1.2 Research Method
This search selected budget coffee consumers who prefer 85°C and 7-11 City Café as the research sample. 85°C and 7-11
City Café are well known chains in the budget coffee market. The similarities are standardized and professional
processes, along with management systems, broad distribution of locations, simple selections of coffee, and uniform
standards in regards to the store’s overall service, training, products, and decoration.
Design of the questionnaire is mainly divided into four parts. The first part includes seven questions for understanding
actual consumption conditions of chain budget coffee consumers. The second part is composed of 16 questions relating
to factors to be considered when choosing chain coffee shops. The third part directs to consumer characteristics, with a
total of nine questions. The fourth and last part is the personal information of the respondents, totaling five questions.
Locations were mainly chosen as Greater Taichung areas with large crowd traffic, which included Providence University
district, Zhong Gang Transit Station, Taichung Train Station, and Chao Ma Station. After pre-testing, this research
utilizes the modified questionnaires in its actual distribution. The distributing dates were from April 1st, 2010, to April
30th, 2010. Adopting an interviewer-guiding method, a total of 650 people were interviewed during the time period, and
170 people refused to do the interview, resulting in a total of 480 valid questionnaires, or an effective return rate of close
to 74%. The results were tested using the SPSS 12.0 version of regression for testing the linear relationship that an
individual’s basic information and consumer behavior have on consumer consideration and characteristics.