2018 逢甲商圈飲品商機調查

Abstract

中文摘要 逢甲商圈中有許多飲料店，販售的飲料種類五花八門。我們歸類出連鎖飲料店以及在地特色飲料店，並且想知道誰能在眾多飲料裡脫穎而出，獲得一致好評並且生意興隆。因此，我們以飲料店為方向，連鎖飲料店以及在地特色飲料店為主軸，去探討顧客在購買飲料時對於店家以及口味選擇的偏好。資料來源是我們以系統抽樣的方式，於 11 月 22 至 25 日(週四至週日)實際至夜市所做的問卷調查。我們先用敘述統計對數據有基本的了解，接著以 SPSS 軟體進行因素分析、信度分析、卡方檢定與單因子變異數分析，以了解不同性別、年齡等客群，在飲料選擇上的偏好，及其他可以帶給店家的有用訊息。結果顯示，最受歡迎的飲料店，第一名為五十嵐，第二名為大苑子；在地特色飲料店，大家最推薦的第一名為超好喝木瓜牛奶，第二名則為斜角巷。台中市民比起中部其他縣市，有更高比例的人希望可以在 5 分鐘以內拿到所購買的飲料；較有耐心的客人比起較沒有耐心的客人，對於夜市飲料口味的獨特性感到更滿意。

Abstract There are a lot of beverage shops in the Feng Chia Commercial District, and they sell a variety of drinks. We divide all the beverage shops into local shops with their featured drinks and chain shops. In the current study, we wonder whether customers prefer local or chain beverage shops. In addition, we investigate whether brand or flavor plays an important role in the beverage shopping behavior of the customers in the Feng Chia night market. To achieve the purpose, a survey of questionnaire was conducted using the systematic sampling during Nov. 22 to 25 in the night market. The data are first summarized using descriptive statistics. To understand the preference of drinks over different gender, age and so on, and to find some useful information for stores, we conducted the factor analysis, reliability, cross analysis, chi-square test, and analysis of variance. As a result, the most popular beverage shop in the Feng Chia night market is 50 lan, while Da Yung's Tea is the second. As for the local drink shops, Papaya Milk and The Alley rank number 1 and 2 in our survey. People from the Taichung City, as compared to people from other counties in the central part of Taiwan, are less patient since there are significantly higher percentage of people from the Taichung City indicate that they wait 5 minutes or less for their drinks. In addition, our results show that more patient customers tend to be more satisfied with the unique flavor of drinks in the Feng Chia night market.