—The beverages industry is the widest base
compared to others. A consumer is anyone makes a purchases
and transaction decision of goods and services form a store or
a company. This study wanted to investigate the consumers'
beverage purchasing behavior and their preference for
different beverage groups in Tainan City, Taiwan. Descriptive
research method was used to survey 150 customers and data
were collected through questionnaire administered.
Descriptive statistic and Pearson correlation coefficient was
used as a method of data analysis. The result of the analysis
reveals a positive correlation between product attribute and
consumer purchase decision.
—Purchasing behavior, preference, customer
satisfaction, beverages industry
Shiau Pei Shih is with the Far East University, Taiwan (e-mail:
Cite: Shiau Pei Shih, Szuchiang Yu, and Hui Chin Tseng, "The Study of Consumers' Buying Behavior and
Consumer Satisfaction in Beverages Industry in Tainan,
Taiwan," Journal of Economics, Business and Management vol. 3, no. 3, pp. 391-394, 2015.