Attractiveness of Coffee and the Elements for Building a Attractive Coffee Shop

Abstract

Consumers today are now enjoying more than simply drinking coffee or having snacks in coffee shops, but they also find that the cafe ambient is also quite important. The study aims to study the group “enjoying drinking coffee” with context research on attractive factors applying in-depth interview and Evolution Grid Method (EGM), and applies One-way ANOVA and Quantification Theory Type I to conduct attractive factors analysis on the preference difference and building of attractive coffee shops according to the different gender, occupation and different degrees of preference. The study reveals the following conclusion: 1) Female are more likely to “drink coffee while thinking” and also prefer “beautiful latte art patterns” and “coffee cups / plates with superior quality” than male. The study also discovers that members of society preference “coffee tasting bitter and savory” than students. In terms of the difference among the different degrees of preference, the respondents drinking 1-3 cups of coffee per week emphasize more on the “timing for coffee” and “environment and ambient for coffee” than respondents drinking 4-7 cups and 8 cups. The respondents drinking 8 cups or more per week emphasize to “patterns of latte art” than respondents drinking 1-3 cups. The respondents drinking 4-7 cups per week emphasize to the “coffee equipments” than respondents drinking 1-3 cups. 2) Adding milk or liquor to coffee for flavoring can create a perception of taste, elegance and grace, in order to search for the optimal proportion. To build a coffee shop that offers both warm and romantic perception, start with the design on the “spatial dimension” of coffee shops. On the other hand, the two elements on “cleanness of lavatory” and “artwork decoration” should be taken into consideration for building a cafe that offers warm, comfort, relaxation and revitalization.