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Ущаповська, Ірина Василівна, Ирина Васильевна Ущаповская, and Iryna Vasylivna Ushchapovska. "Sociolinguistic aspects of coffee brands." Thesis, «Baltija Publishing», 2017. https://essuir.sumdu.edu.ua/handle/123456789/77498.
Full textAbstract:
Так само, як використання мови посягає на суспільне життя, елементи соціального життя складають невід'ємну частину способу використання мови. Лінгвісти розглядають мову як абстрактну структуру, яка існує незалежно від конкретних випадків використання, але будь-який комунікативний обмін відбувається у соціальному контексті, який обмежує мовні форми, якими користуються учасники. Мова брендів кави, яка використовується для спілкування з цільовою аудиторією, значною мірою передбачає соціальну значимість брендів та, зокрема, соціальну роль кави.Подобно тому, как использование языка пронизывает социальную жизнь, элементы социальной жизни составляют неотъемлемую часть способа использования языка. Лингвисты рассматривают язык как абстрактную структуру, которая существует независимо от конкретных случаев использования, но любой коммуникативный обмен находится в социальном контексте, который ограничивает языковые формы, используемые участниками. Язык, который бренды кофе используют для общения с целевой аудиторией, во многом обусловлен социальной значимостью брендов и, в частности, социальной ролью кофе.
Just as language use pervades social life, the elements of social life constitute an intrinsic part of the way language is used. Linguists regard language as an abstract structure that exists independently of specific instances of usage, but any communicative exchange is situated in a social context that constrains the linguistic forms used by the participants. The language coffee brands use to communicate with the target audience is to a great extend presupposed by the brands’ social significance and by the coffee’s social role in particular.
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Ущаповська, Ірина Василівна, Ирина Васильевна Ущаповская, and Iryna Vasylivna Ushchapovska. "Linguistic and pragmatic aspects of the brand language: multimodal approach (coffee brands as a case study)." Thesis, The Baltic University Programme, 2018. http://essuir.sumdu.edu.ua/handle/123456789/75815.
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Лінгвістичні та прагматичні аспекти мови бренду: мультимодальний підхід (на прикладі брендів кавови) Мова бренду неоднорідна; запропоновано мультимодальний підхід для її аналізу як найбільш ефективний. Мультимодальність це поєднання класичної лінгвістики, паралінгвістики, невербальної комунікації, графічної лінгвістики, візуальної комунікації тощо. Вона спирається на модуси - канали або засоби передачі інформації.Лингвистические и прагматические аспекты языка бренда: мультимодальный подход (на примере кофейных брендов) Язык бренда неоднороден; предполагается, что мультимодальный подход для его анализа будет наиболее эффективным. Мультимодальность - это сочетание классической лингвистики, паралингвистики, невербальной коммуникации, графической лингвистики, визуальной коммуникации и т. д. Она опирается на модусы - каналы или средства передачи информации.
Linguistic and pragmatic aspects of the brand language: multimodal approach (coffee brands as a case study) The brand language is non-homogeneous; a multimodal approach for its analysis is suggested to be the most effective one. Multimodality is a combination of classical linguistics, para-linguistics, non-verbal communication, graphical linguistics, visual communication, etc. It relies upon modes - channels or means of conveying the information.
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Enoksson, Louise, and Elin Larsson. "The Role of A Flexible Brand Identity in A Dynamic Market : A Multiple-Case Study on Swedish Coffee Brands." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-82639.
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Conducting successful business requires a clear and steady brand identity, which is a part of brand management (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Sticking to the core values and the traditions of the brand is beneficial. However, it seems advantageous to possess a flexible brand identity for the brand to be able to adapt to market trends and development. This could be of even more importance if the brand is existing in a dynamic market (Eisenhardt & Martin, 2000). This study aims to understand and further describe the role of flexible brand identity in a dynamic market, from a corporate point of view. The study was made according to an inductive approach of qualitative research, which enabled data collection from two case companies. The Swedish coffee market was chosen as the case market. Hence, five in-depth interviews were conducted with people working for two established coffee brands in Sweden. The empirical findings showed the importance of working on the brand identity to stay relevant in the Swedish coffee market. Factors and stakeholders such as consumers, retail, shops, origin of the coffee, changes in consumer interests, and market trends were mentioned. Communication, and brand transformation, also appeared to be important factors within the study. The empirical findings have been analysed in comparison to the previous research on brand identity and dynamic markets, as well as further developed and discussed. Altogether, the study aimed to discuss concepts and the empirical findings, and by the inclusion of the research questions: 1) How do companies work on transforming their brand identity? 2) How can a flexible brand identity be favourable when existing in a dynamic market? In conclusion, the Swedish coffee market appears to be moderately dynamic, and the benefits of a flexible brand identity is the ability to adapt and adjust for market trends, as long as the core values are taken into account during the changes.Att driva framgångsrik business innebär ett behov av en tydlig och stabil varumärkesidentitet, vilken är en del inom varumärkeshanteringen (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Det är föredömligt att hålla sig till varumärkets grundvärderingar och traditioner, men kan även vara fördelaktigt att bedriva en mer flexibel varumärkesidentitet för att kunna anpassa den till marknadstrender- och utveckling. Det kan vara om än mer viktigt om varumärket verkar på en dynamisk marknad (da Silveira, 2013; Eisenhardt & Martin, 2000). Den här studien syftar till att förstå och vidare beskriva innebörden av en flexibel varumärkesidentitet på en dynamisk marknad, och detta utifrån ett företagsperspektiv. Den kvalitativa studien utfördes genom en induktiv ansats, med datainsamling från två olika företag på den svenska kaffemarknaden. Sammanlagt har fem anställda inom två svenska kaffevarumärken har intervjuats. Den empiriska datan visade på att det är viktigt att jobba med varumärkesidentiteten för att vara relevant på den svenska kaffemarknaden. Faktorer och intressenter, såsom konsumenter, dagligvaruhandeln, kaffebutiker och kaffets ursprung, nämndes upprepat. Trender och svängande kaffeintresse samt kommunikation och varumärkestransformation var också centrala aspekter. Den empiriska datan har analyserats och jämförts med tidigare forskning men har också utvecklats och vidare diskuterats. Sammantaget syftar studien till att diskutera koncepten och den empiriska datan och syftet har brutits ned i två forskningsfrågor: 1) Hur kan företag arbeta med att transformera sin varumärkesidentitet? 2) Hur kan en flexibel varumärkesidentitet vara fördelaktig på en dynamisk marknad? Utifrån analysen drogs slutsatsen att den svenska kaffemarknaden är “moderately dynamic” och fördelarna med en flexibel varumärkesidentitet är att den kan anpassas efter marknaden och dess trender, så länge grundvärderingarna tas i beaktning genom förändringarna.
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González, Gil Elsa María. "Influence of perceived risk and brand equity on purchasing intention in the Colombian soluble coffee category." Doctoral thesis, Pontificia Universidad Católica del Perú, 2018. http://tesis.pucp.edu.pe/repositorio/handle/123456789/12970.
Full textAbstract:
Different authors have defined purchase intention when a person makes a statement
as to whether to buy, or not a product. It has been considered an important indicator in
marketing management to project sales of new and existing products (Armstrong, Morwitz, &
Kumar, 2000; Huy & Ottar, 2012). The purpose of the research was to identify how using
all the set of variables of brand equity and perceived risk could influence purchase intention
within soluble coffee consumers in Colombia, using attitude as a mediating variable. The
city selected for this research was Bogotá D.C., and the category selected was soluble coffee.
The sample size was 927 people and the sample error was 3.2% with 99% level of
confidence. The research type was probabilistic, and it used a proportional stratified sample.
In order to answer the research proposed questions, three steps were carried out, (a)
exploratory factor analysis, (b) confirmatory factor analysis and, (c) structural equations
model where seven hypotheses were tested. The initial model considered six latent variables
on perceived risk and brand equity each; however, the final model included five variables on
brand equity and four on perceived risk. The results obtained, confirmed the influence of
attitude as a mediating variable between brand equity and perceived risk on purchase
intention within consumers of soluble coffee in the city of Bogotá D. C. Purchase intention
was explained by the direct effect of attitude variable and the indirect effects of perceived
risk and brand equity. In addition, it also explained the indirect effects that perceived risk has
on attitude through brand equity. The variables of brand equity and perceived risk used in the
model show that, the effect is much greater when they are included, as joint independent
variables. The model also was able to test the significance and positive influence of attitude
as a mediating variable between perceived risk and brand equity, on purchase intention. The
results obtained from this research showed a very good consistency between each variable
and their corresponding items used for each.Tesis
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Patel, Apurva Ashok. "An analysis of Nescafé in the United States and India." CSUSB ScholarWorks, 2003. https://scholarworks.lib.csusb.edu/etd-project/2390.
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Alvarado, Terreros Victor Miguel Ángel, Morales Yovana Edith Barron, Cardozo Maricielo Geraldine Osorio, Dávila Luis Arturo Vega, and García Gabriela Margarita Grijalva. "Customer satisfaction Brand trust Web platforms." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/655652.
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En la actualidad, las personas disponen de menos tiempo para preparar sus alimentos; así mismo, existe un incremento considerable en el consumo de productos orgánicos.
A raíz de ello, nace el emprendimiento COF – Café (Café Orgánico Filtrante), mediante nuestro plan de negocio, se propone la idea de producción y comercialización de bolsas de café orgánico donde nuestro mercado objetivo son las personas, cuyas edades están comprendidas entre 20 y 55 años, las cuales pertenezcan a los niveles socioeconómico A y B, que radiquen en distritos de Surco, Miraflores, San Isidro y San Borja y que sean consumidores de café.
Esta idea de negocio, establece la producción y comercialización de café orgánico en bolsitas filtrantes; cuya propuesta de valor, radica en ofrecer un producto saludable de alta calidad, rapidez y practicidad al momento de tomar una taza de café pasado. De esta manera, estimular el consumo de alimentos orgánicos y contribuir a un estilo de vida saludable
En el presente trabajo, se establecerán las pautas o lineamientos necesarios para la ejecución del proyecto, el cual abarca en un inicio desde la validación de mercado, determinación de los factores internos y externos que influyen en el sector, estrategias y planes de marketing a seguir y/o implementar, hasta un adecuado plan de operaciones.
Por otro lado, se establecerá un adecuado plan financiero, en el que se determinará los recursos necesarios para la implementación del proyecto; así mismo, se dará a conocer los diversos indicadores que determinan la viabilidad del negocio.Nowadays, people provide less time to make their own food; also, there is a considerable increase in the consumption of organic food. As a result, the COF – Café (Filtering Organic Coffee) venture was born, through our business plan, the idea of production and commercialization of organic coffee bags where our target market is people, whose age are between 20 and 55 years old, who belong to socioeconomic level A and B and lives in Surco, Miraflores ,San Isidro and San Borja, and who are coffee consumers. This business idea establishes the production and commercialization of organic coffee in filters bags; whose value proposition lies in offering a healthy product of high quality, quick and practicality when having a cup of old coffee. In this way, stimulate the consumption of organic food and contribute a healthy lifestyle. In this work, the necessary guidelines for the execution of the project will be established, which initially covers from market validation, determination of the internal and external factors that influence the sector, strategies and marketing plans to follow and / or implement, up to an adequate plan of operations. In other way, an adequate financial plan will be established, in which the necessary resources for the implementation of the project will be determinate; likewise, the various indicators that determinate the viability of the business will be announced.
Trabajo de investigación
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FENG, YI-CHUN, and 馮奕淳. "The Case Study of Coffee Brands Business Model under New Retail Strategy:Analysis of Starbucks and “Luckin Coffee” in China." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/d7hcvt.
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碩士南臺科技大學
資訊傳播系
107
The Chinese consumer market of coffee is expanding rapidly in recent years. According to ICO, coffee consumption in China is growing at an annual rate of 15%. And quite a proportion of the increase is due to online marketing. Among dozens of internet coffee brands which have emerged within months since 2008, Luckin Coffee undoubtedly represents the best success story. With its stepped-up online branding and marketing efforts in the past year, Luckin Coffee has secured such a piece of domestic market that it has endeavored to surpass Starbucks. In response to this, Starbucks started to cooperate with Alibaba and launched its own tailor-made take-out service. This competition between Luckin Coffee and Starbucks in the age of new retail has brought everyone to attention. Will Luckin keep its momentum and continue to flourish? And how is Starbucks going to maintain its edge in the face of challenges? More importantly, how can both adjust their business model to revolutionize the consumer-goods-logistics relationship? In order to investigate into the impact of changing and changed business models in the age of new retail on the development of coffee brands, this research tries to compare and contrast the new retail business and marketing model of Luckin Coffee and Starbucks using the method of case study, particularly their online and offline logistics. The research findings demonstrates that by reconstructing the consumer-goods-logistics relationship, both Starbucks and Luckin Coffee can create a win-win situation where consumers are offered more choices of goods and services and a healthy industrial ecosphere is built at once for the sustainable development of enterprises. Traditional industries in need of new retail strategies may find this research highly relevant and especially useful.
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Ming-Hua, Chieng, and 成敏華. "An Examination of building up Consumer-Brand Relationship Taking an Experiential View-A case of coffee chain brands." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/76885574926232232799.
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Cruz, Maria Margarida Das Neves. "The relevance of digital channels in the portuguese coffee category: a consumer behaviour analysis for Nestlé Portugal - report A - recommendations to Nestlé's capsule coffee brands for at-home consumption." Master's thesis, 2020. http://hdl.handle.net/10362/108420.
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The coffee market, both worldwide and in Portugal, has been changing in the past few decades. Digital platforms influence the way consumers make their decisions towards coffee.This influence is perceptible through the analysis of the Consumer Decision Journey model by McKinsey, which allows understanding the digital touch points involved in the decision-making process of the Portuguese coffee consumers. Nestlé is the coffee market leader in Portugal having a vast portfolio of brands operating either in the at-home and out-of-home markets. In this Work Project, extensive research based on primary and secondary techniques permitted to have a more comprehensive analysis of the digital relevance within the Portuguese coffee category. The insights collected made it possible to identify the untapped potential of each stage of the decision journey and build recommendations to tackle them. This report(A) focuses on recommending measures for the Nestlé’s coffee capsules brands. Report B and Report C will further focus on recommendations for the remaining Nestlé’s coffee brands.
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Pan, Ruei-Jun, and 潘瑞君. "The Reciprocal Effect of Forward and Backward Extensions on Parent Brands: The Examples of Starbucks and Mr. Brown Coffee." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/17923203932369515870.
Full textAbstract:
碩士國立高雄第一科技大學
行銷與流通管理所
96
The research explores the reciprocal impact of forward extension, i.e. Mr. Brown coffee, and backward extension, i.e. Starbucks on parent brands. Specifically, this research attempts to understand whether customers, perceived value of each brand is changed before and after extension. The research employed the experimental method and collected data from both laboratory and on-site stores. The results indicate： (1) When customers, perceived value increases, the parent brand will receive positive reciprocal effects from the forward extension (Mr. Brown case). (2) When customers, perceived value reduces, the parent brand will receive negative reciprocal effect from the backward extension (Starbucks case). We conclude that it is whether consumers perceived the value from an brand extension that provides an reciprocal effect on its parent brand.
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Chi, Ching-Ju, and 紀淨茹. "The Comparative Influences of Relationship Marketing, National Cultural values, and Consumer values on Consumer Satisfaction between Local and Global Coffee Shop Brands." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/8vmnnn.
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碩士國立虎尾科技大學
經營管理研究所
102
This study mainly examines the influence of relationship marketing, national cultural values, and consumer values on customer satisfaction and whether there is a difference in customer satisfaction towards global and local coffee shop brands. Research results show that while trust and commitment of relationship marketing, power distance and uncertainty avoidance of national cultural values, and materialism, consumer innovativeness, and environmentalism of consumer values demonstrate a significantly positive influence, there is a difference in customer satisfaction in regard to relationship marketing (trust, commitment, communication), national cultural values (power distance, uncertainty avoidance, individualism, masculinity), and consumer values (materialism, consumer innovativeness, nostalgia, consumer ethnocentrism, and environmentalism) towards local and global coffee shop brands.
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Albuquerque, Maria Bispo de. "Brand sacrífice : razões que levam ao sacrifício por uma marca e como afetam o comportamento do consumidor : o caso Nespresso." Master's thesis, 2020. http://hdl.handle.net/10400.14/37255.
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O sacrifício aplicado a marcas é o objeto de estudo desta investigação. O estudo
desta temática, pouco explorada até ao momento, surge mesmo por esse motivo, tendo
como objetivo saber mais sobre o conceito de brand sacrifice e como pode afetar positiva
ou negativamente uma marca. Realiza-se assim, um estudo de caso a uma marca que se
considera relevante para estudar esta problemática, a Nespresso, visto ser uma marca com
uma forte notoriedade, posicionada num segmento premium, e que suscita lealdade
(sendo todos estes fatores associados ao amor à marca, e o sacrifício surgir como
consequência do amor). O objetivo inicial é compreender se os consumidores da marca
têm propensão para fazer algum tipo de sacrifício em prol da Nespresso. São vários os
estudos que demonstram o poder de sentimentos como amor e paixão relativamente a
marcas, mas a relação entre esses sentimentos e o sacrifício ainda está por explorar, sendo
igualmente objetivo deste estudo mostrar se existe ou não relação entre lealdade e amor
à marca e a propensão para o sacrifício. Neste sentido, pretende-se compreender este
fenómeno através de um estudo qualitativo, um estudo de caso único e exploratório,
suportado pela realização de uma análise documental sobre a marca e posteriormente pela
aplicação de um questionário aos consumidores da marca para aprofundar a pesquisa.
Com as informações obtidas sobre o brand sacrifice pela Nespresso, foi contruído
um segundo questionário, aplicável a qualquer marca, com o objetivo de tentar alargar o
contributo deste trabalho a outras indústrias e marcas.
Os resultados obtidos em ambos os questionários demonstraram uma relação entre
os consumidores que têm uma forte ligação com uma marca e a sua propensão para
fazerem algum tipo de sacrifício por ela. Para além disso, concluiu-se que o que as
pessoas mais valorizam numa marca é a qualidade do produto e que esse fator é
determinante para que sintam amor pela marca.
Em suma, esta investigação visa estudar o comportamento do consumidor e as
suas motivações para amar e sacrificar algo em prol da Nespresso, e também demonstrar
a outras marcas as mais-valias de desenvolverem uma estratégia baseada no consumidor
e nas suas necessidades, de modo a que sintam amor pelas marcas, e desenvolvam uma
predisposição para fazer sacrifícios pelas mesmas.The sacrifice applied to brands is the object of study of this investigation. The study of this theme, little explored so far, arises even for this reason, aiming to learn more about the concept of brand sacrifice and how it can affect a brand positively or negatively. Thus, a case study is carried out on a brand that is considered relevant to study this issue, Nespresso, as it is a brand with a strong notoriety, positioned in a premium segment, and that arouses loyalty (all these factors being associated with brand love, and the sacrifice arises as a consequence of love). The initial objective is to understand if the consumers of the brand are inclined to make some kind of sacrifice in favor of Nespresso. There are several studies that demonstrate the power of feelings such as love and passion related to brands, but the relationship between these feelings and sacrifice is still to be explored, and the objective of this study is to show whether or not there is a relationship between loyalty and brand love and the propensity for sacrifice. In this sense, its intended to understand this phenomenon through a qualitative study, a unique and exploratory case study, supported by conducting a documentary analysis of the brand and subsequently by applying a questionnaire to consumers of the brand to further research. With the information obtained about the brand sacrifice by Nespresso, a second questionnaire was built, applicable to any brand, with the objective of trying to extend the contribution of this work to other industries and brands. The results obtained in both questionnaires demonstrated a relationship between consumers who have a strong connection with a brand and their propensity to make some kind of sacrifice for it. In addition, it was concluded that what people value most in a brand is the quality of the product and that this factor is decisive for them to feel love for the brand. In short, this research aims to study consumer behavior and their motivations to love and sacrifice something in favor of Nespresso, and also to demonstrate to other brands the added value of developing a strategy based on the consumer and their needs, in order to who feel love for brands, and develop a predisposition to make sacrifices for them.
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Lin, He-Feng, and 林合峰. "Explore brand coffee vendor service quality." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/27485278471394851624.
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碩士亞洲大學
國際企業學系碩士在職專班
101
Service becomes a new impetus in Taiwan’s economy development. In order to increase our living standard, our government dedicates to develop services. Coffee, tea and cocoa are known as the top three drinks among the world. According to FAO’s statistics, the total amount of coffee is about 7 million tons, which is 2 times more than tea and 2.5 times more than cocoa. Coffee is the second best drink in the world which is only behind the fossil fuel. Traced back to the development history of coffee consumption in Taiwan, between 1950’s to 1970’s, coffee is still a luxury among upper class. In that time, only officials who are often have contact with American consultant organization and businessman could have right to enjoy it. Drinking coffee represents a high social status. In 1990’s, being affected by the trend of American leisure style, coffee chain stores had made a huge impact on Taiwan’s drinking market. All the coffee chain stores emphasized on their high-quality coffee beans, the decorations of the shop, the design and display of products. Therefore, suppliers were getting more flourished from that time. Through this research, we found out that the company’s professionalism and employee’s service attitude are the two key points to evaluate coffee beans supplier’s service quality. The statistics made from the research can be a reference to help companies to improve their service quality. Also strengthen the service content and enhance the added value. If consumers are satisfied with the company, they would buy their merchandise continuously and it would create a win-win situation for the both side.
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PHAM, VAN HIEN, and 範文顯. "Research on Coffee Brand Loyalty in Vietnam." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/2k85ta.
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碩士萬能科技大學
經營管理研究所
107
The battle for market share of Vietnam coffee brand in the world has never subsided. To keep the market share of Vietnam companies now has continuously launched new products, advertising strategic, promotions directly to consumers. It can see the hot competition on the world market is pretty fierce between the nations hold the world's leading coffee exporters including Vietnam. Despite being ranked No. 2 in the world but coffee export turnover of Vietnam has decreased significantly compared to the previous years, since it appears many companies and big brands in the world of investment and development in the coffee sector. Because of the intense competition between countries exporting coffee to domestic investors realized that only the loyalty of customers can helps Vietnam coffee stand in the increasingly fierce of competitive environment intense, and one of the smartest strategy is to build brand loyalty. A total of 400 questionnaires were distributed to consumers in Vietnam, and was completed on February 15, 2016. a total of 372 valid samples, the effective rate of 93%, and the resulting data were analyzed by SPSS statistical software perform data processing and analysis, statistical methods including narrative statistics, factor analysis, reliability and validity analysis, cross analysis, demographic variables and multiple regression analysis to verify the hypothesis relationship is established. The study by the empirical findings reputation, showed a significant positive relationship between brand symbolic, customer satisfaction, perceived risk and purchase intention, there is no significant relationship with between brand functional, brand experiential and purchase intention. Based on the above conclusions, we hope to provide trendy brand stores as a reference, has been based on brand image, word-of-mouth customer satisfaction , perceived risk and purchase intention helps the future of academic research related considerations.
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Moreira, André Augusto Tavares de Mello Soalheira. "CSR coffee brand value: a retailers perspective." Master's thesis, 2016. http://hdl.handle.net/10071/13609.
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O comércio justo, como um afloramento da responsabilidade social das organizações, ganhou
importância com o comércio de café onde os consumidores finais, alegadamente, tendem a dar
importância a marcas que adotam o comércio justo. No entanto, a escolha da marca é de facto
feita pelos retalhistas que condicionam em primeira mão as escolhas dos consumidores. Esta
questão tem vindo a ser objeto de estudo, especialmente em Portugal, facto que é de relevo se
considerarmos sobretudo o facto do comércio de café em Portugal ser especialmente
expressivo.
Este estudo tem por objetivo compreender até que ponto é que a escolha da marca de café pelos
retalhistas reflete os atributos e preferências de RSO dos consumidores simultaneamente
comparando a sua capacidade explicativa contra as variáveis não relacionadas com a RSO, tais
como o preço, a qualidade do produto, na determinação do valor global da marca.
Os resultados obtidos com um inquérito efetuado a 88 retalhistas de café mostra uma clara
associação entre as opções de compra dos retalhistas de café e refletem os atributos e
preferências de RSO dos consumidores finais. Mais, demonstra ainda que o comércio justo é
um preditor do valor global das marcas de café, enquanto que as variáveis não relacionadas
com a RSO não o são.
Os resultados são discutidos à luz da teoria existente e dos resultados relativamente a ela
existentes.Fair trade, as an expression of corporate social responsibility, gained especial importance in coffee business where end consumer allegedly give preference for brands endorsing fair trade. However, brand choice is actually made by retailers who condition first-hand the end consumer choices. This issue has been under researched, especially in Portugal, which is of relevance especially if we take into account the fact that Portuguese coffee trade has considerable expression. This study is set to understand to which extent do retailers’ coffee brand choices reflect attributed CSR preferences to end consumers while also comparing its explanative power against non-CSR variables, such as price or product quality, in predicting overall brand equity. Results with 88 coffee retailers show a clear association between retailer coffee brand choices and attributed CSR brand preferences of end consumers. Also, that fair trade is a predictor of overall coffee brand equity while non-CSR variables failed to be so. Results are discussed at the light of extant theory and conclusions draw pertaining.
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ALFARO, ERNESTO ALEXIS GALO, and 羅奈德. "Does Country Image Matter? A Research from Coffee Shop Brand Image and Coffee Knowledge." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/t3m92g.
Full textAbstract:
碩士銘傳大學
國際企業學系碩士班
107
The purpose of this paper is to examine coffee consumption behavior in Taiwan’s market. To investigate the Taiwanese coffee market, the research will be focusing in country image, coffee shop brand image and coffee knowledge to understand the consumer purchase intention. The study focusses specifically in finding an answer if country image plays an important role in the consumer purchase behavior towards coffee or it’s just a factor that is not taken into consideration by the consumer. To understand the coffee consumer purchase intention towards coffee, a structural design was used through LISREL. The software measured the impact of country image on coffee consumers and as well how coffee shop brand image and coffee knowledge have a hold on consumers. The findings in the study presented an interrelationship between coffee shop brand image, coffee bean country image, and coffee knowledge towards purchase intention. This paper answers the main purpose of the study, “Does country image matter?”; with the results obtained country image doesn’t have any influence on the consumer that leads them towards purchase intention. The other factors used in the paper, coffee shop brand image, coffee bean country image and coffee knowledge hold certain influence towards purchase intention. The study presents a different spectrum and research towards coffee in an Asian country. There are not many studies where coffee consumption is study using two countries that portrait different aspects towards the consumer. The insight of the results can provide coffee business a more strategic way to penetrate the market.
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Liu, Yin-Sung, and 劉尹淞. "Aligning Customer Taste Perception with Coffee Brand Image." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/28057986392663691642.
Full textAbstract:
碩士淡江大學
企業管理學系碩士班
101
Human beings usually use five senses to experience and memorize things in their daily life. However, most companies use only sight and hearing to transmit their brand image nowadays. This research aims to investigate what taste perception that product brands delivered to their customers. By combining association rule and taste model, this study attempts to discover taste characteristics of the product brand, as well as how these taste characteristics can help companies improve and enhance brand image. This study tested 246 student participants for five famous coffee brands in Taiwan, which are Starbucks, 85°C, Mr. Brown, CITY CAFE, and McDonald. Each participant took blind and non-blind tests separately. By choosing the adjective sensed from coffee, this research collected the taste characteristics of each brand from participants. The results reveal that 85°C has high evaluation in both blind and non-blind tests and prove brand image apparently increases the evaluation of coffee with a famous brand (e.g., Starbucks and CITY CAFE). This study discovered all coffee brands have a same rule “Sourish -> Bitterish”, which means coffee is normally tasted a little sour and bitter. Besides, participants prefer sweet and umami have higher evaluation of a product brand. Participants gave higher evaluation when they knew the coffee is a famous brand.
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Hsu, Ya-Chun, and 許雅君. "Creating a Brand Identity System for Taiwan Coffee." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/14626655004714729116.
Full textAbstract:
碩士中原大學
商業設計研究所
101
During the past century, influence from the west has nurtured numerous coffee brands and thousands of coffer lovers in Taiwan. However, significant improvement can be made for. Taiwan coffee brands to be more unique. Research findings from this study showed that coffee brands in Taiwan are in need for consistency in brand building. Currently, neither graphic design, nor marketing communication of most brands have left any meaningful impression in the minds of the consumer. This study will therefore build a brand for Taiwan coffee with focus on graphic design. This project starts with analyzing worldwide coffee market, followed by analysis of Taiwan coffee market. Identifying key domestic players in the Taiwan market, and cross compare them with international brands in terms of brand background, naming, logo design, visual identity system. These information are then utilized as a basis for the new coffee brand design. Taiwan marketers have yet come to grips with the fact that esthetics is part of the marketing efforts. Through analyzing competitors and their logo designs and communications, it is apparent that how a brand communicates with its visual identity system to occupy a position in consumer's mind requires thorough considerations and studies. This project attempt to create a completely new brand for Taiwan coffee, differentiating itself from positioning to naming with all local brands. The objective is also to connect to consumer with consistency in visual communication, in order to elevate Taiwan coffee branding to a new level.
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Thuy, Nguyen Thi Thu, and 阮氏秋水. "A Study of "Brand Marketing" on Coffee Goods~Take Trung Nguyen Coffee as An Example." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/98056185086668177329.
Full textAbstract:
碩士環球科技大學
中小企業經營策略管理研究所
99
Vietnam is an agricultural country, of which the climate and soil is suitable for the development of agricultural products. Therefore, Vietnam’s agricultural products are rich not only in quantity but also in quality. At the time being, Vietnam’s rice and coffee exports are ranked the 2nd and 3rd respectively in the world market. Vietnamese government and enterprises have made great efforts in spreading out our agricultural products to all over the world. Since Vietnam joined the WTO, Trung Nguyen is an enterprise that has successfully broadcasted Vietnamese coffee to the world market, attracting every consumer and changing the habit of a part of domestic consumers. The major objective of the thesis is to clarify how Trung Nguyen coffee can be successful in spreading its trademark in both domestic and the world market. Therefore, hereunder are some main issues to be dealt with in the thesis: Trung Nguyen’s marketing and business strategies, the history of establishment and development of Trung Nguyen Coffee. The main research method is to find out the history of establishment, size, marketing strategies and human resource management strategies of Trung Nguyen coffee through interview. By doing so, the thesis will analyse the key factors for the success of Trung Nguyen Coffee which can be named as the best management method and marketing strategy. Furthermore, the thesis will also point out the strengths and weaknesses of Trung Nguyen Coffee, as well as the opportunities and challenges that Trung Nguyen may face in the near future. Finally, the thesis will come to some conclusions and recommendations hoping to help Trung Nguyen to further develop its brand name in all over the world.
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Tran, Thu-Thuy, and 陳秋水. "The Research of Brand Awareness on Vietnam Customer’s Brand Coffee Purchasing Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/cn9tjf.
Full textAbstract:
碩士健行科技大學
企業管理系碩士班
104
Abstract This study was designed to investigate brand awareness, quality, value perception affect perception, satisfaction and willingness to buy them with TRUNG NGUYEN coffee brand, for example. In this study, the main of subject is deeply understanding of brand awareness, quality, value perception affect perception, satisfaction, and purchase intention. The second purpose is exploring the relationship between is brand awareness, quality, value perception affect perception, satisfaction and purchase intention. The research was used questionnaire survey method, issuing 300 totally, recovering a valid questionnaires to add up to 287. We get the results by descriptive statistics analysis, reliability and validity analysis and regression analysis, One- way ANOVA. The conclusions of the research are： 1. The brand awareness has significant positive effect on consumer perceived quality is supported. 2. The brand awareness has significantly positive impact on the perceived value. 3. The perceived quality and the perceived value have positive correlation. 4. The perceived quality has significantly positive effect on customer satisfaction. 5. The perceived quality has significantly positive influence on customer satisfaction. 6. The perceived value has significant positive effect on customer satisfaction. 7. The perceived value has a positive impact on purchase intention. 8. The customer satisfaction has significantly positive effect on purchase intention.
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Huang, Teng-Huei, and 黃騰輝. "Case Study of Brand Position in Coffee Shop Franchise." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/27448447853949270051.
Full textAbstract:
碩士開南大學
商學院碩士在職專班
104
Businesses focused on their brand position needs to develop strategies for brand positioning through discovery of the brand product’s differentiating feature from the business owner’s standpoint in order to emphasize the importance of brand positioning. Even though brand positioning can be synonymous to product position, brand positioning is not limited to product itself. It originates from the product but it is sometimes more vital than the product. Therefore, we will use case study of Lusia, which is a coffee shop franchise, to explore brand recognition, cultural attributes, and the relationship between brand and consumers. This study reaches the following important conclusions through literature review and case study: a brand’s personality must be established during brand design phase; brand culture reflects not only the brand history but also the cultural of the brand origins. In addition, the combination of brand and consumers reflects the brand’s attitude towards consumers, including niceness, helpfulness, and care.
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Chiang, Yen-Hua, and 江彥樺. "The Effect of Brand Origin Confusion on Brand Preference:An Example of Instant Coffee." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/25316771986813775758.
Full textAbstract:
碩士國立暨南國際大學
國際企業學系
97
Consumers confuse brand origin to various degrees. Consumers often confuse the brand origin of instant coffee in Taiwan which may make brand preference differently. There are three questions in our research. The first, we discuss what effect on brand strength by cognition of brand origin image; the second, if consumers’ cognition about brand origin which was made by brand origin confusion strategy, it may increase consumers’ awareness, then that will reflect to its preference; the third, we want to find what characteristics of consumer will have low cognition accuracy. It could be the referral of target market by brand origin confusion strategy. Our research use online survey to make empirical study and get 305 valid questionnaires. We use regression analysis to discuss the effect of cognition brand origin image on brand strength and real brand origin image on cognition accuracy. We also use two-way ANOVA to analysis if country has different real brand origin image, the brand preference on differ brand origin cognition type. This study obtains the following conclusions: 1.Specific product attributes of cognition brand origin image has positive significant effect on brand strength- when a country has more superior coffee image, consumers would have more favorite attitude and buying behavior. 2.When the country have better real brand origin image, consumers has better brand origin cognition accuracy-brand origin has more superior coffee image and international brand awareness. Consumers will know the brand origin and also sent the correct message by firms. 3.When the country has worse brand origin image, consumer who has upper cognition will have better preference than correct cognition. It means the firm’s mislead marketing strategy had works. When the country has better brand origin image, consumers have no significant difference between correct cognition and upper cognition. 4. Need for cognition is an important factor on brand origin cognition. Consumers who have higher NFC will increase brand cognition accuracy. And the familiarly with life factor of tolerance of ambiguity would decrease brand cognition accuracy.
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Chang, Ju-Chun, and 張如君. "A Study of Relationships among Brand Image, Brand Attitude, Brand Loyalty and Purchase Intention - the Comparatity of President Starbucks Coffee Corp. and 85℃ Coffee Cake Speciatlty Store." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/16335267399349368240.
Full textAbstract:
碩士台南應用科技大學
國際企業經營系碩士班
101
The purpose of this research was to investigate the relationship among consumer image brand, brand attitude, brand loyalty, and purchase intention for Starbucks and 85℃ café. The sample of this study consisted of 419 coffee devotees from Tainan City in Taiwan. The total of usable questionnaire was analyzed in this research by Independent-Samples T-test, ANOVA, Pearson correlation analysis, hierarchical multiple regression analysis, etc. The major findings are as follows: No matter for Starbucks or 85℃, brand Image has a positive impact on brand attitude, brand loyalty and purchase intention. Brand attitude has a positive impact on purchase intention. Brand loyalty has a positive impact on purchase intention. As to the mediated effect, in Starbucks, brand attitude plays complete effect between brand image and purchase intension, meanwhile brand loyalty also plays completely mediated effect between brand image and purchase intension. However, in 85℃, brand attitude plays partially mediated effect between brand image and purchase intension, at the same time, brand loyalty plays partially mediated effect between brand image and purchase intension. It indicated that the coffee purchase intention of consumer would be affected by brand image, brand attitude and brand loyalty. In the meanwhile, a fine brand attitude and brand loyalty will bring a positive impact to the organization whose brand image was already well-established. Therefore, this research would suggest the organization to have its own characteristic and strong brand image to compete with the other brands. Moreover, the organization must provide the perfect service, excellent quality to consumers, in order to increase the confidence of brand, obtain a higher positive evaluation, and decreasing the negative message. This will help the organization to establish its brand image, brand attitude and brand loyalty, and increase the consumer purchase intention, and introduce it to the potential consumers furthermore and develop more new clients of the organization. Finally, this research would provide the proposal for further reference of the new research afterwards.
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Braz, Tânia Sofia Gonçalves Piedade Silva. "Report C –recommendations to Nestlé’s out-of-home coffee presence: Lisbon coffee lab." Master's thesis, 2020. http://hdl.handle.net/10362/108414.
Full textAbstract:
The coffee market, both worldwide and in Portugal, has been changing in the past few decades. Digital platforms influence the way consumers make their decisions towards coffee.This influence is perceptible through the analysis of the Consumer Decision Journey model by McKinsey, which allows understanding the digital touch points involved in the decision-making process of the Portuguese coffee consumers. Nestlé is the coffee market leader in Portugal having a vast portfolio of brands operating either in the at-homeand out-of-home markets. In this Work Project, extensive research based on primary and secondary techniques permitted to have a more comprehensive analysis of the digital relevance within the Portuguese coffee category. The insights collected made it possible to identify the untapped potential of each stage of the decision journey and build recommendations to tackle them. Hence, in Report C, Nestlé has an opportunity to enter the speciality café business sector with a new concept -Lisbon Coffee Lab. Report A and Report B focus on recommendations for the remaining Nestlé’s coffee brands.
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MA, CHIH-CHEN, and 馬志成. "The Relationship between Brand Elements and Brand Equity : A Case Study of KafeTime Coffee." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/p2255h.
Full textAbstract:
碩士朝陽科技大學
休閒事業管理系
105
First impression of business to consumer is Brand. During building business own brand, the owner most care about is how to let consumers identity and accept business brand effectively.If people in Taiwan can understand quickly that consumers accept business brand occupy an very important position during owner building a new brand. This thesis is to analyze New Brand. The researcher is one of the team who build the new brand. The analyze direction cut into the brand element and choice criteria via “Focus Group interviews ” and “ Depth interview” ,also guide with “Semi-structured interview”. Analyze strengths and weaknesses via new brand element and consumers point. This research held 2 interviews. One of depth interviews, we invite General manager of the company at the time. The other focus group interview invite 6 customers who came to the shop several times a week. The major purposes of the study are: Business owners of the brand by the transfer of the brand elements and choice criteria.The consumer has to measure the relationship between brand elements and consumer awareness.And through the process of interaction with consumers, business owners to understand the brand equity arising from the brand, and put forward the management practice recommendations. The major conclusions are as followings:(1) A simple logo is consumer preferences,but the complete message designed by the operator will make it difficult for the consumer be remembered；(2) Brand slogan design should be combined with the situation in order to make consumers feel the same.
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HAO, WANG SHI, and 王士豪. "Research on Mihuo coffee brand establishment and packaging design creation." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/k56ru9.
Full textAbstract:
碩士國立臺中科技大學
商業設計系碩士班
106
Taiwan''s annual coffee business opportunity is as high as 70 billion, and the top coffee market is booming. "The world''s culture and coffee trade is supported by the aboriginal body." Taiwan''s coffee production areas are almost all grown by indigenous peoples. Therefore, how to use the precious and Taiwanese elements to create Taiwan''s original coffee brand and design packaging. The main purpose of this research creation. This study used to study the design elements of Taiwan''s coffee packaging, and then collected data through literature analysis and market research, conducted field investigations in the field to understand the process of coffee planting, baking, follicles, etc., and finally analyzed the creative visual elements with empirical research. , creating brand and design packaging curation. The conclusions of the research results are as follows 1. The coffee brand packaging image and color can convey the origin and flavor of the coffee. 2. Taiwanese coffee can enhance the value of its products through innovative brands and packaging. 3. The leading research found that coffee is suitable to be combined with the original tribal totem and culture into an innovative brand, strengthen brand specificity, and develop coffee packaging that is different from the market. 4. Audience of the Shuangsaki Coffee Brand Research and Creation Exhibition.
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Lin, Tiffany, and 林詣儒. "Application of Project Management in Brand Innovation of Rueisuei coffee." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/03470752488213399093.
Full text
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Chen, Pei-Yi, and 陳沛宜. "A Relationship Study of Product Involvement, Corporate Image, and Brand Equity among Coffee Purchasers-toward Pin-Huang Coffee." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/21405353484189774141.
Full textAbstract:
碩士大仁科技大學
休閒健康管理研究所
97
The purpose of this study was to investigate the relationship of product involvement, corporate image, and brand equity among coffee consumers toward Pin-Huang Coffee. Total 500 questionnaires were administered to five chain stores of Pin-Huang Coffee in Taiwan, and each store was distributed 100 questionnaires evenly from April 1st to May 15th in 2009. Finally, 347 effective responses were acquired from respondents. This research examined the correlation relationship among various questions and tested hypotheses through descriptive statistics, t-test, one-way ANOVA, Pearson Product Moment analysis and regression analysis. The results of this research revealed as followed: First, the majority groups of respondents were female, age between 21 to 40, service and business industry, collage education, and average monthly income of 30,001 to 40,000 NTD. Second, difference agenda and education level of consumers reported no significantly difference upon product involvement, corporate image and brand equity. The age factor has significantly influence to corporate image, brand loyalty and perceived quality. The occupation factor revealed significantly influence to corporate image, price image and brand loyalty. Monthly income reported significantly influence to corporate image, and brand equity as well. Third, the product involvement has significantly affect upon corporate image and brand equity. Fourth, there is significant relationship between corporate image and brand equity. Finally, significant relationship was found between product involvement, corporate image, and brand equity.
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Wang, You-Zeng, and 王又增. "The study on Brand Experience, Brand Relationship and Loyalty: Chained Coffee Store as an Example." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/e986ph.
Full textAbstract:
碩士國立東華大學
企業管理學系
106
In the previous of brand relationship, brand idenity attractiveness research, fewer researchers have put the focus on the chained coffee store industry, so in this study ues Hee Jung, Lee&Myung Soo, Kang(2012) brand relationship quality(brand trust and brand commitment) and use Bhattacharya and Sen(2003) present “customer-company identification,(CCI).To research how to affect brand loyalty. Related to that up to 15 years old had chained coffee store experience(85°C, Starbucks, Lousia Coffee) for consumers in north, middle and south Taiwan (Taipei, Taichung and Kaohsiung). Have a total of 477 valid samples for analysis. The result of this study show that: 1.The brand experience has significant positive effect on brand identity attractiveness. 2.The brand experience has not significant positive effect on brand relationship quality. 3.The brand identity attractiveness has significant positive effect on brand identity. 4.The brand relationship quality has significant positive effect on brand loyalty. 5.The brand identity attractiveness has significant positive effect on brand relationship quality. 6.The brand identity has not significant positive effect on brand relationship quality. 7.The brand identity has significant positive effect on brand loyalty.
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Lin, Zhi Yun, and 林芷芸. "Using MDS to Position the Brand Perception of Coffee Chain Stores." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/77582777858546460027.
Full textAbstract:
碩士清雲科技大學
經營管理研究所
95
The living condition in Taiwan has greatly improved in recent years. The popularization of the coffee habit of locals has boosted the prosperous development of coffee chains stores. The rise of e Coffee and 85C is the fastest. Yet, the pace of domestic studies on coffee chains store did not catch up with the coffee chains store boom. This study thus investigated the brand positioning of coffee chains stores in Taiwan by means of contrastive study on e Coffee and 85C, and the steadily growing Starbucks and Dante Coffee. The multidimensional scaling was applied to analyze the coffee chains stores brand positioning and awareness. Consumer characteristics were investigated with factor analysis and cluster analysis on data collected from survey on coffee chains store consumers. That is, whether or not demography, lifestyle, consumption reality and shop impression are significantly different in coffee chains store selection. Findings indicate: in brand positioning, Starbucks falls in the leading group, and Dante Coffee, e Coffee and 85C are in the potential group; and in brand awareness analysis, the possible strategies adopted by these 4 coffee chains stores are: claim, improvement, change and abandonment. Besides the MDS, the factor analysis and cluster analysis were applied as a reference for market segmentation. Results indicate that the former can be used as the foundation of market segmentation. Further, by applying the cluster analysis, three market segmentation clusters are located: rational and introvert, active and fashionable, and carefree and simple. Lastly, these results can be a reference and recommendations for coffee chains store owners to map out suitable market positioning, market segmentation and marketing.
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CHOU, TZU-CHING, and 周慈菁. "Uni Coffee; The Associated Visual Design And Application To Brand Establishment." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/77325847570595639658.
Full textAbstract:
碩士國立臺灣師範大學
設計研究所
98
This research conducts an appropriate use of visual design applicable in the coffee industry through the means of exploring the specialized beverage market. This is done so through the collection and analysis of contemporary market trends and a direct comparison with strong competitors within the market. Though the analysis of competitors illy, Lavazza and Starbucks, it is notable that all listed subjects of research embraces the marketing method known as “refined coffee marketing”, which enhanced their appeals to customers. Moreover, the companies also prioritize image identity, packaging and interior designs, and at the same time, a strong correlation of recognition between each individual company. Through the analysis of competitors, this case study scenario selects the color of “mango” as the visual segmentation with other competing bodies, because warm colors not only convey vibrant color images, but also portray the cultural characteristics of Taiwan. In the contemporary consumer patterns, aesthetic products grasp the attentions of consumers at the first glance, this reason is easily justifiable to be one of the strongest contributors of the purchase trend. In the coffee industry, it is worth taking note that the consumer group whom wishes to enhance their lifestyle through the means of luxuriating their daily consumption, generally have a higher purchasing power. However, it is rare that a Taiwanese coffee brand in the contemporary market to optimize a prime focus of delivering “fresh refined coffee beans” in designer packaging. If the consumer group could be exploited and expectations fulfilled, it will not only make the product more attractive, but at the same time create business opportunities.
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Lee, Chang-Yuan, and 李承遠. "A Study of Position the Brand Perception of Coffee Chain Stores." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/23402193625218593116.
Full textAbstract:
碩士淡江大學
國際企業學系碩士班
99
As times change, Asian lifestyle and eating habits influenced by western culture, Taiwan is no exception. Coffee has become part of everyday life the people of Taiwan. In recent years, the coffee market become more and more competition. chain coffee shops have sprung up everywhere in the streets. According to the survey, Taiwan has at least 5.4 million people drink coffee. In this study, would like to know whether the coffee chain in the minds of consumers how their positioning in order to understand the competitive situation of the coffee chain stores. In addition, this study hoped that through the analysis of consumer lifestyles, will help manufacturers strategy develop. Through this research paper questionnaires, the Department of Tamkang University, state-owned enterprises and the production by students, Northern Taiwan University of Technology International Trade students for the survey, a total of 506 questionnaires, and through the SPSS statistical software-related statistical analysis. The results showed that the minds of consumers, Barista Coffee, Dante Coffee and Mr. Brown coffee similar to each other, competition is more intense, IS and CAFÉ are similar to each other, the more competition. Starbucks, 85 degrees C and Ikei coffee separate out. Lifestyle segmentation variables in this study is not significant, consumer characteristics and consumer behavior analysis are not significant.
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Li, Chang-Yu, and 李權諭. "Case Study in the Brand Management of the Coffee Cart Business." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/77um5v.
Full textAbstract:
碩士國立彰化師範大學
會計學系
106
This study uses a case study approach to select each of the domestic and foreign mobile coffee car brands as the research object, the purpose of which is to analyze the influencing factors of consumers' choices on the mobile coffee bus route. In this study, "Wheelys" coffee and M. Endorphins from Taiwan also use electric bicycles to carry out commercial activities due to similar business models. In this study, they will analyze and discuss their business model and Future vision and development. Because of the growing demand of the people for coffee, but also with the trend of drinking coffee gradually replace the habit of drinking tea, the age of the gradual increase in the choice of ways and means of access to coffee Changes, From Convenience Stores to Cafes As lifestyles change, the way mobile coffee shops are purchased quietly affects the habit of buying coffee now. The study found that the positioning of foreign brands and the core value of a clear, very familiar with the use of resources, but the local business model is done by the entrepreneur itself step by step to complete, but also because of access to resources at home and abroad, the popularity of information on the pipeline However, the differences have limited the conditions for their own development. As the Taiwanese tend to be conservative, they are still at a loss to develop the franchising chain. On the contrary, the development pace of foreign countries is much faster than that of Taiwan. In this study, foreign information can be found Source and environmental awareness are better than Taiwan, and the combination of smart and green mobile coffee cart is also quite popular, on the contrary Taiwan has a car modified mainly for environmental awareness than abroad, the study also found can be divided into two types of behavior mode, respectively, "economic model" and "dream model", the difference between the two ways of development of the ultimate goal of the ultimate goal is not the same, "economic model" of the object of a simple copy of the fast start-up time, Only the use of a simple body structure and brand management approach allows operators to play great space, and "dream mode" of the research object is resource dependent on the conditions of the suppliers to be restrained, the future development of physical stores the main idea of the former research object completely not into the same. Finally, the economic model entrepreneurs think profitable, optimistic about its Asian market, the use of coffee cart body and brand want to penetrate its market, the dream model entrepreneurs believe that the realization of self-worth as a high ideal, its characteristics are willing to share and in the book Find beautiful things, which in turn can achieve self-worth. Keywords：Action Coffee Car, Economic Model, Dream Model
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VAN, PHAM THI HAI, and 範氏海雲. "Establishing Vietnamese Coffee Brand Designwith a Cross-cultural Aspect in Taiwan." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/wfz7h3.
Full textAbstract:
碩士大葉大學
設計暨藝術學院碩士班
105
There is a fact that Vietnamese community in Taiwan has been increasing remarkably since the cultural, economic and educative cooperation between two countries is actively executed in recent years. However, aside from the extracurricular activities of Vietnamese students which have just given a glimpse into Vietnam, preserving and promoting Vietnamese culture has not been focused properly in this island. Raising the awareness about Vietnamese culture in both Taiwanese and Vietnamese people, hence, has become more and more essential. This study considered infusing the Vietnamese cultural features into coffee branding design with the purpose of advertising partly Vietnam picture to Taiwanese people. Results from the survey on Taiwanese people showed out that Taiwan is a potential market for Vietnamese coffee since tasting new flavor from an abroad coffee brand is considered as a cultural experience to Taiwanese coffee customers. The most attentive factors for a new brand are coffee quality, coffee shop design and coffee packaging. Therefore, creating a new coffee brand in Taiwan is a practical way to expand Vietnamese products and enhance the Vietnamese cultural value to not only Taiwanese coffee drinkers but also the young Vietnamese generation in Taiwan. The design project for V-CAFÉ brand focuses on showing the typical cultural features of Vietnam throughout the CIS, especially on various packaging design. Through the project, this study proposes a new way to create a cross-cultural design by combining local cultural aspects and customer behaviors. It is not only a cultural interfusion between two regions but also a proof that people from different countries, no matter what their language, the culture, their tradition is, still can communicate and understand to each other. Key Words: Vietnamese coffee, cross-cultural design, cultural communication, Taiwan.
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Huang, Pei-Wen, and 黃佩雯. "The Influence of Brand Personality and Brand Trust on Purchase Intention：A Study of Chain Coffee Shops." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/58090466441378634150.
Full textAbstract:
碩士高雄餐旅學院
餐旅管理研究所在職專班
97
The major purpose of this study is to understand the influence of brand personality and brand trust on consumer purchase intention about Starbucks and 85ºC. Using a snowball sampling technique, a total of 600 questionnaires were distributed in Taipei City and County, which resulted in 449 valid surveys giving a response rate of 75%. First, the respondents were profiled. Factor analysis was conducted to examine the dimensions of brand personality and brand trust. Furthermore, hierarchical multiple regression analysis was used to examine the influence of brand personality and brand trust on consumer purchase intention. According to the results, these two chain coffee shops consist of different brand personalities. Brand personality and brand trust have significant impacts on purchase intention. However, brand trust did not moderate the effects of brand personality on consumer purchase intention. Finally, this study provides specific suggestions for hospitality practitioners developing branding and business strategies.
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Wang, Shu-Yi, and 王姝怡. "Market Research and Brand Strategy Planning--Case Study of Canned Coffee Market." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/97040474562807630329.
Full textAbstract:
碩士淡江大學
管理科學學系
91
The high added-value that brand brings out can''t be imitated and replaced by other competitors. Therefore, building brands has become an immediate matter. Brand management with excellent performance will have to gather correct market information first, then analyze it through strict statistical methods so that you can overview and control the market to formulate appropriate brand strategies. This research had chosen six canned coffee brands as studying objects and De La Gauche is chosen to be the main subject of brand issues. The issues of this research include the consumer analysis, competition analysis and brand analysis. By competition analysis , we can recognize the main competitor and know its market share, key success factor, competitive strength and weakness, and competitive strategy. Consumers analysis analyzes the market segmentation, target market, consuming situation, purchasing situation, and media preference. Brand analysis probes into the brand awareness, brand royalty, brand perceived quality, brand association and brand extension of De La Gauche to formulate brand strategy. The purpose of this research is trying to provide an entire brand management structure on the basis of market analysis. With this structure we construct in this research and appropriate analytical tools, we hope that we can help decision makers to make right decisions and formulate appropriate brand strategy to triumph the market.
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Chi, Hui-Chi, and 紀慧琪. "The Relationship Research of Experiential Moduels and Brand Equity-Starbucks Coffee Company." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/63949208280380503413.
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碩士中國文化大學
觀光休閒事業管理研究所
93
Due to the changes of consumptive pattern, the economy developing process has been changing from “Agriculture Economy”, “Industry Economy”, “Service Economy”, to “Experience Economy.” In 1999, Dr. Bernd H. Schmitt has pointed out that the first priority of marketing is consumer experience. The traditional way of marketing is no longer satisfied by consumers. Thus, companies in industry have to provide customers with various consumption experiences that can really influence their sense and touch their emotion. It provides good opportunities to establish long-term relationships with customers. The study examines the relationship between five SEMs (Strategic Experiential Moduls) (sense experience, feel experience, think experience, act experience, and relate experience) and brand equity (brand royalty, brand awareness, perceived quality, and brand associations) according to Schmitt (1999) and Aaker (1991)s’ studies. For quantitative analysis, it takes convenience sampling at 18 Starbucks coffee shops in Taiwan. 428 questionnaires were collected, and 18 were removed from the sample because of incomplete answers. The valid samples were 410. The response rate is 96﹪. The findings are as follows: (1) The influences of five SEMs (Strategic Experiential Moduls) on brand equity are significant correlative. (2) Sense, feel, act, and relate experience have positive influences on brand royalty. The feel experience has the highest positive influence on brand royalty, but the think experience has no significant influence on brand royalty. (3) Sense, feel, act, and relate experience have positive influences on brand awareness. The sense experience has the highest positive influence on brand awareness, but the think experience has no significant influence on brand awareness. (4) Sense, feel, and relate experience have positive influences on perceived quality. The sense experience has the highest positive influence on perceived quality, but think and act experience have no significant influence on perceived quality. (5) Feel and relate experience have positive influences on brand association. The relate experience has the highest positive influence on brand association but sense, think, and act experience have no significant influence on brand awareness.
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沈慶倫. "Coffee brand strategy and visual design - A Case Study No. 14 Cafe." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/34512634871907686496.
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碩士國立臺灣師範大學
設計研究所在職進修碩士班
98
Taiwan's coffee market continued to grow each year, along changing Taiwanes' coffee taking habits and values.Coffee have left their early concept of upper-class beverages behind, and gradually becoming one of the basic needs of civilian lives, thus providing mutiple and diverse levels of images and business models for the coffee shops to work with. There are large chain coffee shops which focus on the quality and comfortness of the store; also cheap and convenient coffee in main convenience stores; even personal management coffee houses have begun to flourish in recent years. Taiwan's coffee market competition has intensified, in the age of consortium with their diverse and solid investment channels, how can personal management coffee shops break through and develope their own market? This study features a personal management coffee store called "Cafe 14" as our case study, in the direction of its brand strategy and visual design, wishing to provide a close examination of the personal management branding process for future references. To put forward three proposals and conclusions: (1) There should be a depth investigation and analysis of the region prior to planning the business model, the more detailed analysis the more it will benefit the business model planning. (2) Find and define consumer groups, develop marketing strategies. (3) Explore consumer groups' symbols, design visual identity brand.
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Truong, Tuan, and 阮俊長. "The influencing factors of brand loyalty-The case of Trung Nguyen coffee." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/90477779548130518062.
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碩士朝陽科技大學
企業管理系碩士班
99
ABSTRACT Coffee has become an indispensable drink with the changing of the habits for drinking and eating and the trend of delicious food. For choosing some brand of coffee, each consumer has his own preferences. It is a valuable issue to understand which factors have its’ own influence on consumers’ choices. This study investigates the influences of enterprises’ image and the characteristic of products on brand loyalty to Trung Nguyen Coffee in Vietnam.500 questionnaires are passed and 435 ones are valid from 460 ones received . In the result of analyzing found that the enterprises’ image and product characteristics have obvious influences on brand loyalty (including attitude loyalty and behavior loyalty). Based on the conclusion, managerial implicatiopns are discussed and useful suggestions concerning the building of enterprise’s image, the design of services and the marketing and segmentation for the market are provided .
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Ting, Jou Fong, and 丁柔丰. "A Study of Brand Position and Favorability of Convenience store brewed coffee." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/zg9468.
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碩士長庚大學
商管專業學院
104
Taiwan’s brewed coffee markets are highly competitive nowadays. Four major convenience stores’ brewed coffee have similar marketing strategy in terms of pricing, promotion, shop-deco, as well as the barista equipment. However, the sales of brewed coffee at different brands of convenience store is different. The differences between brand images of major conveniences store’s brewed coffee and the influences toward brand favorability are the issues discussed in this thesis. The purpose of this study is to investigate the influences of brand image on consumer preferences and reduce the dimensions of brand image of conveniences store’s brewed coffee. Quantitative questionnaire and online surveys were conducted with 300 consumers who have ever bought brewed coffee in convenience stores. After the reliability and validity test, exploratory factor analysis is used to reduce the dimensions of brand image and the relative positions of these dimensions are plotted. Furthermore, the relationship of brand images and consumer preferences were tested by regression analysis. The results shows that there are four main dimensions of brand image of convenient store brewed coffee, namely convenience of channel, life style, quality of product and emotional intimacy. Besides, the first three dimensions have significant influences on consumer preferences.
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Tsai, Tien-Yu, and 蔡瑱諭. "The Creative Research of the Visual Design for the Coffee Shop Brand." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/03143281980238619166.
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碩士中原大學
商業設計研究所
104
Since the 16th and 17th century, coffee has been a popular drink when it was risen in Europe, and Taiwan is also under the affection after the coffee chains entering into the market. While now it is already widespread that everyone gets a cup of coffee in hand. The building of the coffee brand lies on the unique. Except the chain stores have their utility and delicacy on the running the brands and marketing strategies, for the independent owner who has its own coffee brand which is generally located among all the alleys, after they collect the data and find out that the brand images do not have the consistency and even it appears to copy the trademark of the famous chain stores. In the brand identity, its design cannot be impressed by the consumer for the first impression and it is not beneficial for the brand images. In view of this, this research will use the aspect of the brand visual design to create the brand new coffee brand. This creation will use the analysis of the documents to understand the overview of the global and domestic coffee industry. Through the documents discussion of the brands, marks, trademarks and marketing, we find out the suitable successful cases and analyze and research according to its brand background, market positioning, marketing strategy, visual design and application system. Furthermore it assists the design of this research creation. Like the joint design of the City Café under the Uni-President enterprise, the photographers release the designed paper cups. For general enterprises’ owners, few of them emphasize the combination between design aesthetics and brand marketing which can maximize the benefits. Through the case analysis to understand how does one successful brand build up the identity system and let the brand impression fast enter into consumers’ memories. It must be through analysis and research. The result of this research is to hope that the creation of its identity system can connect with the era which is consumer-oriented and through the visual design can build up the whole new coffee brand.
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CNEN, PO-HSUN, and 陳柏勳. "Investigating the Business Model of New Brand in Black Gold Industry – The Case of T Coffee Brand." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/u5tueq.
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碩士國立高雄大學
國際高階經營管理碩士在職專班(IEMBA)
104
Coffee, having an increasing yearly output value for the whole world has been dubbed “black gold” as the second most widely traded commodity after oil. Along with the worldwide trend of this “black gold”, a variety of coffee shops open on the streets one after another in recent years. Many famous brands of coffee start taking quality lines out of traditional quick coffee. Seeing the Coffee shops standing everywhere means there are many competitors and threats from some other large companies. Accordingly, how a brand new coffee makes a success of standing out in the competitive market may be the biggest challenge in this field. Business Models, regarded as a main tool for business analysis, can be employed to inspect on the development of an enterprises in the view of systematic aspects and operational processes. Resource of a brand new business in the enterprise is usually limited, but it would be found and realized the differences including the value proposition, the value creation approach, the value delivering approach, and the capability of obtaining value ability through the business models analysis. With the 9 key sections for the business model created by Osterwalder & Pigneur(2010) as a mainstay in this study, a structure of the new business model is analyzed and discussed by the way of literature reviews and field interviews applying the existing condition, it has been found that the new business model should be configured in response to the diverse development of commercially useful pathways and should be improved the customer segment of the customer management and operational performance.
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Ko, Chieh-An, and 柯玠安. "The Study on the Influence of Employee Brand and Employee Brand Behavior on Customer Brand Loyalty ─An Example of Coffee Shop." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/w56z3z.
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碩士國立高雄餐旅大學
餐旅管理研究所
102
With such a wide range of demands from consumers nowadays, enterprises try to build customer brand loyalty from that differentiation of product of service The present study seeks to realize whether employee behavior related to brand can affect customer brand loyalty. Questionnaires were distributed to 500 employees and 500 customers in the P coffee shops in Taipei City from January, 2014 to March, 2014. The study pooled the employee and customer questionnaires to better analyze the results. 392 from each group were retrieved, meaning the response rate was 78.40%. The 392 valid questionnaires showed that there was a positive significance among the three variables including “employee brand”, “employee brand behavior”, and “customer brand loyalty”. However, an aspect of “employee brand behavior”, ''work decision-making'', appeared to have a positive influence on only one aspect of “customer brand loyalty”, ''behavioral loyalty''. Nevertheless, the study confirmed that “employee brand behavior” is the partial mediator between “employee brand” and “customer brand loyalty”. The results showed that employees'' ''brand knowledge'' exceeded their ''organizational identification''. However, the key to delivering brand values is ''organizational identification''. Besides, if a company wants their employees to spread brand values, and have employees to make their every decision-making related to brand values, it must give comprehensive professional training to its employees, make employees identify with their organization. As to customer brand loyalty, the study found that if company effectively carry out employee brand behavior, it is able to promote customer brand loyalty.
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Yun, Zeng Ciou, and 曾秋芸. "A Study On The Relationship Among Advertising Appeal, Brand Awareness, Brand Associations, and Brand Response－Using Takeout Coffee as an Example." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/52857901681531147349.
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碩士東海大學
企業管理學系碩士班
99
In an increasingly competitive environment, the brand has become a corporate marketing, create and maintain differences in formation and thus and essential element of profit, the brand is a sign that can distinguish other attached products, the information including the company’s image, product quality and service commitment. Therefore, brand building as a very important thing, because it can successful create difference products and services than competitors. However, the process of corporate brand marketing and competitors differ in how thy allow consumers to know which of the profound massages, this study first by the brand and the brand equity of the relevant literature, customer – based brand equity brand awareness, brand association and brand response for the main research dimensions, and add the variables in the front element of the marketing communication of advertising, then through collation the four dimensions of the relevant literature, development of scales to measure various of dimensions. This study questionnaire in north and central metropolitan area of Taiwan consumers for study, questionnaires were collected 472 points, followed by the use of SPSS software applications and Lisrel software for this study, the reliability and validity verification, the final results is (1) coffee emotional advertising appeals help to increase brand awareness and through high awareness that let buyer can produce a strong brand association and positive brand response；(2) coffee products with strong brand association allows consumers to produce more positive response. Finally, the studies bring up management implications and recommendations made as a coffee brand to execute brand making reference in marketing decision.
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Chen, Ya Yu, and 陳雅瑜. "A Study of Convenience Store's Private Brand Coffee - CITY CAFE and Let's Cafe." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/74ey2e.
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Lee, I.-Ching, and 李依靜. "McDonald's in Beidou Town, Changhua County Coffee Brand Marketin g Management Technical Report." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/hm2b7n.
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碩士亞洲大學
休閒與遊憩管理學系
106
This Technology Report takes McDonald's in Beidou Town, Changhua County as a coffee counter as an example. In addition, I have 22 years of practical experience in McDonald's in Taiwan. I have a deep understanding of how McDonald's thinks and directions in coffee marketing strategies and how to operate in the field. The theory of marketing, I propose my own technology report, aiming to explore the correlation between the fellow countrymen brand and loyalty, and the correlation between hand-made coffee counters and coffee made by general machines. Changes and the westernization of the fellow countrymen eating habits, coffee, which is not a necessary drink, is gradually accepted by the fellow countrymen. Every day, a cup of coffee has become a part of life. Consumers' demand for coffee is no longer simply drinking coffee. Start to pursue the brand of coffee, and the experience it brings, and pay more attention to the feelings brought by the environment. Therefore, whether McDonald's McCafe can satisfy consumers with service quality, experience marketing and customer satisfaction is the source of motivation that I want to explore. Therefore, the research finds that the chain fast food industry can grasp customer needs and pay attention to internal staff development. Improve employee satisfaction and have a positive effect on turnover.
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TSENG, CHING-CHIH, and 曾清池. "Research on Brand Image of Drip Bag Coffee and Its Re-Purchase Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/79978099584667920756.
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碩士萬能科技大學
經營管理研究所在職專班
104
According to Baidu 2014 network survey data show that: 47% of users prefer to drink instant coffee, but 72% of the most important coffee taste. Chinese people drink coffee habit probably from 90 years after the last century, and now many city people have had a sense of dependence on coffee, social progress quickly evolve into the active market, but also to create a myriad of merchandise. Domestic and foreign scholars in related research, the aggregate of the Institute would like to explore related fields of theory, by the literature review found that brand repurchase intention to have significant impact on the brand image, brand attributes, brand personality and brand interests wherein the intermediary variables on repurchase intention is also affected. Therefore, this study will investigate the relationship between the brand and the coffee filter hanging of repurchase intention. This study focused on the brand (brand image, brand attributes, brand and personality) on repurchase intention of the association, in 2015 for the domestic consumers distributed 100 questionnaires, the recovery rate of 96%, via factor analysis, reliability analysis and after multiple regression analysis, empirical results show that the brand will be completely facets intermediary in relations brand repurchase intention facets and dimensions, the validation results will provide reference to the relevant industries, and proposed management implications.
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Lin, Yu-syuan, and 林雨璇. "Consumer''s Brand Love Concept Maps- An Empirical Study for Coffee Chain Stores." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/26205245001847588655.
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碩士國立高雄第一科技大學
行銷與流通管理研究所
101
Under the market of fierce market competition, brand becomes one of the key points which help enterprises to stand out from other competitors. Brand image has been the approach for enterprises to conduct brand management and build brand equity. With the enhancement of the brand image, consumers build emotion and a long-term relationship with the brand, and then it leads to "Brand Love". However, under the situation of fierce competition and limited marketing resources, how to conduct an effective brand marketing management and be create a unique selling proposition in order to maintain consumers brand love becomes an important issue for enterprises to concern about. Previous studies focused on brand love causality, rather than the attributes of brand love. Therefore, this study combined theories of brand love and brand concept maps to develop an innovative model called "Brand Love Concept Maps (BLCM)" to understand the attributes of consumers’ brand love associations. In order to enhance the value of brand love concept maps, this study also added the fuzzy decision theory to discuss the significance of brand love attributes and the interrelationships among them. This study investigated two coffee chain stores (Starbucks and 85℃) as objects of an empirical analysis. Through the literature review and the first stage of questionnaires, we first acquired consumers'' brand love associations, and then this study developed BLCM and brand love association network value analysis (BLANV) through the second stage of questionnaires. Finally, the last stage of questionnaires discussed the weights of brand love attributes to explore their importance and relative influences. The result shows that Starbucks has 11 core associations, "a good place to chat and get together" and "representative of drinking coffee" are the most intense associations that linked directly to Starbucks, and "promotional activities" and "great service attitude" are the most important attributes for consumers. 85℃ has 7 core associations, and the most intense and important attributes are "a good place to chat and get together", "cheap and affordable" and "convenient locations" for consumers. This study establishes an innovative new model of brand love concept maps. This study not only discusses attributes of customers’ brand love association but also investigates their importance and influence. We hope to provide the academic and management circles as a reference basis.
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Yuan, Shiau-Shi, and 蕭錫淵. "The Relationship among Brand Image, Perceived Value and Brand Loyalty for coffee chain stores: An empirical case of 85℃." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/eb55ht.
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碩士長榮大學
高階管理碩士在職專班(EMBA)
96
This study aims to explore the relationship among brand image, perceived value and brand loyalty for coffee chain stores and offer information for shop owners in making sales strategies. Of the 400 questionnaires sent to the ordinary consumers in the“85℃ Coffee Tea Cake Bread” with regard to the brand loyalty, 334 valid questionnaires were returned, with a valid return rate of 83.5%. Multiple statistics methods are employed in data analysis to comprehend and the conclusions of the research were summarized as follows: Recently, competition of any kind of brand coffee chain stores was drastically since then. So any coffee chain stores look for a favorable market niche. First of all, the primary marketing strategy shall promote the product good brand awareness. Without brand awareness, it is difficult to establish marketing communication. The second is how to maintain the brand image. Above two subjects will directly lead consumer to repurchase. Another word, they are positive to influence brand loyalty. Brand loyalty is also an important strategy of price advantage and market share. Therefore, the brand loyalty is a very important target to any coffee chain stores for long-term management. This research carries on the analysis using the structure equation model (SEM). The goal is studying for the brand image, perceived value and brand loyalty relationships and influence effect. The affiliation provides the field by the above analysis result to be the reference of marketing strategy.
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Tseng, Hui Chin, and 曾譓衿. "The Study of the Brand Image, Product Knowledge, Perceived Value, Purchasing Decision, Customer Satisfaction and Customer Loyalty to Coffee Shops in Coffee Chain Market." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/37729105432283433313.
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碩士遠東科技大學
行銷與流通管理系碩士班
102
There are so many diverse cafe-styles and a variety of cafe shops has been established in Taiwan. However, how to successfully earn consumers' attractions to purchase the coffee drinks in the highly competitive coffee market is the major goal for the coffee drinks industry. There are so many famous coffee brands in Taiwan, such as Starbucks, Seattle and 85∘C as the nationwide chain coffee brands and Donuts, Shan Dawn and Crown Fancy as the local chain coffee brands. Therefore, there are total 4 chain coffee brands in this study, two are the nationwide chain coffee brands (Starbucks and 85℃) , the other two are the local chain coffee brands (Donuts and Crown Fancy), the aim of this study investigated that whether consumers will be affected by brand image, product knowledge, perceived value , purchasing decision-making , customer satisfaction and customer loyalty. In this study, sample size of 400 copies were analyzed , descriptive analysis, reliability analysis , T-test, regression analysis, correlation analysis, factor analysis, path analysis and structural equation modeling were applied in this research. The results of the study were as follows: (1) the coffee brand is significant effect on the purchasing decision making. (2) the product knowledge is significant influence on the purchasing decision making. (3) the perceived value is positive effect to the purchase decision making. (4) the consumer's purchase decision making is positive to the consumer satisfaction. (5) the customer satisfaction is significant effect on the customer loyalty . (6) the purchase decision making is significant effect on the customer loyalty.