PSM을 적용한 국내 커피전문점의 가격민감도 분석

• 영문명: The Analysis of Customers' Price Sensitivity to Americano in Korean Coffeehouses Using Price Sensitivity Measurement
• 발행기관: 한국관광학회
• 저자명: 차석빈 김홍빈
• 간행물 정보: 『관광학연구』제36권 제7호, 277~295쪽, 전체 19쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2012.09.30

영문 초록

Setting the correct price for hospitality products is a crucial management task that has a major influence on a firm's profitability. In general, there has been a lack of academic interest in the area of pricing in the hospitality industry. This study was conducted to develop pricing strategy based on understanding about customer perceived value of an Americano (long espresso) in Korean coffeehouses. The technique known as PSM (Price Sensitivity Measurement) was used for analysis of price sensitivity for Americano coffees. PSM questionnaires for on-site survey were collected from 519 customers on their visit to the four coffee brands (Starbucks, Coffeebean, Angel-in-us, and Caffeebene). The results showed that the present prices of Americano for four brands were within the range of acceptable price and that the price sensitivity of Americano at Starbucks was the highest followed by Coffeebean, Angel-in-us, and Caffeebene. Among the four brands, Starbucks revealed the lowest cumulative rate of indifferent price, the widest price stress, the narrowest acceptable price range, and the biggest stress factor. This study concluded with the implications of the research findings and future research areas.

목차

I. 서론

II. 이론적 배경

III. 연구 설계

IV. 분석결과

V. 결론

참고문헌

키워드

커피 커피전문점 가격민감도분석 Coffee Coffeehouse coffee shop Price sensitivity management