| dc.description.abstract | Convenience store crossovers brewed coffee market in 2007, accelerating the popular coffee culture, with the majority of the convenience store channel presence and operating a 24-hour convenience, as currently Taiwan′s largest chain of coffee industry. Taiwan′s coffee market sizes up to 60 billion NT dollars, from specialty coffee Starbucks coffee shop, 85 degrees chain coffee shop, to convenience store adjacent to the living area. A stronghold of coffee consumers are at least ten thousand, increasingly intense competition in the coffee market. Types of coffee are more diverse, and the industry is eager to improve profitability on a positive breakthrough in product development and marketing strategies in order to understand consumers’ demand for coffee. Previous literatures on multi questionnaire statistics show demand and the consideraion for consumers to buy. This study retrieves coffee sales data from September 1, 2013 to March 31, 2014. Since the coffee shops in northern have the same quality, same price and promotional activities, and therefore they have been excluded factors coffee itself and the difference in sample selection. Based on the analysis of Ge Dianjia coffee sales model, this study uses least squares regression to estimate, the effect of coffee sales. We analyze temperature changes, district characteristics, promotional activities on the impact of the sale of coffee.
The empirical results show a rise in temperature of hot coffee sales have significantly reduced the increase in sales of iced coffee, on the whole , as the temperature rises, the total sales of coffee is reduced; statistics of the study also showed that sales over the latte coffee, is more than 2 times American coffee. When the consumers choose to buy coffee at a convenience store, price sensitivity, price promotions have a significant impact on enhancing coffee sales numbers, set point activity without significant positive impact. There are better coffee sales in the commercial and office district, and that is to say, consumer groups still display the coffee workers as much.
Price promotions on freshly brewed coffee sales have significant positive effects, shows the impact on consumer prices. However, price competition of the brewed coffee cannot be sustained, not only the industry itself compressed profit margins, but also the discount war of all of the industries are vulnerable to poor circulation. We recommended that the coffee industry can provide potential consumer by enhancing the coffee of the nature, modeling the situation of the store, and themed marketing tools to create topics.
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