Location and image of café chain and their influence on consumers' partiality
| Autor: | Kang-Li Lin, 林岡立 |
|---|---|
| Rok vydání: | 2003 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 91 In the high potential market of coffee, starting the café chain is actually not that easy to success. There must be unique ways in operating the shops to become successful. Generally speaking, the market of coffee is consisted of two groups: one is the business owner and the other is the consumer, which are the supply and demand in economics. In the market of coffee, the suppliers usually need to anticipate and assume the consumers’ choice and preference due to the competition between businesses. Owners of the franchised coffee shops not only need to anticipate the consumers’ partiality, but also need to cope with the competitions between the increasing amounts of franchisers. Therefore, this research targets on a certain café chain as the subject. Starting on the ways of managing the business, first of all, we will discuss the company structure and departments of the subject business. Then we will interview the business operator and get to understand the factors he or she considers, including location and image of the shop, when opening the business and how he or she anticipates and assumes the targeted consumers’ behavior. Secondly, we will analyze how the consumers of the subjected nine franchised coffee shops respond to the depending variables to verify the business operator’s assumptions by surveying. Finally, the original assumptions are revised to accommodate the consumers’ partiality and the results are applied to the research target’s method of operation. The procedures and outcomes of this research show that the person conducting the research must has a detailed and well understanding of the company structure and departments of the subjected business to come up with an efficient marketing-mix. Because of that, we lastly cover the 14P marketing-mix of the subjected target: product, price, passage, personnel, poster, promotion, package, panoply, purveyor, products storage, project of marketing research, prune and construction, practice and education. The major excerptions are as follows: ◎Level of Business Owner 1.Organize the business owner’s stream of thought and the operating procedure. 2.The owner uses the four dependent variables — sex, age, occupation, and level of ability to consume — to target consumers, and uses this assumption to predict consumers’ behavior and preference. 3.Suggestions for the defects of the system of franchised coffee shops. ◎Level of Consumers 1.Error in the assumptions made by business owners due to the change in consumers’ partiality caused by certain dependent variables. 2.Propose suggestions combined with 14P based on the characteristics of each location and time period. ◎Level of Marketing 1.Based on the 14P marketing guidelines, propose a practicable marketing-mix through discussions in the relation of business organization. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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