| Summary: | 碩士 === 國立中正大學 === 企業管理學系碩士在職專班 === 106 === Starting from 2007, spokesperson of City Cafe has made City cafe a renowned brand in the market. Due to the accessibility of fresh brew coffee has increased, the market expanded. One can get a cup of freshly brew coffee anytime, anywhere. This cultivated the coffee culture among Taiwanese people. One cup of fresh brew coffee every morning serves as a mental boost for every worker. Drinking coffee has become a trend. No matter in a Starbucks around the corner, or a 7-11 store, which one can see everywhere, there is always people queued up for coffee during rush hour. There are more than 10,000 convenience store outlets across Taiwan. Under such highly competitive environment, the key to attract customers is how a brand distinguishes itself from its competitor.
Coffee beyond ordinary and insisting on maintaining excellent quality is 7-11’s spirit. In the meantime, the price must also be reasonable so that it becomes acceptable for everyone. Average sales of City cafe is about 200 cups per store per day. The purpose of this study is to find out what factors within City Cafe attract customers.
Consumption of coffee has been growing every year. Coffee has gradually become a daily drink. Furthermore, customers are more demanding on coffee quality. Customers are pursuing not only the convenience of freshly-brewed coffee but also premium quality as well as uniqueness. Especially in Taipei and Kaohsiung region, customers are used to drinking coffee due to great accessibility. Therefore, when a customer is deciding between various brands, quality and taste of the coffee have become the crucial factors which will influence one’s decision.
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