Market Segmentation by Preferable kind of Coffee Type

선호커피유형에 따른 세분시장의 특성

  • 최성임 (세종대학교 호텔관광경영학과) ;
  • 임은순 (세종대학교 호텔관광경영학과) ;
  • 문혜선 (세종대학교 호텔관광경영학과)
  • Received : 2012.03.29
  • Accepted : 2012.04.23
  • Published : 2012.06.28


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.


Coffee Selection Attributes;MNL;Market Segmentation;Preferable


  1. 식품유통연감, 식품저널, 2010.
  3. 식품유통연감, 식품저널, 2010.
  4. COFFEE, (주)아이비라인, 2009, 11.
  5. 권동극, "커피전문점 서비스 품질 만족이 재이용 및 추천의도에 미치는 영향", 한국콘텐츠학회논문지, 제11권, 제5호, pp.449-465, 2011.
  6. 정영우, "커피전문점 만족도 및 고객충성도에 미치는 요인에 관한 연구", 한국조리학회지, 제12권, 제4호, pp.1-17, 2006.
  7. 김홍범, 이정원, 노윤정, "커피전문점 선택속성이 고객충성도에 미치는 영향", 외식경영연구, 제10권, 제4권, pp.237-252, 2006.
  8. 김성섭, 김보균, 박제온, "컨조인트 분석을 이용한 커피전문점의 선택속성분석 및 브랜드 자산 가치 측정", 외식경영연구, 제9권, 제4호, pp.49-69, 2006.
  9. 최성임, 커피전문점 방문수요의 결정요인 분석, 세종대학교 대학원 호텔관광경영학과, 박사학위논문, 2011.
  10. A. Steptoe, T. M. Polland, and J. Wardle, "Development of a measure of the motives underlying the selection of food : the Food Choice Questionnaire," Appetite, Vol.25, pp.267-284, 1995.
  11. C. Fotopoulos, A. Krystallis, M. Vassallo, and A. Pagiaslis, "Food Choice Questionnair (FCQ) revisited. Suggestions for the development of an enhanced general food motivation model," Appetite. Vol.52, No.1, pp.199-208, 2009.
  12. A. Eertmans, A. Victoir, G. Notelases, G. Vansant, and O. Bergh, "The Food Choice Questionnaire : factorial invariant over western urban population," Food Quality and Preference, Vol.17, No.5, pp.344-352, 2006.
  13. J. Prescott, O. Young, L. O'Neil, N. J. Yan, and R. Steven, 2002.
  14. 예지수, 소비자 가치에 따른 후식류(desserts)의 선택속성 및 행동, 이화여자대학교 대학원, 석사학위논문, 2010.
  15. D. Mcfadden, "Conditional Logit Analysis of Qualitative Choice Behavior, in frontiers in Economics," New York : Academic Press. 1973.
  16. H. G. Dennis, and W. W. Recker, "The Multinominal, Multiattribute Logit Choice Model" Journal of Marketing Research, Vol.16, No.1, pp.124-132, 1979.
  17. McFadden, "Econometrics Models for Probabilistic Choice among Products," Journal of Business, Vol.53, No.3, pp.13-29, 1980.
  18. R. J. Meyer and B. E. Kahn, "Probabilistic models of consumer choive behavior," Handbook of Consumer Behavior, Prentice-hall, Inc., pp.85-123, 1991.
  19. 김경환, 이정호, "국내선 항공여객교통 수요 예측", 생산기술연구소논문집, 제12권, pp.53-65, 1996.
  20. 홍성권, "수도권내 주요 주제공원 선택에 관한 실증적 연구", 제21권, 제1호, pp.85-101, 1997.
  21. 문혜선, 이희찬, "서비스 선택속성이 외식업체 종류선택행동에 미치는 영향 연구", 외식경영연구, 제8권, 제3호, pp.201-220, 2005.
  22. 유창근, 패밀리 레스토랑 고객의 선택행동 및 수요결정요인, 세종대학교대학원, 박사학위논문, 2008.
  23. 김경희, "브랜드 개성에 따른 한식 시장세분화와 소비자 만족도 및 충성도 비교", 한국콘텐츠학회논문지, 제11권, 제10호, pp.416-424, 2011.
  24. 김연선, "맥주 프렌차이즈 선택속성에 따른 시장 세분화 연구", 한국콘텐츠학회논문지, 제8권, 제10호, pp.351-361, 2008.

Cited by

  1. A Study for the Improvement of the Nursery Active-wear Uniform -By Characters based on Children's Folklore Plays- vol.15, pp.3, 2013,
  2. IPA Analysis according to the Attributes of the Franchise Coffee Shop Selection of College Students in Busan vol.28, pp.2, 2013,
  3. Relation between Beverage Consumption Pattern and Metabolic Syndrome among Healthy Korean Adults vol.22, pp.5, 2017,
  4. Coffee consumption behaviors, dietary habits, and dietary nutrient intakes according to coffee intake amount among university students vol.50, pp.3, 2017,