As times change, Asian lifestyle and eating habits influenced by western culture, Taiwan is no exception. Coffee has become part of everyday life the people of Taiwan. In recent years, the coffee market become more and more competition. chain coffee shops have sprung up everywhere in the streets. According to the survey, Taiwan has at least 5.4 million people drink coffee. In this study, would like to know whether the coffee chain in the minds of consumers how their positioning in order to understand the competitive situation of the coffee chain stores. In addition, this study hoped that through the analysis of consumer lifestyles, will help manufacturers strategy develop. Through this research paper questionnaires, the Department of Tamkang University, state-owned enterprises and the production by students, Northern Taiwan University of Technology International Trade students for the survey, a total of 506 questionnaires, and through the SPSS statistical software-related statistical analysis.
The results showed that the minds of consumers, Barista Coffee, Dante Coffee and Mr. Brown coffee similar to each other, competition is more intense, IS and CAFÉ are similar to each other, the more competition. Starbucks, 85 degrees C and Ikei coffee separate out. Lifestyle segmentation variables in this study is not significant, consumer characteristics and consumer behavior analysis are not significant.