臺灣博碩士論文加值系統

本研究的目的旨在瞭解台灣咖啡專賣店消費者的消費行為，以利越南咖啡在台灣市場的行銷策略之形成。在四個主要城市，台北、台南、高雄及屏東進行隨機問卷調查，得到橫斷面資料。問卷包括四個部份，受訪者之個人資料、其咖啡消費習性、對越南咖啡之認知及對市場新推出咖啡行銷組合之態度。總計發出問卷291份，共收回有效問卷263份。
研究結果為： 1) 咖啡消費者大多為小於34歲的單身女性，句高學歷(大專以上)，在政府部門或服務業工作，平均月收入為20,000到60,000新台幣之間，通常一星期中消費咖啡ㄧ至兩次,2) 星巴克(Starbucks)是最受咖啡飲者喜愛的咖啡連鎖店,3)消費者最在意的是咖啡的品質,而商業廣告則是最成功的咖啡品牌促銷工具,4) 25.1%的咖啡消費者知道，越南是世界上主要咖啡生產國之一，而其中的32.3%喝過越南咖啡,5)台灣消費者對越南咖啡的認知為正面的品質佳，價格適中,6)消費者之個人背景之不同會造成其對越南咖啡之認知之差異 且對市場新推出咖啡行銷組合之態度亦有不同。
基於本研究之結果，為了讓越南咖啡打入台灣市場，對越南咖啡業在4P上有幾點建議。關於產品本身，需要將重點放在品質及香氣，而不是種類與花俏的包裝；在促銷方面，則應著重在商業廣告及任何可以刺激試飲的方法如POP，免費試用，以及贈送折價卷；在銷售地點方面，應積極與一連鎖大賣場結盟，並輔以網路商店及宅配；價格方面，應以價值要價為原則且配合其他3P。

The objective of this study is to examine the coffee consumption behaviors in specialty stores in Taiwan, in turn to seek for initiating strategies to market Vietnam coffee in Taiwan. Primary cross-sectional data was collected via a survey in the fashion of questionnaires, which were distributed randomly in 4 major cities in Taiwan, Taipei, Tainan, Kaohsiung and Pingtung areas. In the questionnaire, four sections of questions were inquired, the demographics of respondents, the consumption patterns, the knowledge of Vietnam coffee, and the attitude toward the marketing mix of a newly-marketed coffee. There were 263 valid questionnaires collected out of a total of 291 questionnaires.
In this study, the findings are 1) The majority of coffee drinkers in the specialty stores were female, single, aged less than 34 years old, with university or college education, with a position in the government or service sector, an average monthly income from NT$20,000 to NT$60,000, and drink coffee once or twice a week; 2) Starbucks is the most favorite coffee chain store; 3) consumers are concerned the most about the quality of their coffee, and commercial advertisement is the most successful communication tool to promote a new brand of coffee; 4) 25.1% of coffee drinkers knew that Vietnam is one of the major coffee producers in the world, while 32.3% of them have already tasted Vietnamese coffee; 5) perceptions of Taiwanese consumers have about Vietnamese coffee could be considered to be positive for its quality and price; and 6) consumers’ demographics were found to cause differences in the awareness and perception about Vietnam’s coffee, as well as the attitude toward the marketing mix of a newly-marketed coffee.
Based upon the findings in this study, to market Vietnam coffee in Taiwan, several suggestions for Vietnamese coffee industry were drawn in terms of 4Ps. For the product strategies, the quality and aroma need to be focused other than variety and fancy packaging; for the promotion strategies, commercial advertising would be adapted along with other means of initiating the trial of Vietnam coffee such as POP, free trial and coupon; for the place strategies, building alliance with one single discount chain store along with the availability of e-commerce and home delivery; and for the pricing strategies, value pricing with the consideration of the other three Ps would be recommended.

TABLE OF CONTENTS
摘要 I
ABSTRACT III
ACKNOWLEDGEMENTS V
TABLE OF CONTENTS VII
LIST OF TABLES IX
LIST OF FIGURES XI
LIST OF APPENDIX XII
1 INTRODUCTION 1
1.1 Production of Coffee in Vietnam 1
1.2 Domestic Consumption of Coffee in Vietnam 9
1.3 Taiwan’s Market for Coffee 9
1.4 Objectives of the Study 15
1.5 Organization of the Study 16
2 LITERATURE REVIEW 17
2.1 Assessment of the Effect of Perceived Value on Consumer Behavior 17
2.2 Influence of Pre-choice in Consumer Behavior 19
2.3 Attributes of Store Image and Atmosphere on Consumer Preferences 22
2.4 Effects of Culture and Subculture on Consumer Behaviors 25
3 METHODOLOGY AND THEORETICAL MODEL 28
3.1 Research Framework 28
3.2 Questionnaire Design 30
3.3 Sampling Method 31
3.4 Data Analysis 33
4 RESULTS AND DISCUSSION 36
4.1 Reliability and Validity of Measurement Scale 36
4.2 Descriptive Analyses 39
4.2.1 Respondents’ Demographics 39
4.2.2 Respondents’ Consumption of Coffee 42
4.2.3 Respondents’ Awareness and Perceptions about Vietnam’s Coffee 50
4.2.4 Respondents’ Attitude toward a Newly-Marketed Coffee 53
4.3 Hypotheses Testing 55
4.3.1 Chi-square Test 55
4.3.2 Comparing Means by One-way ANOVA 59
4.4 Correlation Analysis 62
4.5 Factor Analysis 66
4.6 Discriminant Analysis 70
5 CONCLUSIONS AND SUGGESTIONS 76
5.1 Conclusions 76
5.2 Recommendations for Positioning Vietnamese Coffee in Taiwan’s Market 78
5.3 Suggestions for Future Research 79
REFERENCES 80
APPENDIX 89
BIO-SKETCH OF AUTHOR 117

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