This study aims to explore the relationship between consumers’ purchasing behavior, lifestyle of AIO (Activities, Interest, Opinion) variables and guests’ satisfaction in coffee chain stores and offer information for shop owners in making sales strategies. The research takes the 404 consuming customers of “85℃ Coffee Tea Cake Bread” as the researching objects and uses the Internet questionnaires. Multiple statistics methods are employed in data analysis to comprehend and the conclusions of the research were summarized as follows:
1. The major customers of the “85℃ Coffee Tea Cake Bread” are female, unmarried, students, between 19 to 30 years old, college graduated and monthly income of $20,000 and under. The major customers consumed in Taichung on holidays with their friends for the first time and spent NT$100 and under on the series of coffee drinks. Information sources originated from the introductions of their relatives and friends.
2. The gender and occupation of different demographics have some significant differences in lifestyle.
3. Different demographics have significant differences in satisfaction.
4. The satisfaction discriminations have a conspicuous difference among “consuming county and city”, “consuming companions”, and “the consuming amount of money.”
5. Different demographics have an inconspicuous difference in the satisfaction discriminations.
According to the conclusions, this research provides proprietors referable suggestions to draft developing tactics and management and improve the facilities when choosing the target market.
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