Currently, given the growth of the coffee market in China, its potential is thought of considerably large, which its size is yet small. At this time when worldwide coffee shop brands have already entered the Chinese market and Korea`s followed them early this year, China`s coffee market should be analysed necessarily. This study analyzed coffee shops in Beijing, China in three phases. First, from the factor analysis, six choice factors were drawn: living centered style, specialty, image, preference, economy and added service. It was identified that three factors out of them, which are ``living centered style``, ``specialty``, and ``added service``, had meaningful influence on the satisfaction and were in the positive correlations with it. Furthermore, this analysis showed that, among three factors, added service like menu or internet environment had the most significant effect on the satisfaction. Second, on the basis of discriminant analysis and the cluster analysis, three groups were classified into: ``the life style oriented group``, ``the added service oriented group`` and ``the taste oriented group``. Additionally, those analyses showed three discriminant functions: ``living centered style``, ``image`` and ``economy``. Third, the result of cross-tabulation analysis based on the demographic characteristics indicated that ``the life style oriented group`` preferred romantic atmosphere and ``the added service oriented group``, which were highly educated, professional female customers in the age between 27 and 35, favoured elegant atmosphere. On the other hand, ``the taste oriented group``, working in service industries, showed the low preference to characterful atmosphere. Judging from the results of research, it is necessary to create comfortable atmosphere for ``the life style oriented group`` and to offer various services including internet for ``the added service oriented group``, professionals in early 30s while for ``the taste oriented group`` in early 20s working in service industries, it seems to need to adopt an approach with diversified coffee menu. However, this study has some limits as it focused only on the market in Beijing. Therefore, it is required that the scope and object of study should be broadened in future researches according to each region and city to gain a persuasive results.