| Title: | The Key Factors Influencing Consumers’ Choices of Coffee in the Chinese Market: A Case Study of Lucky Cup |
| Author: | Fang Yan |
| Advisor: | ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | บัณฑิตวิทยาลัย (Graduate School) |
| Academic year: | 2568 (2025) |
| Published: | นำเสนอในที่ประชุมวิชาการ (Conference) The 18th National and International Academic Conference “Sustainable Horizon: Transforming Ideas into Impact” 6-7 August 2025 (pp.1059-1069) Click PDF |
Abstract
In recent years, with the rapid development of modern urban life and changes in people’s lifestyles, coffee has gradually become a part of daily life in China, emerging as one of the major beverages after tea. As Chinese consumers’ preference for coffee grew, their consumption habits underwent several stages of change. Despite the significant achievements of the emerging coffee brand Lucky Cup in a short period, there remained a considerable gap compared to well-known brands like Starbucks, which presented challenges in attracting consumers. Therefore, understanding consumers’ coffee preferences was particularly important. This study aimed to achieve the following research objectives: 1) To investigate the impact of perceived quality on consumers’ coffee choices; 2) To investigate the impact of brand culture on consumers’ coffee choices; 3) To investigate the impact of sustainable management on consumers’ coffee choices; and 4) To investigate the impact of social stimuli on consumers’ coffee choices.
This study employed a quantitative method, collecting a total of 280 responses, of which 265 were valid questionnaires, yielding a response rate of 94.6%. The results indicated that perceived quality, brand culture, sustainable management, and social stimuli all had a significant positive impact on consumers’ coffee choices.
In the future research on Lucky Cup, the focus should be on implementing refined quality control standards, fully exploring coffee culture to enrich the brand’s essence, and creating more convenient in-store services.
Keywords: perceived quality, brand culture, sustainable management, social stimuli, consumers’ coffee choices
6317195418 Fang Yan, 2568 (2025). Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, สารนิพนธ์ (Independent Study), The Key Factors Influencing Consumers’ Choices of Coffee in the Chinese Market: A Case Study of Lucky Cup, นำเสนอในที่ประชุมวิชาการ (Conference), The 18th National and International Academic Conference 2025, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Siam University, Bangkok, Thailand – มหาวิทยาลัยสยาม กรุงเทพมหานคร ประเทศไทย
