Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Study on the Consumption Behaviour of Coffee Product according to Monthly Income in Franchised Coffee Shop's Consumer

프랜차이즈 커피전문점 이용자의 소득에 따른 커피 소비행동에 관한 연구

  • Kim, Young-Wook (Department of Food Service Management and Culinary, Gyeongju University) ;
  • Song, Wan-Gu (Regional Academy) ;
  • Lee, Yeon-Jung (Department of Food Service Management and Culinary, Gyeongju University)
  • Received : 2014.05.27
  • Accepted : 2014.11.19
  • Published : 2014.12.31
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Abstract

This study was conducted to analyze the differences in consumer behavior of coffee product according to monthly income in franchised coffee shop's consumer in Korea. A total of 293 questionnaires were used out of the 330 that had been distributed for analysis; those that lacked reliability were excluded. Frequency, ANOVA, and Duncan's multiple range test was conducted to analyze the hypotheses of the study. The findings are summarized as follows. There were significant differences in consumer behavior with regard to seeking health, eco-friendly products, product brand, and product taste as well as preferred coffee menu and coffee consumption expenditures. High income consumers rather than low income groups showed much higher score for concerning health, concerning diet, concerning calorie, concerning instant, concerning caffeine and concerning nature, organic in coffee consumer behavior. In amount spent on purchasing coffee products according to income, low income consumers rather than high income groups had much higher financial expense burden.

Keywords

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