the market share of canned coffee has been growing with the rate of 4.28% yearly. The main reason for youngsters to prefercannedcoffeeovergroundcoffeeandinstantcoffeeisduetoitslow price and convenience of drinking. New products of canned coffee have been launching in recent years, and the frequency of related commercials isonlyincreasing. Therefore,thisstudytriedtounderstandthepreference of youngsters nowadays, and to help businesses seize the key factors of consuming behaviors in an ever growing market of Taiwan