Packed coffee drink consumption and product attribute preferences of young adults in Taiwan

The objective of this study was to examine consumption patterns and attribute preferences of packed coffee drinks among young adults in Taiwan. Approximately 300 students from six universities in three metropolitan areas in Taiwan were surveyed. Based on the results, 76% of respondents between 19 and 22 years consumed packed coffee drinks at least once a week. The usual time to drink coffee was between 2 and 4 pm in the afternoon and 8 and 12 pm in the evening. Convenient stores were the preferred location to purchase packed coffee drinks. The vast majority of respondents experienced coffee before entering college. Factor analysis results indicated that the dimensions of underlying factors that young adults considered when purchasing packed coffee drinks included variety, brand/promotion, and price/volume.