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The Brand Perception Influence on Coffee Consumption: A Case Study of the Chain Stores Starbucks and 85°C Daily Cafe in Taiwan

Journal Name:

  • International Journal of Science and Engineering Investigations

Publication Year:

  • 2015

Key Words:

Author NameUniversity of Author
Abstract (2. Language): 
The perceived brand may influence consumers’ behaviors. This study used perceived brand awareness, perceived brand quality, and perceived brand prestige to verify the brand perception may impact on the coffee consumption in Taiwan. Starbucks, the international famous coffee chain store, and 85°C Daily Cafe, the local famous coffee chain store, were compared by investigated their consumers’ opinions and purchasing behaviors. The result of this study shows that the majority of people in Taiwan perceived brand awareness of Starbucks is one of the main drives of why people visit Starbucks. On the other hand, 85°C Daily Cafe was its perceived brand of quality. The results suggest that brand managers should invest in brand quality and brand awareness to improve market strategies.
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REFERENCES

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