中国咖啡市场发展现状及其消费者行为

The Chinese Coffee Market and Its Consumer Behavior

基于网络数据开展咖啡市场线上和线下销售情况调研,并通过在线问卷对咖啡消费者行为进行深入分析.结果显示:线上销售的咖啡单价较低,消费者倾向选择值得信赖、售后服务有保障的店家,对咖啡质量较为满意;咖啡消费者选择去咖啡店的频率大多为2~4次/周,且更倾向在下午时段选择单价为20~35元的连锁品牌咖啡;消费者选择走进咖啡店的主要考虑因素是环境、口感和文化氛围,对咖啡消费基本满意,其中环境满意度、体验满意度与品牌忠诚度的相关性最高.

This paper carries out the research on the online sales and offline stores of the coffee market, and makes an in-depth analysis on the coffee consumer behavior through the network research. The results show that the coffee price sold online is lower than offline, and consumers are satisfied with the quality of coffee. Consumers online tend to choose the stores with reliable sellers and guaranteed after-sales service. Most coffee consumers go to coffee shops 2~4 times a week and tend to choose chain brand coffee with a unit price of 20~35 yuan in the afternoon. The main factors for the surveyed group to choose to enter the coffee shop are environment, taste and cultural atmosphere. Consumers are satisfied with coffee consumption as a whole, and environment is the highest correlation with experience satisfaction and brand loyalty.