- 영문명
- A Study on Selection Attributes and Consumption Behavior of Franchised Coffee Shop Customers
- 발행기관
- 청운대학교 관광산업연구소
- 저자명
- 李禧承(Lee, Hee-Seung)
- 간행물 정보
- 『관광산업연구』관광산업연구 제5권 제2호, 289~301쪽, 전체 13쪽
- 주제분류
- 사회과학 > 관광학
- 파일형태
- 발행일자
- 2011.11.30
국문 초록
영문 초록
The coffee market in Korea, including coffee drinks, coffee mix, and franchised coffee shops, reached 2.6 trillion won in size in 2010. It is expected that the growth this year will exceed 20%, making the market size over 3 trillion won. The franchise market itself will grow to over 1 trillion won. This study aims to analyze the market status of the franchised coffee shop in the fierce competition and customers' selection attributes of
brands.
The result of study shows that most favored franchise includes Starbucks (33.7%), Coffee Bean (17.9%) and Caffe Bene (10.2%) and their key selection criteria was location (50.2%). Customers mostly visit the coffee shop with friends or lovers (69.7%) as frequently as 3-4 times a month (25.5%) and stay inside for 1-1.5 hours (31.6%). There were 6 key selection attributes of the customers including the originality of coffee, brand awareness, variety of menu, service, accessibility, and cleanness of facilities.
목차
ABSTRACT
Ⅰ. 서 론
Ⅱ. 이론적 고찰
Ⅲ. 연구설계
Ⅳ. 실증분석 결과
Ⅴ. 결 론
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