• 한국조리학회지
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• 제22권6호
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• pp.151-159
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• 2016

With the targeted coffee consumers in Kwangju city, South Korea, this paper investigates a few determinants such as taste, aroma, mouth-feel, and satisfaction to influence coffee price, based upon self-evaluations by those who enjoy specialty coffee. Using both simple regression and standard multiple regression analyses, it turned out that tastes, smell, mouth-feel, and satisfaction of specialty coffee had effects on coffee price. This study implies that when coffee consumers decide coffee price, they consider multiple factors to influence their overall satisfaction in multiple aspects than a single facet like taste, aroma, and mouth-feel. Practical and theoretical discussion and implications are suggested for the following studies.

• 한국식생활문화학회지
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• 제32권6호
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• pp.549-557
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• 2017

As many companies are performing brand management as a marketing strategy to establish long-term relationships with their customers, consumers decide the actual purchasing behavior by understanding the brand attributes of the relevant company based on an evaluation standard of the products. This paper provides the basic data for improving the competitiveness of the coffee shop market continuously, and analyzes the influential relationships between each variable by limiting the brand attributes of the coffee shop and the price fairness factor that would be expected to affect the consumers' purchasing behavior as the cause variables. The results showed that the-out of brand attribute factors of the coffee shop, the brand awareness and perceived quality had significant effects on the price fairness while the influence of the shop image on the price fairness was not verified. In addition, all the brand awareness, shop image, and perceived quality had significant effects on the purchasing behavior while the statistical significance between price fairness and purchasing behavior was verified. The rationality of the price presented by the coffee shop could be judged depending on the quality perceived by the consumers. Similarly, once consumers classified the propriety of price and then perceived that a suitable price had been set up regarding the quality and service provided by the coffee shop, it was highly possible for them to include it in their actual purchasing behavior, despite the higher price than other brands'. Further research on the psychological variables affecting the purchasing behavior by securing more diverse consumers to understand their purchasing behavior for a wide range of research subjects and the generalization of research results, will provide useful data for establishing marketing measures necessary to form strong relationships between consumers and brand in the currently-saturated coffee shop market.

• 동아시아식생활학회지
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• 제20권5호
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• pp.812-822
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• 2010

This study explored choice attributes in specially coffee shops and examined the relations between choice attributes and positive emotions customers felt in specially coffee shops. The study also attempted to find differences in choice attributes and positive emotions according to general characteristics of customers and coffee-drinking behavior. Measured items were derived from preliminary interviews and a literature review. Questionnaires were distributed to customers in Seoul who had visited a specially coffee shop in the last 3 months. The derived factors of choice attributes were 'taste of coffee and atmosphere', 'brand', 'price benefit', 'pleasant space', and 'coffee itself. Among those, the two factors 'taste of coffee and atmosphere', and 'brand' had a statistically significant influence on positive emotions of customers. This implies that specially coffee shop customers have primarily emotional rather than utilitarian motivations. Therefore, to better satisfy customers' desires, more effort is needed to improve the physical environment in coffee shops. Female and younger customers showed higher perception of price benefits than others did. The perception of price benefits and pleasant space mainly varied by the location of coffee-drinking and frequency of visiting specially coffee shops. Further differences in positive emotion according to general characteristics and behaviors of having coffee also discussed.

• 한국식생활문화학회지
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• 제22권6호
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• pp.748-756
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• 2007

The purposes of this study were to analyze importance and performance for coffee quality attributes based on customers according to their consumption types; and provided ideas and marketing strategies to increase sales through IPAs (Importance-Performance Analysis). University students in Incheon were conducted a survey from March 13, 2007 to March 31, 2007. As for a quality attribute with the highest importance, the survey showed 'price' was important for ${\ulcorner}$vending machine coffee${\lrcorner}$, and 'taste' was important for ${\ulcorner}$commercial coffee${\lrcorner}$, and ${\ulcorner}$coffee house coffee${\lrcorner}$. And 'thirst relief' was found to have the lowest importance for three types of coffee. As for a quality attributes with the highest performance, the survey showed 'taste' was important for ${\ulcorner}$coffee house coffee${\lrcorner}$ 'price' was important for ${\ulcorner}$vending machine coffee${\lrcorner}$; and 'period of circulation' was important for ${\ulcorner}$commercial coffee${\lrcorner}$. IPA results for coffee quality attributes also showed quality attributes that should be improved quickly for each type of coffee: 'hygiene', 'safety', 'period of circulation', and 'package' were for ${\ulcorner}$vending machine coffee${\lrcorner}$; 'price' and 'freshness' were for ${\ulcorner}$commercial coffee${\lrcorner}$; and 'price' and 'period of circulation' were for ${\ulcorner}$coffee house coffee${\lrcorner}$.

• 한국산학기술학회논문지
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• 제15권1호
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• pp.72-80
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• 2014

본 연구는 한국의 커피수요를 추정하고 이를 바탕으로 커피수요의 가격탄력성, 소득탄력성, 교차탄력성을 살펴보았다. 자료는 2003~2012년까지의 통계청에서 제공하는 도시가계조사 마이크로 데이터를 이용하였고 LA/AIDS모형과 SUR방법을 이용하여 커피수요를 추정하였다. 분석결과 커피의 자기가격탄력성과 소득탄력성은 각각 -0.259, 0.455추정되어 비탄력적으로 나타났고 소득 항 추정계수는 음(-)으로 나타나 필수재의 성격을 나타내고 있다. 이는 소비자물가안정정책을 수립할 때 커피도 중요한 품목으로 고려할 필요성이 제기된다. 또한 커피와 담배사이의 교차탄력성은 -0.121로 추정되어 보완관계가 있는 것으로 나타났고 가구주를 기준으로 남성이 여성보다 더 많이 소비하는 것으로 나타났으며 연령별로는 50대가 가장 많이 소비하는 것으로 나타났다.

• 한국프랜차이즈경영연구
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• 제8권1호
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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.

• 한국식품영양학회지
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• 제23권1호
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• pp.52-62
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• 2010

This study investigated college students' patterns of visiting coffee shops which are formed by students' preferences. This study surveyed 300 college students in Seongnam. The subjects were consisted of 45.2% males and 54.8% females and the average age was 20.8 years. 41.3% of subjects visited coffee shops once or twice a month and 42.4% of subjects visited coffee shops on a random basis. 26.7% of subjects stayed in coffee shops for 1~1.5 hours. The main purpose of going to coffee shops was to enjoy specialty coffee. The subjects' first favorites was coffee with various kinds of syrups and second one was Americano. When the female subjects in Seongnam chose the coffee shops, they focused more on variety factors than the male subjects. The group of subjects who had monthly expenses of less than 400,000 won focused on price factors more than the group of subjects who had monthly expenses more than 400,000 won. Moreover, environmental factors were heavily related to the usage rate and staying time of the coffee shops. Above all, price factors and promotion factors affected subjects' choice of the coffee shops in Seongnam.

• 한국식생활문화학회지
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• 제27권3호
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• pp.251-260
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• 2012

This study was designed to provide practical environmental marketing data by measuring the effect of environmental marketing on customer loyalty and trust at coffee stores. The results were obtained by empirical analysis and are summarized as follows. The first hypothesis, the effect of environmental marketing on consumer trust at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on consumer trust. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust. Especially, facilities was the highest. The second hypothesis, the effect of environmental marketing on customer loyalty at coffee stores, showed that environmental marketing at coffee stores had a statistically significant positive effect on customer loyalty. Price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on customer loyalty. Especially, facilities was the highest. The third hypothesis, the effect of consumer trust on customer loyalty at coffee stores, showed that consumer trust at coffee stores had a statistically significant positive effect on customer loyalty. Improvement of consumer trust by environmental marketing was an important factor in improving customer loyalty. As for these findings, price, product, and facilities as sub-factors of environmental marketing at coffee stores had effects on consumer trust and loyalty. Consequently, these findings provide helpful information for coffee stores to plan environmental marketing strategies and establish direction, and they can be used for management activities.

• 한국조리학회지
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• 제24권2호
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• pp.1-7
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• 2018

This study aims to find what attributes of consumer satisfaction are more important when consumers choose coffee shops. Factors when customers choose coffee shops that are considered to be more crucial, such as taste, price, brand, and atmosphere, were tested and also relations between satisfaction and revisit were studied. As a result, factors as 'taste', 'price', 'brand', and 'atmosphere' were found to significantly affect satisfaction; in addition, the path that satisfaction leads to revisit was found to be significant. However, consumers' coffee shop selection attributes differed depending on their psychological consumption value. The path-coefficients from taste and price to satisfaction were more significant in the function-oriented group, meanwhile the path-coefficient from brand to satisfaction was significant in the emotion-oriented group (+) and the function-oriented group (-). The results of this study suggest attributes of selecting coffee shops and provide meaningful implications of consumer value when they choose the attributes.

• 한국식품영양과학회지
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• 제41권8호
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• pp.1182-1189
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• 2012

본 연구는 창원시 마산에 소재한 K대학교에 재학 중인 대학생들을 대상으로 커피전문점에 대한 가격 민감성을 분석하기 위하여 수행되었다. 본 연구의 수행을 위해 2011년 3월 31일부터 4월 8일까지 총 640부의 설문지를 배포하여 그중 571부를 최종 분석에 사용하였다. 본 연구 결과의 요약은 다음과 같다. 첫째, 커피전문점의 적정 가격에 대하여 조사한 결과 아메리카노의 경우 대학 내 커피전문점은 1,503원, 일반 커피전문점은 2,183원으로 유의적인 차이를 보였으며(p<0.001), 카페라떼의 경우 대학 내 커피전문점은 2,047원, 일반 커피전문점은 2,801원으로 유의한 차이를 보였다(p<0.001). 즉 아메리카노와 카페라떼 모두 일반 커피전문점 이용 시의 적정 가격이 대학 내 커피전문점 이용 시의 적정 가격보다 높게 인식하고 있었다. 둘째, 아메리카노에 대한 가격민감성 분석 결과 대학 내 커피전문점의 경우 무관심가격형성비율 24%, 가격인식긴장범위 100원, 수용가격대 2,500원이었으며, 일반 커피전문점의 경우 무관심가격형성 비율 21%, 가격인식긴장범위 0원, 수용가격대 2,600원이었다. 아메리카노에 대한 대학 내 커피전문점과 일반 커피전문점의 가격민감성을 비교 분석한 결과 가격의식긴장범위와 수용가격대 기준에서는 대학 내 커피전문점이 더 민감하였으며, 무관심형성비율을 기준으로는 일반 커피전문점이 더 민감하였다. 대체적으로 아메리카노 커피 구매 시 대학생들은 대학 내 커피전문점을 이용할 경우 일반 커피전문점을 이용할 경우보다 가격에 더 민감하다는 것을 알 수 있었다. 셋째, 카페라떼에 대한 가격민감성 분석 결과 대학 내 커피 전문점의 경우 무관심가격형성비율 22%, 가격인식긴장범위 100원, 수용가격대 2,400원이었으며, 일반커피전문점의 경우 무관심가격형성비율 26%, 가격인식긴장범위 100원, 수용가격대 2,450원이었다. 카페라떼에 대한 대학 내 커피전문점과 일반 커피전문점의 가격민감성을 비교 분석한 결과 가격의식긴장범위의 기준에서는 가격민감성의 차이가 없었으나 무관심가격형성비율과 수용가격대 기준에서는 대학 내 커피전문점이 더 민감한 것으로 판단되었다. 즉, 대학생들은 카페라떼를 구입할 경우 일반 커피전문점보다 대학내 커피전문점에서 가격에 더 민감하게 반응한다는 것을 알 수 있었다. 결론적으로 대학생 집단은 대학 내 커피전문점에서 커피를 구입할 때 일반 커피전문점보다 가격을 좀 더 중요하게 생각하는 것을 알 수 있었으므로 대학 내 커피전문점 운영자는 가격 결정 시 매우 신중해야 하며, 일반 커피전문점 운영자는 이용 고객이 가격보다는 품질에 대해 좀 더 잘 인지할 수 있도록 노력하는 것이 필요하다. 본 연구는 일부 지역인 창원시 마산 지역 대학생을 대상으로 하였으므로 향후 다양한 지역, 다양한 연령 계층을 대상으로 실시하여 지역간, 연령 층 간의 가격민감성 비교 분석이 이루어져야 하겠다. 또한 주기적으로 가격민감성 분석이 이루어져 시간 흐름에 따른 고객의 가격과 품질에 대한 인식의 변화 추이에 대하여도 함께 연구되어야 하겠다.