Currently, coffee shop chain types in Taiwan are categorized by the lowest-priced coffee beverages, which can be
mainly separate into the two major types of mid-to-high and budget prices. The rise of budget coffee market triggered
this research to explore the benefits of budget coffee shops pursued by consumers today, to analyze the benefits of their
product purchases and to compare the different consumer characteristics. This research aims to explore the benefits of
budget coffee shop chains pursued by the consumers, conduct cost effectiveness analysis on product purchases, compare
the differences between the different types of consumer characteristics, and attempt to conduct an in-depth analysis on
the budget coffee shop chains’ current situations and their relation with consumer behavior.