초록 close

The life style of the people in Beijing has been changing in terms of how they are spending their free time, especially when drinking coffee. Coffee Chinese consumers have increased in popularity in recent years and as a result, a growing number of new coffee shops in China. This research aims to gather the basic information on coffee drinkers and establish successful marketing strategies in a starting a coffee business or franchise in China. For the purpose of gathering research data, a questionnaire was conducted among people aged from 20 to 40 living in Beijing. The data was used to investigate the differences among independent variables, gender, age, whether the variables were affected by each factor when visiting coffee shops: price, taste, kindness, location, side dishes, variety of menus, sanitation, event and coupon etc. In conclusion, the thesis aimed to analyze Beijing’s consumer’s behaviors and set up the marketing strategies to provide basic information of coffee consumption when starting a new business in Beijing. The study showed the different results of each factor such as price, taste, kindness, location, side dishes, variety of menus, sanitation, event and coupon etc. according to independent variables: gender, age. By the results of the study need to be considered to help set up the marketing strategies when opening a new coffee business in Beijing; however, future studies include a large sample of Beijing’s consumers and conduct a survey with more reliability and validity.