||More and more people buy outside food as their meals, and people frequently eat out in the morning, especially people around fifteen to thirty-five. It is so profitable that it attracts many vendors to sell breakfast except for existing breakfast stores; besides, some convenience stores and fast food restaurants also enter the breakfast market, being ready to compete with others. Therefore, vendors must realize what factors will affect consumers’ decision making when they are choosing a breakfast store, and they also need to know what the consumers’ life style are. As long as vendors understand more about their consumers, they will know how to attract customers and stand out from other competitors.|
The research object of this study is students. The study will investigate the reasons by delivering the questionnaires. Cluster analysis is used to divide the customers into several clusters, and the study will investigate what factors will affect students when they are choosing a breakfast store and will also analyze consumers’ behavior.
This study gathers 302 questionnaire and uses SPSS to analyze the data. By cluster analysis, the study divides consumers into two clusters. The results show that there is a difference between two clusters about factors on choosing a breakfast store, and participants of both clusters think hygiene is an important factors. As for consumers’ behaviors, there is no significant difference between two clusters in the place that they frequently buy breakfast. In grneral, participants of this study usually buy in chain stores. However, there is a difference in the amount of money they spend on breakfast.