monthly salaries were mostly below NT$20,000, at 66.7%, while those who were unemployed accounted for 49.6%. As
per consumer activity, 83.2% consumed with friends and family; 44.5% believed the appropriate price for budget coffee
should be below NT$50; respondents who purchased coffee at least once a week made the majority, with 55.0%; 62.3%
of the respondents would purchase when there is a need; most respondents’ main motivation to purchase was chatting
and discussing business, accounting for 45.9%; source of consumption information being “walking past chain stores”
ranked the highest, at 63.2%; and the respondents’ most frequent setting of consumption was at 85°C, with a leading
57.7% (see Table 3).