Demand Analysis of Coffee Industry in Guangzhou

Rufei Liu, Weiyu Zhang and Peidong Lai ()
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Rufei Liu: Dongguan City University, School of Business
Weiyu Zhang: Dongguan City University, School of Business
Peidong Lai: Dongguan City University, School of Business

A chapter in Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025), 2025, pp 26-33 from Springer

Abstract: Abstract With China’s socioeconomic development, the rapid expansion of coffee stores has intensified brand competition. How to win the favor of potential consumers has become an urgent problem to be solved. The purpose of this study is to explore the consumer demand and market prospect of the coffee industry in Guangzhou. The project collects qualitative data via questionnaires, using mediation analysis and K-means cluster to identify key factors influencing coffee shop perceptions and profile consumer groups. This study provides a theoretical basis for the government to formulate coffee industry policies and provides a scientific understanding for owners to explore the market and improve service quality.

Keywords: Coffee industry; Consumer demand; Mediation analysis; K-Means cluster model (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-752-6_4

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