• The Journal of the Korea Contents Association
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• v.12 no.6
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• pp.475-485
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• 2012

The purpose of this research study was to identify the factors that influence comsumer who make decisions on preferred coffee types. Data was collected for a month from September $12^{th}$ to October $10^{th}$, 2010 from 807 participants who visited a cafe' in Seoul. The Limdep(LIMited DEPendent) 8.0 program was used in analyzing the determinants for preferred types of coffee using the multinomial logit model(MNL) approach. The results revealed that there were four taste preference groups being Espresso, Americano, Cafe' Late, and Cafe' Mocha ; as well as confirming that demographic characteristics influenced the coffee selection attributes, type of packaging, preferred coffee brand, and visit frequencies. This study found seven coffee selection attributes were significant factors in influencing patrons choices for purchasing speciality coffee being age range, profession, packing status, elation, superficial appearance, weight control, and habitual, respectively. The research reflects the coffee selection attributes by the customers' preference and concludes that it would be helpful to make marketing strategy for particular coffee brands.

• The Korean Journal of Franchise Management
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• v.11 no.1
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• pp.19-29
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• 2020

Purpose - To understand the assessment basis of customers' coffee shop experience and give more practical advices to the franchised coffee shops which are poorly managed in the competitive market, this study identified factors to measure the quality of customer experience and explored the relationship between these factors and customer satisfaction and loyalty. Further, this study analyzed which role self-efficacy played in the structural relationship between the quality assessment factors, satisfaction and loyalty of franchised coffee shops. Research design, data, methodology - The data were collected from respondents who had visited franchised coffee shops within the previous month through online survey. The questionnaires were surveyed from February 11 to February 14, 2019. A total of 318 responses were collected after excluding four of incomplete or uncandid responses. A structural equation modeling approach was used to examine the proposed hypothesis and a confirmatory factor analysis was employed to verify the four dimensions of quality assessment. Results - The findings of this study are as follows. First, the three of quality assessment variables significantly influenced on satisfaction except environmental quality. Second, economic and service quality significantly influenced on self-efficacy but environmental and menu quality didn't. Third, satisfaction significantly influenced on loyalty but not on self-efficacy. Fourth, self-efficacy significantly influenced on Loyalty. Conclusions - This study identified the four dimensions to assess the franchised coffee shop service - menu, environment, service and economic quality and verified these four dimensions are valid as indicators to measure the quality of customers' coffee shop experience. Further, by empirically testing the structural relationships among these quality assessment dimensions, satisfaction, self-efficacy and loyalty, this study provided theoretical foundations to explore the relationship between customer and the franchised stores in restaurant businesses. For the industry, the study findings showed that customers highly appreciated menu and economic quality of the service rather than the stores' interior. This indicate that the franchised coffee shops need to focus more on the basics of coffee such as taste and menu variety and economic value than the decoration of the store, which are often over-invested nowadays.

• Journal of the Korean Society of Food Culture
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• v.15 no.1
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• pp.17-28
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• 2000

This paper is an effort to describe dietary behaviors to keep them healthy among adults. A probability sample was drawn from residents aged between 15 and 60 living in Ulsan City area through a multi-staged cluster sampling method. The data collected by face-to-face interview includes 1,232 respondents. Both univariate and bivariate analyses were employed to describe the dietary behaviors. The dietary behaviors in this study includes preference of taking fat-part of meat, fried food, salty food, hot-taste food, drinking coffee and milk, and taking supplementary medicine. About half of the respondents reported to take fat removed when eating meat, and more than 68% of them preferred not to take any kinds of fried food. With respect to preference of salty and hot-taste food, 39.6% of the respondents take medium-salty and 39.4% do hot-taste food. A third of the respondents drink two-four cups of coffee a day. Those who reported not to drink milk at all were prevalent(37.4% of the respondents) than expected. However, less than 20% of the respondents reported to have any kinds of supplementary health food in a year. These dietary behaviors were examined by sociodemographic characteristics for bivariate analyses.

• Journal of the East Asian Society of Dietary Life
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• v.24 no.1
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• pp.109-115
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• 2014

This paper investigated the optimal conditions for coffee extraction and dilution by comparing differences in soluble compounds and sensory characteristics of coffee subjected to cold-water extraction according to water quantity and dilution ratio. For sample preparation, we extracted coffee for 3 to 10 hours by adding 400 mL, 600 mL, 1,000 mL and 1,800 mL of cold water ($20^{\circ}C$) to 100 g of ground coffee, resulting in 200 mL, 400 mL, 800 mL and 1,600 mL portions of extracted coffee, respectively. Following this, the 200 mL, 400 mL and 800 mL portions of extracted coffee were further diluted with 1,400 mL, 1,200 mL and 800 mL of cold water, resulting in ratios of coffee to cold water of 1:7, 1:3 and 1:1, respectively. The 1,600 mL of portion of extracted coffee was not diluted and used as a sample. Undiluted coffee showed the highest values for pH, acidity, reducing sugar, total soluble solids and total phenolic compounds among all sample coffees, whereas the highly diluted coffee with a high ratio of 1:7 showed the lowest values. In a descriptive test, odor, sourness, bitterness and body intensity were also the highest in undiluted coffee due to the overly extracted coffee compounds. Undiluted coffee showed the lowest preference in terms of aroma, aftertaste and balanced coffee taste. On the other hand, diluted coffee at a ratio of 1:7 showed the lowest values for odor, sourness, bitterness and body intensity. Diluted coffee at a ratio of 1:3 showed the highest values for sweetness and acidity and was the most preferred in terms of aroma, aftertaste and balance. As a result, our study concluded that the optimal conditions for extraction and dilution of coffee with cold water are a ratio of ground coffee to cold water of 1:6 (w/v), followed by further dilution of the coffee by cold water at a ratio of 1:3.

• Culinary science and hospitality research
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• v.16 no.5
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• pp.103-117
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• 2010

This study investigated emotional-utilitarian motivation to visit a coffee shop and segmented the market based on motivational factors realizing that coffee is considered as emotional and utilitarian goods in reality. As a result of market segmentation, three groups were identified: emotional consumers, utilitarian consumers, and passive consumers. Choice attributes of visiting a coffee shop according to each group were found to be significantly different. Firstly, emotional consumers highly perceived the importance of the emotional factors such as 'coffee taste and mood', 'special coffee', 'clean space' and also the utilitarian factors such 'price benefit', 'internet access,' etc. Therefore, emotional consumers could be utilitarian one at the same time. On the other hand, utilitarian consumers were highly aware of the importance of 'independent space available for a group meeting', 'degrees of being crowded', and 'facilities such as a bathroom and smoking area.' As for the demographic and the behavioral factors of having coffee, only gender, types of coffee, time and places have a significant relation.

• Journal of Digital Convergence
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• v.11 no.10
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• pp.103-122
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• 2013

It has been realized that the flavor of coffee depends on the coffee-producing region and the growing condition. It has also been realized that the species of coffee beans influence the taste of coffee. However, coffee education is currently underway mainly for the simple job training of baristas such as roasting, extracting and customer service, and very little education on green coffee is being done. Therefore, this study is to contribute to the basic research material for the curriculum development of green coffee education. Through surveys to coffee instructors and students to investigate the current situation of green coffee education and awareness level of green coffee, the requirements of green coffee education has been analyzed. Further, the teaching direction and learning factors of green coffee have also been analyzed through Interview Analysis to coffee professionals. Based on the result thereof, this study is to suggest systematic lecturing-learning standards by presenting an education goal of green coffee, selection of education contents, determination of subject name, and composition and listing of education units to be learned. This study will be one of the basic research materials to plan and design the curriculum for green coffee education.

• Korean Journal of Food Science and Technology
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• v.39 no.5
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• pp.527-533
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• 2007

To investigate the optimum ratio of sucrose replacement with high intensity sweeteners, the sensory characteristics and consumer acceptability of coffee drinks containing sucralose and acesulfame-K were studied using descriptive analysis and consumer testing. The relative sweetness of the sucralose and acesulfame-K to sucrose were 600-700 and 200-400 times greater, respectively, within the coffee drink system. The sucrose-replaced coffee drinks containing 100% sucralose, as well as mixtures of sucralose/acesulfame-K in ratios of 75/25 and 50/50, showed sensory profiles that were more similar to those of the original 100% sucrose coffee drink, which had a greater sweet taste, vegetable cream, caramel flavor, viscosity, and mouthcoating. These samples were not different from the 100% sucrose sample in terms of overall consumer acceptability.

• Journal of Distribution Science
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• v.9 no.4
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• pp.5-13
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• 2011

This study provides analysis of the effectiveness of domestic marketing strategies of the Korean coffee shop "Caffe Bene". It bases its evaluation on statistical outputs of 'choice attributes,' "market segmentation," demographic characteristics," and "satisfaction differences." The results are summarized in four points. First, five choice attributes were extracted from factor analysis: price, atmosphere, comfort, taste, and location; these are related to coffee shop selection behavior. Based on these five factors, cluster analysis was conducted, with statistical results classifying customers into three major groups: atmosphere oriented; comfort oriented; and taste oriented. Second, discriminant analysis tested cluster analysis and showed two discriminant functions: location and atmosphere. Third, cross-tabulation analysis based on demographic characteristics showed distinctive demographic characteristics within the three groups. Atmosphere oriented group, early-20s, as women of all ages was found to be 'walking down the street 'and 'through acquaintances' in many cases, as the cognitive path, and mostly found the store through 'outdoor advertising', and 'introduction'. Comfort oriented group was mainly women who are students in their early twenties or professionals, and appeared as a group to be very loyal because of high recommendation to other customers compared to other groups. Taste oriented group, unlike the other group, was mainly late-20s' college graduates, and was confirmed, as low loyalty, with lower recommendation activity. Fourth, to analyze satisfaction differences, one-way ANOVA was conducted. It shows that groups which show high satisfaction in the five main factors also show high menu satisfaction and high overall satisfaction. This results show that segmented marketing strategies are necessary because customers are considering price, atmosphere, comfort, taste, location when they choose coffee shop and demographics show different attributes based on segmented groups. For example, atmosphere oriented group is satisfied with shop interior and comfort while dissatisfied with price because most of the customers in this group are early 20s and do not have great financial capability. Thus, price discounting marketing strategies based on individual situations through CRM system is critical. Comfort oriented group shows high satisfaction level about location and shop comfort. Also, in this group, there are many early 20s female customers, students, and self-employed people. This group customers show high word of mouth tendency, hence providing positive brand image to the customers would be important. In case of taste oriented group, while the scores of taste and location are high, word of mouth score is low. This group is mainly composed of educated and professional many late 20s customers, therefore, menu differentiation, increasing quality of coffee taste and price discrimination is critical to increase customers' satisfaction. However, it is hard to generalize the results of study to other coffee shop brand, because this study have researched only one domestic coffee shop, Caffe Bene. Thus if future study expand the scope of locations, brands, and occupations, the results of the study would provide more generalizable results. Finally, research of customer satisfactions of menu, trust, loyalty, and switching cost would be critical in the future study.

• Journal of Life Science
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• v.23 no.1
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• pp.84-94
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• 2013

The cytotoxicity of coffee-like green tea (CLGT) was determined in a human breast cancer cell line, MCF-7; a human prostate cancer cell clone, PC-3; a human neuroblastoma cell line, SK-N-SH; and a rat cardiomyoblast cell line, H9c2, with reference to green tea leaves (GTL). The CLGT was prepared by roasting the GTL for 60 min at $240^{\circ}C$ in a temperature-controlled frying pan. The CLGT preparation imitated the flavor and taste characteristics of coffee fairly well according to sensory analysis. The CLGT preparation had no adverse cytotoxic effects on the cancer cells or the normal cells compared to GTL. No significant change in the antioxidant activity was seen in the CLGT preparation compared to that of GTL. The amount of total protein, sugar, and phenolic compounds was reduced in the preparation relative to those in GTL, a fact that might explain the coffee-like flavor and/or taste characteristics of the CLGT preparation. These results suggest that CLGT prepared by roasting GTL for 60 min at $240^{\circ}C$ does not show any adverse effects on cancer cells and normal cells compared to GTL. They imply that CLGT could be safe for human consumption.

• The Journal of Korean Institute of Electromagnetic Engineering and Science
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• v.29 no.8
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• pp.571-575
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• 2018

The moisture content of a coffee bean affects its permittivity, and changing the moisture content of a coffee bean changes the taste of the coffee. The variation in the moisture content of a coffee bean can be predicted by the change in frequency and reflection coefficient values with respect to the variation in the permittivity of the bean when it is placed on a patch antenna. In this study, a dual-band patch antenna is designed, which has a moisture measurement band of 3.8~4 GHz that can measure the moisture level of a material; the antenna has a Wi-Fi transmit and receive band of 2.45 GHz. Through simulations and measurements, this study proved that the level of return losses changed from 3.6 to 4 GHz when the moisture content of a coffee bean changed from 2 to 15%. The moisture levels of rice and other beans can be measured with the designed antenna, which can be applied to various applications.