• Journal of the Korean Society of Food Science and Nutrition
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• v.41 no.8
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• pp.1182-1189
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• 2012

The purpose of this study was to analyze university student' perception of the price of coffee shops using price sensitivity measurements. The questionnaires were distributed to 640 university students in Changwon, Korea from March 13 to April 8, 2011. A total 571 were used for the final analysis, which excluded improperly-completed questionnaires. The results of this study were as follows. Indifference prices (IDPs) were \2,200 for on-campus coffee shops and \2,850 for off-campus coffee shops. The optimum price points (OPP) were \2,300 for on-campus coffee shops and \2,850 for off-campus coffee shops. The price stress range (PSR) was \100 (\2,200~2,300) for on-campus coffee shops and \0 (\2,850~2,850) for off-campus coffee shops. The point of marginal cheapness (PMC) was \1,100 for on-campus coffee shops and \1,500 for off-campus coffee shops, whereas the point of marginal expensiveness (PME) was \3,600 for on-campus coffee shops and \4,100 for off-campus coffee shops. The ranges of acceptable prices (RAP) were \2,500 (\1,100~3,600) for on-campus coffee shops and \2,600 (\1,500~4,100) for off-campus coffee shops. On the basis of IDP percentage, university students were more sensitive to off-campus coffee shops than on-campus coffee shops. In contrast, on the basis of PSR and RAP, university students were more sensitive to on-campus coffee shops than off-campus coffee shops. Therefore, the price increase for an americano should be recommended to be from \1,100 to \3,600 for on-campus coffee shops and from \1,500 to \4,100 for off-campus coffee shops. The manager of on-campus coffee shops should be careful when increasing the prices, and the manager of off-campus coffee shops should make it possible for customers to perceive service quality.

• Journal of the Economic Geographical Society of Korea
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• v.20 no.4
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• pp.503-521
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• 2017

Demands in a sustainable coffee certification program have increased steadily in the global coffee market. Along with this trend, recently the introduction of sustainable coffee certification programs in Vietnam has increased significantly. However, Vietnam's the coffee certification programs led by a single state-owned company, which is called Vinacafe, shows some differentiations from other sustainable coffee programs certified in other countries. The structure of exclusive decision-making in Vinacafe has been interfered with economic impacts in accordance with the introduction of sustainable coffee certification programs in Vietnam. Therefore, the purpose of this paper is to identify changes in and limits of the value chain of the coffee industry with the introduction of Vietnam's sustainable coffee certification program by investigating the case of Vinacafe. To this end, the research has attempted 1) to concern with the role of Vinacafe in the process of growth in the coffee industry in central highland of Vietnam, 2) to analyze changes stemmed from the introduction of Vinacafe's sustainable coffee certification programs, and 3) to examine the limits to the introduction of sustainable coffee certification programs in Vietnam. As a result, it found out that Vinacafe subsidiaries shifted the losses resulted in the payment of additional environmental costs to produce sustainable certification coffee onto coffee farmers depended on Vinacafe subsidiaries, because the price of premium emerged from supports for certificated coffee production has not been guaranteed by Vinacafe mother firm.

• Korean Journal of Clinical Pharmacy
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• v.3 no.1
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• pp.21-30
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• 1993

The contents of caffeine in caffeine containing products in Korea, i.e., coffee. tea, cocoa and cola, and the individual pattern of consumption of caffeine containing beverages were studied to know the pattern of caffeine consumption. The correlation in between the amount of caffeine consumption and the obesity were also investigated. In results, the average contents of caffeine in the instant coffee was $31.8\pm4.4mg/g(mean{\pm}SD)$. The amount of caffeine in coffee were $68.2\pm13.0\;mg/cup$ in the vending machine coffee, and $76.6\pm12.1\;mg/cup$ in the coffee shop coffee. Average daily caffeine consumption per person was investigated to be 128mg with the wide range of 26mg-341mg. There was no correlation in the amount of daily caffeine consumption and the obesity.

• Culinary science and hospitality research
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• v.24 no.1
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• pp.140-150
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• 2018

In this study, effects of microground coffee on the quality characteristics and acceptability of instant coffee with probiotics were investigated. A central composite design with two factors (roasting degree and dose of microground coffee) was used and ranges of roasting degree and dose were 30~50 (L value) and 5~10% respectively. Aroma preference, sweetness intensity, bitterness intensity, acidity intensity, body intensity and overall acceptability were evaluated as sensory characteristics and quadratic regression models of all the properties were significant. Especially in aroma preference and overall acceptability, the higher roasting degree and dose of microground coffee, the more aroma preference and overall acceptability of the coffee increased. And this results accorded with the object of this study to increase aroma preference and overall acceptability by blending microground coffee with instant coffee. On the other hand, 129 of aroma compounds were detected in instant coffee with microground coffee but 2,5-dimethyl-pyrazine, ethyl-pyrazine and furfural were significant in quadratic regression models. The optimal conditions were predicted by response surface methodology and desirability function approach and the optimal conditions of roasting degree and dose of microground coffee were 30(L value), 8.4%(w/w) respectively to maximize 2 sensory characteristics (overall preference, aroma preference) and 3 aroma components (2,5-dimethyl-pyrazine, ethyl-pyrazine, furfural).

• Korean Institute of Interior Design Journal
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• v.19 no.5
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• pp.75-82
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• 2010

The aim of study is examining the marketing strategies and analyzes space design which is reflected marketing strategy and design elements by coffee shop chains. For the purpose, field survey and the questionnaire survey are conducted in coffee shop chains in Myeong-dong in Seoul. The results of the questionnaire survey are analyzed through SPSS 18.0 program and these results compare with the field survey. The result of analysis were as follows; 1) The company have to plan the coffee shop chains which were reflected by consumer opinion. 2) The coffee shop chains have to plan independent atmosphere space for take out consumers. 3) The coffee shop chains have to consider suitable design elements according to condition of lease, an area and position. 4) The coffee shop chains have to have design marketing strategies which were reflected by space, furniture, color and lighting. 5) Companies should communicate with consumers actively.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.8 no.3
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• pp.53-65
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• 2013

In Korea recently the consumption of coffee has been drastically increased and majority of people who are more than $20^{th}$ are drinking more than a cup of coffee every day. Nowadays coffee a kind of essential items in modern urban society. As the popularity of the coffee is increasing, As the coffee consumption is growing, the studies on coffee also have been increased. Many of the studies on coffee were focused on the consumer attitudes, coffee shops and franchise coffee shops, and coffee components or ingredients. As the products of the coffee are becoming diverse, the consumers of coffee also becoming diverse. There was a study showing that coffee has variety of types, and that motivations and attitudes for coffee consumption are different depend on demographic statistics such as age and life styles. On this study main focus was life style and consumer's motivation on coffee consumption. For this study the survey was conducted on the people living in Seoul City and Kyengkido from March 1, 2013 to March 31, 2013. 600 questionnaires were distributed and 480 were collected and 470 were used for analysis of this study. The statistics program used in this study was SPSS. The method used in the analysis wee factors analysis test, reliability test, validity test, t-testy, One-Way ANOVA, and regression analysis. In this study according to the factor analysis, the life styles were classified the following six categories ; wellbeing pursuit, taste pursuit, atmosphere pursuit, dine-out pursuit, instant pursuit, and economic value pursuit. The factors of coffee consumption motivation were 6; wellbeing consumption motivation, changing mood consumption motivation, social consumption motivation, habitual consumption motivation, and emotional consumption motivation. The demographic factors used in this study were age, marital status, occupation, educational background, residence, income, and eating-out expenses. The hypothesis used in this study were two. The first hypo-thesis was whether the coffee consumption was affected by the life styles. The second hypo-thesis was whether there was any statistical differences on the motivation of coffee consumption according to the characteristics of life style. The outcome of this study demonstrated that life styles had partial impact on coffee consumption motivations. According to the characteristics of the life style, except for the habitual consumption motivation, all the other factors showed statistical differences on coffee consumption motivations according the characteristics of life styles.

• The Korean Journal of Franchise Management
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• v.8 no.1
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• pp.43-53
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• 2017

Purpose - The coffee market in Korea has been dramatically developed and coffee chains dominate the Korean coffee market recently. Customer's perceived value is one of the marketing tools to get competitive advantages of coffee chains, and plays a critical role to study on coffee franchise industry. Thus, this study is to identify the effect of customer's perceived value (price, brand, service, and quality) on revisit intentions and word-of-mouth(WOM). Research design, data. and methodology - Customer's perceived values consists of four dimensions. 253 samples of 320 were used for data analyses excluding unusable responses. The data were analyzed with SPSS 21.0 and SmartPLS 3.0. Result - First, customer's perceived brand value and service value have a significant, positive effect on revisit intentions. Second, Price value and brand value have a positive influence on WOM. Third, gender difference plays a moderating role in the relationship between brand value and price value and WOM, and between brand value and revisit intentions. Conclusions - Males tend to focus more on their perceived brand value of coffee shops for revisit and recommendation, otherwise females consider price value to give an advice to others. Based on the results of this study, the marketers of coffee chains can develop effective strategies regarding gender difference as well.

• The Korean Journal of Food And Nutrition
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• v.29 no.2
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• pp.275-282
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• 2016

Recently, increased caffeine intake has led to an increase in caffeine addiction and withdrawal symptoms. Coffee is surreptitiously consumed in as an additive to milk and caramel. There are few studies on how coffee affects the health of modern people. The purpose of this study is to determine the efficacy and side effects of coffee by awareness of coffee consumption patterns among college students, who are the principal consumers. A survey was conducted from May 11 to 17, 2015 and 302 questionnaires were analyzed. The respondents were 140 men (46.4%) and 162 women (53.6%). In terms of coffee additives, 151 (50.0%) respondents chose 'americano' and 111 (36.8%) 'variation'. The frequency of coffee intake and sleep time for college students was negatively correlated, with the correlation coefficient of -0.145 and significance probability of 0.019. The group that was 'positively' aware of the principal ingredients of coffee had a higher level of academic training than those with 'negative' awareness (p=0.000). Women recognized a larger number of side effects than men: 1.99 and 1.36, respectively, on average (p=0.001). 'Time for consumption' had statistically significant effects on the side effects of coffee consumption: consumption before/after lunch, before/after supper and before going to bed led to 0.4 times (p=0.048) and 0.3 times (p=0.023) more side effects, respectively, than consuming coffee after getting up and before/ after breakfast. Excessive caffeine intake through coffee led to limited sleep time and poorer learning concentration. The guidelines for proper coffee consumption should be created to help students consume coffee properly so that it will not affect sleep, learning concentration or adversely affect health.

• Korean Journal of Food Science and Technology
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• v.52 no.3
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• pp.237-243
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• 2020

Coffee is one of the most widely consumed beverages in the world, and sword bean (Canavalia gladiata, SB) reportedly possesses various biological activities. Therefore, in this study, to reduce caffeine intake and improve coffee function, SB was selected as a supplementary material for blending coffee. The antioxidant and anti-inflammatory activities of coffee with the SB extract at concentrations of 0.1-0.5% (v/v) were evaluated using 1,1-diphenyl-2-picrylhydrazyl (DPPH) and RAW 264.7 cells, respectively. The DPPH radical-scavenging activity of SB-treated coffee depended on the concentration of the SB extract. In the cell culture experiment, cytotoxicity was not observed at any SB concentration. In addition, the inducible nitric oxide synthesis protein expression as well as the increases in nitric oxide and interleukin-6 expression were effectively inhibited by SB addition to the coffee. These results indicate that SB might be useful as a supplementary ingredient to enhance the caffeinated drink functions.

• The Korean Journal of Food And Nutrition
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• v.32 no.4
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• pp.312-320
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• 2019

This study examines the changes in chlorogenic acid (CGA), an antioxidant, and one of its decomposition substances, caffeic acid, at various roasting stages and extraction conditions. Based on the CGA content for each roasting stage, at $3^{\circ}C$ after the beginning of the $1^{st}$ crack, the CGA decreased for washed beans and natural beans by more than 50% compared to that of green coffees. The CGA continued to decrease sharply by more than 75% at the end of the $1^{st}$ crack for washed beans and at $5^{\circ}C$ after the end of the $1^{st}$ crack for natural beans. At the peak of the $2^{nd}$ crack, it had decreased by more than 90% for both beans. The Caffeic acid content gradually increased for both washed and natural beans, then rapidly increased from the beginning of the $2^{nd}$ crack to the peak of the $2^{nd}$ crack. However, its contents were very small in quantity. Additionally, the content of CGAs for differing extraction conditions were in the order of 3-CGA, Crypto-CGA, and Neo-CGA. Crypto-CGA content was about half that of 3-CGA and Neo-CGA content was approximately 100 ppm less than that of Crypto-CGA. This study was conducted in order to help make coffee that has the most antioxidant effect.