The development of the Chocolate café in Taiwan
Date Issued
2007
Date
2007
Author(s)
Lee, I-Chia
DOI
en-US
Abstract
This study investigates the new trend in chocolate cafes appearing in Taiwan. The existing literature does not look at a certain service industry but rather the servicescape or customer satisfaction, so an investigation on the downstream’s effect on the upstream chocolate industry may be of use to both industry insiders as well as the chocolate café owners. Results showed that the chocolate café is a cyclical product and as a luxury food item, chocolate consumption is affected by income elasticity. This research was based on a questionnaire survey with 147 surveys completed. Correlation analysis, t-test, and general linear model univariate analysis were used to determine the proxy for income elasticity’s relationship to other variables. Another factor that affects chocolate consumption is culture, but culture can be changed with marketing initiatives by the industry. Using the survey participants’ responses as well as location strategies, recommendations can also be offered to the chocolate café owners.
Subjects
巧克力專飲店
Chocolate
Type
thesis
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