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Tea or Coffee: A Study of the Beverage Choice Pattern and Its Affecting Factors at Teatime in Kaohsiung, Taiwan

Asia Pacific Management Review, 2007-08, Vol.12 (4), p.245-257 [Peer Reviewed Journal]

Copyright National Cheng Kung University, College of Management Aug 2007 ;ISSN: 1029-3132 ;EISSN: 2589-8213

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  • Title:
    Tea or Coffee: A Study of the Beverage Choice Pattern and Its Affecting Factors at Teatime in Kaohsiung, Taiwan
  • Author: Su, Shao-wen
  • Subjects: Beverage choice ; Coffee ; Consumer structure ; Consumers ; Consuming behavior ; Consuming frequency ; Consumption ; Quality of service ; Scopus ; Tea ; TSSCI
  • Is Part Of: Asia Pacific Management Review, 2007-08, Vol.12 (4), p.245-257
  • Description: This paper aims to understand the decision making process of people in the Kaohsiung area with regard to their preference of tea or coffee. The contributing factors behind consumers' decision-making are further investigated. This paper also looks into the frequency of tea and coffee consumer teatime habits and consumer demographic structure. The relationship between tea and coffee consumers in relation to their reasons of consuming decision-making is studied. The issues as to whether demographic variables influence the decision-making and consuming reasons are also examined. A questionnaire survey was adopted in our research, which utilizes statistical analyses. The sample was comprised of 316 people living in Kaohsiung. The main findings are: 1) Tea was preferred by most individuals. 2)Approximately 72% of the sampled subjects in Kaohsiung area have a teatime habit every week (21.5% more than 3 times a week, along with another 50.9% fewer than 3 times per week). 3) Males were older and had higher incomes than females; also, males were involved in teatime activity more frequently than their female counterparts. 4) The main factor when selecting tea or coffee was "flavor and taste" followed by "atmosphere and environment". 5) Respondents who preferred tea held a significantly higher level of agreement in the areas of "fair price", "health benefits", "friends' influences", "beauty benefits", and "religion" as influencing factors of the beverage selection compared to those who opted for coffee. Meanwhile, coffee consumers put more emphasis on "effect of alertness and refreshment" and "atmosphere and environment". 6) Significant discrepancies existed among different demographic subgroups, based on gender, age, income and occupation variables in relation to certain consumption patterns. The findings of the study lend themselves to reference for teatime and cafe industry professionals.
  • Publisher: 台灣: 國立成功大學企業管理學院
  • Language: Chinese;English
  • Identifier: ISSN: 1029-3132
    EISSN: 2589-8213
  • Source: ProQuest Central
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