A Study of Consumer Behavior on Coffee Brand Choice: Cross-Brand Comparison

Tsun Jin Chang ； Huery Ren Yeh

《Applied Science and Management Research》 8卷1期 (2021/09) Pp. 76-82

https://doi.org/10.6511/ASMR.202109_8(1).0006

摘要

Coffee likes a necessity and a refreshing drink for everyone in the morning and in the middle of the night. Nowadays, you will coffee chain stores, no matter where you go. This leads a different coffee chains to use unique characteristics strategies to attract consumers. The study research objects are City Café (7-11), 85°C Café, Donuts coffee and Luisa coffee and conducts a questionnaire survey to understand consumers purchase behavior and repurchase intention. In addition, the study uses cross-analysis to obtain relevant data for further in-depth discussions and finally makes recommendations based on the research results.

關鍵字

Coffee Chain ； Coffee Brand ； Repurchase Intention

參考文獻

Chen, Z. W. (2013). Brand image, network word of mouth and purchase intention. [Unpublished master’s thesis], Chinese Culture University.

Chinese marketing information service, Inc. (2019). 2019 coffee preference investigation. https://www.cmisi.com.tw/industry-tracking/2019

Hsien, M. H. (2018). The powerful threat to Starbucks! What are the advantages of Louisa coffee and Luckin coffee gradually to divide coffee market? https://www.managertoday.com.tw/columns/view/56479

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Lin, T. J. (2011). The influence of brand image and recognition of products: A case study of president chain store corporation. Unpublished master’s thesis, Chung Gung university.