A Study of Consuming Behaviors of Budget Coffee Li-Mei Hung

This research aims to explore the benefits of budget coffee shop chains pursued by the consumers, conduct cost effectiveness analysis on product purchases, compare the differences between the different types of consumer characteristics, and attempt to conduct an in-depth analysis on the budget coffee shop chains ’ current situations and their relation with consumer behavior. The source of the research sample is 480 randomly selected consumers in Taichung, including 168 males and 312 females. The data was collected via a closed questionnaire, and the linear relationships for basic individual information and consumer behavior in regards to consumer consideration and characteristics were tested via the SPSS version 12.0 of hierarchical regression. The results showed that, amongst elements of consumer considerations, ‘server friendliness ’ seems to be most important, and ‘media advertising ’ seems to be the least important. As for consumer characteristics, ‘personal preference ’ is most important, and ‘coffee has already become a part of life ’ is the least important. As indicated from the regression analysis, consumers with monthly incomes between NT$20,000 and NT$30,000 have significantly higher consumer characteristics than consumers with monthly incomes of lower than NT$20,000. Moreover, consumers with steady jobs possess significantly higher consumer characteristics than consumers without jobs. Consumers purchasing more than once a week have higher consumer characteristics than those who make purchases less than once a week, and weekday consumers have significantly higher consumer characteristics than weekend consumers