Price of coffee = cost of raw materials multiplied by the industry fixed multiplier. The industry fixed multiplier refers to an industry in the long market game after the industry generally recognized cost and retail price of the multiplier relationship between, such as cosmetics industry industry fixed multiplier is 10 to 50. catering industry industry fixed multiplier is 3 to 5. As an example, assuming that a cup of coffee raw material cost is 6 yuan, then its retail price is in the range of 18 to 30 yuan, which is the industry as well as the consumer generally recognized price. Consumers generally recognized price.