Abstract
This study utilized cross sectional survey data to evaluate the purchasing patterns of carbonated drinks, juice, and canned coffee among young adults in Taiwan. About three hundred students from five universities were interviewed. Results indicate that among carbonated drinks, Coca-Cola has the highest popularity. Daily C is the most favorable juice brand. In the market of canned coffee, Mr. Brown is preferred. Surveyed students spend an average of NT$476 per month in purchasing carbonated drinks, juice, and canned coffee. Convenient stores and the shops within universities are major places for students to purchase non-alcoholic beverages. Advertising and taste are believed to be the important factors for new products to succeed in the marketplace.
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