• Culinary science and hospitality research
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• v.22 no.6
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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.

• Journal of the Korean Society of Food Culture
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• v.32 no.6
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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.

• Journal of the East Asian Society of Dietary Life
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• v.20 no.5
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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.

• Journal of the Korean Society of Food Culture
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• v.22 no.6
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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${\lrcorner}$.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.15 no.1
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• pp.72-80
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• 2014

This study is to estimate a demand of coffee in Korea. And based on assumed data, this study is to investigate price elasticity, income elasticity and cross-price elasticity of coffee demand. The data used in this study is the household income and expenditure survey micro data (2003~2012) provided by the National Statistical Office. And LA/AIDS model and SUR method were utilized in order to forecast coffee demand. As a result, price elasticity and income elasticity are found to be correspond with economic theory as they were assumed to -0.259, 0.455 respectively. Meanwhile, it indicated characteristic of essential good by showing negative (-) income odds ratio estimate. When it comes to cross-price elasticity of coffee and cigarette, it was found to be a complementary relation as its cross-price elasticity was assumed to -0.121. Besides, it was found that male consume more coffee than female, while people in their age of 50s consumes mostly. In conclusion, this study suggests necessity of reconsidering coffee as important goods when Consumer Price Stabilization Policy is determined, as coffee shows characteristic of essential goods which is inelastic.

• 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.23 no.1
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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.

• Journal of the Korean Society of Food Culture
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• v.27 no.3
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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.

• Culinary science and hospitality research
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• v.24 no.2
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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.

• 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.