An Empirical Analysis on Purchase Intention on Coffee Beverage in Taiwan

Abstract

Coffee is the most popular beverage in the world. However, in Taiwan, coffee is a second option for beverage choice after tea, which is the traditional beverage of this nation. Under the impact of Western culture, the habit of Taiwanese on beverage has become gradually change. In the recent years, the rapid growth of the various coffee supply channels such as coffee shop, coffee chains, fast food restaurants and convenience stores has assisted in creating a huge market for consumption coffee. Thus, understanding consumer’s habit on coffee purchasing in non-coffee drinking habit market is crucial. It can offer some important information for coffee suppliers to formulate their market strategies in Taiwan. Therefore, in this study, the determinants of Taiwanese coffee drinker in purchasing coffee are defined. Results from 260 respondents were analysed by exploratory factor analysis and regression analysis. The findings demonstrate that brand & price, product image, promotion & advertising, motivation, atmosphere & environment and taste are critical factors which impact on coffee drinker’s purchase intention. Among that, promotion & advertising plays the principal role to attract customers. Therefore, in order to create competitive advantages in the coffee beverage industry, the actions of promotion and advertising should be strong by coffee supplier. Besides, how to produce high quality of coffee beverages and maintain to meet the requirements of drinker's for good flavor and taste also must be considered. Keywords: coffee beverage, purchase intention, Taiwa