A Study of the Coffee Commodities Selection for the Gift Market

• Main Authors: Chen-Yueh Hsieh, 謝針月
• Other Authors: Shyh-Ching Yang
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/27242166265932515682

碩士 === 明道大學 === 企業高階管理碩士班 === 101 === As a consequence of the growth of GDP and the westernization of diet habit and lifestyle in Taiwan, the trend of having coffee is moving upward drastically and the market of coffee beverage expanding rapidly. The scale of coffee market become larger and larger and the sorts of merchandises become more and more. The output value of coffee industry amounts to about NT$60 billion per year. As coffee market developing vividly, coffee has become one of the most important merchandise on Taiwan market. Those people who love coffee usually choose coffee products as gifts on festivals. Ten different coffee packages are selected and designed as the samples in this study. After applying the criteria model of merchandise sold on gift market and combining with the expert’s sales experience, this study evaluates the products to choose and arrange the order of the grade scores and the weighted value of these samples. In addition, by applying the expert’s experiences rules, this study predicts the sales value of the sample selections. The result of applying the coffee products selection model in this study provides a finding that good quality coffee products can be selected and sorted by grade. And a further prediction about the sales value of these good products indicates that the weighed value of these products is directly proportional to the order of the grade scores. The theory of this study can be a criterion for the coffee gift businesses and the coffee producers to choose precisely the coffee products which are suitable for sale.