本研究的主要目的在探討消費者消費決策行為是否受產品品牌的知名度影響，並以時下流行的咖啡連鎖店為探討主要對象。研究以大台南地區連鎖咖啡店消費的消費者為調查對象，以便利抽樣(simple random sampling)方式進行問卷調查，共發出350份問卷，回收350份，剔除填答不全之無效問卷29份後，有效問卷共為321份，問卷有效率為92%。資料回收後以描述性統計（descriptive statistics）分析、獨立樣本t考驗（t-test）、獨立樣本單因子變異數（oneway-ANOVA）分析等統計方式進行資料處理與分析，獲得結果分述如下：
一、不同的消費者屬性，在品牌咖啡的消費上確實存在顯著差異。從受訪者屬性來看，消費品牌咖啡的消費者以未婚族群居多，約佔受訪對象71.3%；消費者年齡以21~30歲最多，原因是該年齡區間的消費者多為時間較為空閒的學生與上班族；在教育程度方面，以大專（含以上）佔最多有241人，佔受訪者75.1%；而受訪者職業則以學生最多有103人，佔32.1%；且受訪者收入以18,000元（含）以下之受薪階級最多有141人，佔43.9%。
二、消費者對「咖啡連鎖店」的品牌行銷之認知態度，確實存在個人屬性的顯著差異；其中又以「職業」與「所得」兩項在認知程度上有較顯著的差異現象；即學生族群（佔受訪者32.1%）與月所得收入在18,000元（含）以下（佔43.9%），反應出的重視程度最高。
三、消費者對「咖啡連鎖店」的品牌行銷策略是否影響其購買決策，存在顯著差異。其中又以「品牌形象」與「品牌知名度」受重視程度最高；而隨著消費在「年齡」、「職業」、「月所得收入」等不同屬性，有較顯著的差異反應。 The main purpose of this study is to explore if a brand’s popularity does affect customer’s purchase decision, focusing on current coffee chain stores in Tainan Area. The questionnaire survey is carried out with simple random sampling. 350 questionnaires have been sent out for this survey. Except 29 invalid ones, the questionnaire effectiveness is 92%. All the feedback data are analyzed with descriptive statistics, t-test, and oneway-ANOVA. The results are distinctively stated as the following:
1. Consumers with different taste do apparently show their brand preference while shopping for coffee. Name brand coffee appeals to more single consumers, about 71.3% of the participants. Their age mostly ranges from 21 to 30 because consumers of this age range are almost students and office workers with much more leisure time for coffee. As for educational background, 241 participants with college degree are in the majority, 75.1%. 103 students by occupation hold 32.1% of the participants, and 141 ones of paid social class (43.9%) earn less than NT$18,000 monthly.
2. For individual attribute, consumers indeed hold diverse recognition attitude toward name brand marketing of coffee chain store. The difference is remarkably revealed on “occupation” and “incomes”; that is, students (32.1%) and those who earn less than NT$18,000 monthly (43.9%) value more about name brand marketing.
3. The marketing strategies of name brand coffee chain store do affect consumers’ purchase decisions. Consumers pay much attention to the image and popularity of a brand, and these two factors do influence their patronizing. There are obvious differences in purchase decision while considering consumers’ age, occupation, or incomes.
