| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 國際企業經營管理(IMBA) === 103 === Taiwan, who started large-scale production of tea during the 18th century, has become one of the major tea producing countries. Socio-cultural changes of recent decades have transformed people’s tea-drinking habits and consumption patterns; the new and innovative methods of making and performing bubble tea have made drinking tea a fad among young people, arousing the young’s interest in tea. Today, many traditional independent-business hand-prepared tea stores have been converted into franchises, and the rapid store expansion has resulted in market saturation as well as intense industry competition.
The purposes of this study were to explore how franchise hand-prepared tea stores that are situated in the vicinity of the campuses survive in an extremely competitive environment where competitors demonstrate comparable market personalities and to examine the critical factors that affect college students’ selection of preferred hand-prepared tea stores and beverages.
A significant finding of this research is that in order to increase consumer demand, it is essential for vendors to reinforce the incoming inspection of raw materials and effectively carry out quality control practices, and meanwhile show certificates of food safety and hygiene inspection issued by the authority. Hand-prepared tea stores which are located near campus should consider college students’ consumption ability when setting prices and make announcements of any price increase to costumers promptly before it takes effect.
Forty causes and factors influencing consumer’s buying motives are sort out in this study and further classified into five main categories – “quality,” “service,” “food,” “convenience,” and “marketing.” It is hoped that the investigations and research taken in this thesis will provide practitioners with useful information and references.
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