去便利商店購買咖啡，便利的取得方式以及社群媒體、網路資訊的快速發展，將喝咖啡這種西方文化強勁地吹進東方世界，不只上班族蔚為潮流也風靡老少。本研究瞄準台北地區的居民，透過網路問卷的發放，探討消費者是否會因不同的個人屬性及消費行為，對產品與商店屬性產生不同的偏好，再依照研究數據，從有顯著偏好差異的個人屬性及消費行為中區隔市場，供開設咖啡廳之業者參考。研究結果顯示，性別與平均月收入（個人屬性）對消費行為有顯著差異，而喝咖啡頻率與購買咖啡之價格（消費行為）對產品與商店屬性偏好程度有顯著差異。

關鍵字

消費行為；產品屬性；商店屬性；市場區隔

並列摘要

Thanks to the booming of the internet, social media and friendly access of purchasing coffee, more and more people started drinking coffee nowadays. The coffee drinking culture stroke easterner so hard that not only my classmates who just graduated from university start drinking coffee but also my grandmother. Coffee drinking has become a kind of fashion and integrated into our daily life. The thesis aimed to find out whether different consumer behavior or background would lead to significant preference differences of store and product attributes. Moreover, with the data, researcher would segment the market in order for coffee shop owners to make marketing strategies. The result shows that gender, income, cafe drinking frequency and cafe buying prices have strong relation with different preferences of store and product attributes.