本研究應用Brisoux-Laroche品牌分類模式，探討消費者的品牌認知、連鎖飲料營運特色的要求與他們在購買飲料時的品牌選擇之關係。對404位大專院校學生進行抽樣調查，受測者對20個連鎖休閒飲料品牌進行品牌分組(激發組、拒絕組、模糊組及暫存組)；同時表達他們對這四大類品牌分組中連鎖飲料品牌的品牌認知及營運特色重要性。研究結果顯示：(一)消費者個人背景資料分析，就整體而言，性別以「女性」最多；年齡以19-22歲最多；教育程度以「大學」最多；學校所在地以桃園縣最多；個人每月零用金所得以3,001元~6,000元最多；每週購買現做休閒飲料頻率以2~4次最多；最常購買地點以「桃園縣」最多；以「路過」得知連鎖飲料店品牌最多。(二)在20個連鎖飲料品牌分類選擇中，受測者選取「模糊組」的次數最多，平均選取9個品牌，可得知消費者對部分品牌沒有足夠的訊息了解。(三)透過受測者對營運特色重視度進行集群分析，得到兩群消費者，分別為「全面品質重視者」和「消極品質重視者」，在消費者個人背景資料分析中，僅有性別有顯著，兩群消費者皆以女性最高分。
The purpose of this study was to investigate how the brand cognition and operation characteristics perceived by consumers affect their brand choice while purchasing freshly prepared beverage from the chain beverage stores. The Brisoux-Laroche brand categorization model was applied to study the feasibility of the brand categorization model in the process of consumer’s choice of chain beverage brand. The Sampling of was conducted with 404 college students. The participants were asked to categorize the 20 chain beverage brands into 4 sets (ie, evoked set, reject set, foggy set, and hold set) Personal background information, brand cognition with four category sets, and perception of operation characteristics of the chain beverage brand were also collected. The results are summarized as below: 1.Among the 20 chain store beverage brands, average of 9 brands were categorized into Foggy set. It indicated that many chain beverage brands were not aware to the participants.2.Two groups of participants were clustered with their perception of store operation characteristics. The 1st group, total quality-oriented, focused on the every part, while the 2nd group, passive quality-oriented, focus on the flavor, speed and attitude of service. Only sex significant difference in the brand categorization process was observed between the two groups.
