Aside from categorization by management modes and management styles, Chen (2007) divided coffee shops into four
price levels: premium price level, mid-to-high price level, mid-to-low price level, and low price level coffee. According
to her definition, premium price level coffee is above approximately NT$70, most items are above NT$100, and the
category includes ZhenQuo, Kohikan, and Baristia. Mid-to-high price level’s minimum price is above NT$50, with a
maximum price of NT$125; this price range includes Starbucks and IS Coffee. Mid-to-low price level coffee has a
minimum price of above NT$35 and a maximum price of NT$100, with Doutor and Dante as representatives. Low price
level coffee’s minimum price is above NT$35, with a maximum price within NT$65; E Coffee and 85°C Coffees are
considered the majority in this category.