3. Methodology
This research paper investigates the selection of beverages along with the consumer structure and teatime consumption behaviors in Taiwan, using Kaohsiung area as an example. A questionnaire inquiry along with an informal, random interview was used in this survey. One set of questionnaires with a four-point likert rating scale was designed to collate data from the sampled subjects. The questionnaires were pilot tested by 10 college students enrolled in a two-year night program in a technology university in Kaohsiung to ensure that the questionnaires were of relevance and clarity. The Statistical Package for the Social Sciences (SPSS 10) system was utilized for both descriptive and analytic statistics analyses. Descriptive statistics of mean, standard deviation and frequencies were reported. Rank ordering based on the mean ratings was also used to examine the priority of the reasons of people choosing their teatime beverages. The analytic approach was adopted to further explore the quantified perceptions of the sampled respondents beyond the descriptive analysis. T-test, ANOVA and Scheffe test as a post hoc test, Chi-square test as well as correlations were also applied to test the significant differences of respondents’ perceptions in relation to their demographic information. For the scoring purpose in the questionnaire inquiry, the scale range for each item was set from 4 to 1, that is, 4 (strongly agree), 3 (agree), 2 (disagree) and 1 (strongly disagree). The items of the questionnaires include choice-making reasons/factors, i.e. fair price, health