STATE THE OVERALL AIM:陳述總體目標：
In recently years, more and more people choose to invest on coffeehouse. Competition in the coffee industry seems not optimistic. Customer has expectations for the purchase situation for the performance and consumption of the product or service. Achieving the highest possible level of customer satisfaction is the ultimate goal of marketing. Coffee shop culture has more necessary to a customer attention. The main aim of the proposed research is to seek what a successful coffeehouse culture will attract customer consumption and patronage.
To conduct a comprehensive literature review of all relevant published sources. These include journals, books, newspapers, the internet and others. Where to go to find the relevant topic information? What types of sources need to use? How to collect and preserve valuable data and information?
To consider the environmental and cultural orientation in the coffee shop, also the significance of culture attracts different customers. Which coffee shop did customer like to go? How the customer think that the coffee shop culture? What kind of brand coffee shop they prefer to choose? Why they like to go coffee shop?
To evaluate what factors may affect the customer consumption in the coffee shop and assess the reason of the customer consumption. To predict what consumption habits may influenced their choice. What kind of coffee people like to buy? How long they will stay in the coffee shop? Who they usually to go with? Will the coffee shop location affect people choosing spend it?
To examine the patronage factors between the customer satisfaction and the quality of service. In addition to comprehend what the customer needs and achieve more patronage from the customer. What the definition of patronage does the coffee shop manager think? How the coffee shop staff communicate with customer? Why people usually like to choose the coffee shop which they always go? Does the product affect customer patronage in the coffee shop?
To produce a conclusion and create some relevant recommendations and measures that official organization can be applied in reality. What the advantage and disadvantage in the research? How to examine the results is correct? Which factor is the most important in the coffee shop?#p#分頁標題#e#
Chapter 1 The culture in the coffee shop
The definition of the coffee shop culture
Establish the value of coffee shop culture
The relationship between the coffee shop culture and customer
The potential impact of the coffee shop culture
Chapter 2 Achieve to attract customer consumption
Explore and analysis customer consumption habits
Factors affecting consumer consumption
A research about the Youngers in the coffee shop consumption
Chapter 3 Win more customer patronage
Communicate with customer to know what they needs
Leave a deep memory to the customer
Provide a high quality of products and service
The importance of patronage
Coffee shop culture has relationship with the consumption and patronage
How to reflect the taste of coffee shop culture contract with the level of consumption
Recognition of associated theories
Key words: Coffee shop culture value, consumption and patronage
Because the research is seek to the relationship between coffee shop culture and consumption. Therefore, culture plays an important role in the coffee shop. A company can attract customers to a mainstream influence consumption patterns, in large part from the brand culture. A discordant brands and consumers will have a great distance. And Vicent(2012) believed that the dissonance created enormous distance between brands and their audiences. He became an outspoken champion for a clear and compelling voice for every brand, and he set about proving quantitatively how a distinctive brand voice leads to greater brand engagement and loyalty. Brands culture communication has become more popular in nowadays.
In addition, culture value is also having a great influence. Many consumers are selective their consumption through their trust and love (John, 2007).However, with the increasingly fierce market competition, the coffeehouse culture developed into different types of characteristics. Exotic, musical and the old-fashioned style has become an important part of fashion trends. Thus, brand culture positioning played a guiding role in the operation of the coffee shop, it could request to different needs of customers.
Coffee consumption in recent years presents a younger trend. Many young people choose to coffee as a way to relax and entertainment consumption coffee consumers have more interest in and more knowledge about the various components in this beverage and its effects on the body. Furthermore, there are also great differences in male and female consumer choice. Young males reported drinking more coffee than young females (Demura, 2013). Among coffee non consumers, females disliked the taste of coffee more often than males. Table 2 shows the results for coffee consumption based on gender differences. The coffee consumption rate was significantly higher in males (50.8%) than in females (32.8%). Incidentally, coffee no consumption rate was significantly higher in females. Participants were grouped into those who drink coffee (coffee consumption group) and those who do not (coffee no consumption group). It show the reasons for coffee consumption (Table 3), ingredients in coffee (Table 4), Many young people know that coffee contains caffeine, but few know about other components of this beverage. In addition, few people know the positive and negative effects of coffee on health.#p#分頁標題#e#
Also, factor affect customer consumption is marketing. Coffee quality is the key to win the marketing. As well-known coffee brands, such as Starbucks, Costa Coffee is on the selection and production process coffee beans have a great guarantee. Coffee consumption now has seen a lot of selectivity, people consumption is not only enjoy the taste of delicious coffee, but also pay more attention to the consumer experience of comfort and satisfaction (Sarah,2007).
To attract customer patronage was have ability to predict what customer needs. To satisfy the customers, it is essential that we understand what is important to them and then strive at least to meet, if not exceed, those expectations. These needs are not only product or service related (Susan,2002). The coffee in the coffeehouse may be excellent, but the total experience may be so bad that you will never go back. Improve service quality, to bring customers satisfactory service will allow customers to leave a lasting memory.
In addition, there has been communication with customers to establish contact (James G, 2001). In the course of the exchange and the customer can receive timely customer feedback and suggestions, to understand customer satisfaction, it could be increase the quality of in-store services. Also increases the attention of customers. Attract more attention in-store customer activities and increased the number of customers to patronage. Won a good reputation and credibility in the consumer groups, also can attract more consumers to patronize and consumption
Research Methods that could be used/excluded
According to the dissertation topic, the data should be collection from customers and consumers. In other words, this dissertation needs primary data to prove facts. Therefore the best research method is survey method. However, the survey method has some gaps, such as low response rate, cannot show stimuli, the number of question will be limited and respondents often fail to read instructions, and the most important impact is the range and number of the respondent is limited. Therefore, the data collection should combine the primary and secondary data, in order to achieve the approximate perfect result. The secondary data collection should use online research and scanner data methods.
Based on the introduction above, this dissertation research method will use survey method, online research method and scanner data. In this part will also introduce the projective techniques, but it may not be used in this study.
Survey methodology studies the collection of specific units from a population and the connected survey data collection techniques, such as questionnaire structure and methods for purifying the figure and correctness of responses to surveys. There are some optimistic aspects of survey method, such as low cost, fast ability to screen select respondents meeting desired criteria and able to reach more potential respondents.
Survey methodologists have dedicated much effort to control the extent to which applicant responses are affected by physical characteristics of the interviewer. Main interviewer characters that have been established to impact survey responses are race (Hill, 2002), gender (Macias, 2008) and relation body weight (BMI)(Eisinga, 2011) . These interviewer effects are mainly operant when questions are related to the interviewer mannerism. Hence, race of interviewer has been shown to affect replies to actions concerning cultural attitudes (Anderson, Silver and Abramson 1988), interviewer sex responses to questions concerning gender problems (Kane and MacAulay,1993),and interviewer BMI answers to eating and dieting-related questions .
Online research methods are behaviors in which researchers can gather data via the internet. They are also stated to as Internet research (Reips, 2012). Many of these online research methods are related to standing research methodologies but re-invent and re-imagine them in the light of new technologies and situations connected with the internet.
Online research can help people find secondary data which has already collected from the population. Comparatively speaking, the primary data is more difficult to collect, because of the range and number of respondent is limited. However the online research can remedy these gaps, because the sample online is larger and it is much powerful to prove what we want to suggest. In addition, some data online has already been analysis, most of them has a certain trend, result or phenomena. These data is much easy to understand and it will save a lot of time to collect the data.
Scanner data method could help this research get more data and information. In this research need more sales data and coffee consumptions to analysis. Assess to the data collection may improve the research method more powerful. In addition, it will able to identify which factor affect behaviors of customer consumption and patronage. However analysis the data may be expensive, also it not easy get at opinions, attitudes and feelings underlying behavior.
Projective techniques research method is quite useful in assessing topics about which respondents are not comfortable talking or motivations of which they may not be consciously aware. But in this study it was difficult to grasp the main idea and it was cumbersome. Therefore, projective techniques will not be implementing in this research.#p#分頁標題#e#
Incorporating survey method, online research and scanner data, it can research more effectively. These three researches can fix both negative aspects. The survey method is necessary to collect primary data; online research methods can help it much intact. Therefore, this dissertation should choose these to research methods.
Appropriate Forms of Analysis
The data collection can use excel and word software, because excel is the normal software and the excel format can be read by most of analyze software. Microsoft word can input and save the sources in the computer. In addition, some easy calculation can be calculated in excel itself. User does not need use other tools to calculate certain data. Furthermore, most of the data on the Internet is written by excel. It is easy to download and open using excels directly.
The analyze software can use R project. Using R to analysis the data has a lot of ad-vantages. Firstly, R is the efficient software to analyze data, using this software can easy to make a plot, it is much helpful to find trend of the data. Secondly, R is a very powerful software which can due huge number of data, and most of the data format can be transfer to R document. Finally, R is using by typing code and there are lots of packages on the Internet, some package has certain functions. It can by use directly to analyze certain area data such as customers feedback.