Analysis of Customer Perception for Quality Attributes According to Consumers' Coffee Consumption Types

커피의 소비 유형별 품질 속성에 대한 고객 인식 분석

  • Shin, Sun-Young (Department of Food and Nutrition, Inha University) ;
  • Chung, La-Na (Department of Food and Nutrition, Inha University)
  • 신선영 (인하대학교 식품영양학과) ;
  • 정라나 (인하대학교 식품영양학과)
  • Published : 2007.12.31


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${\lrcorner}$.


  1. Choi JO. 2000. The current analysis of consumer behaviors using the coffee vending machine, Andong University, Master's thesis. p39
  2. Green CG. 1993. Using customer survey data to develop marketing strategies in college/university food services. Journal of College & University Food Service, 1(1):39-51
  3. Ha TS, Park MH, Choi YS, Sho SH. 1999. A study on beverage consumption pattern associated with food and nutrient intakes of college students, Journal of the Korean Dietetic Association, 5(1):21-28
  4. Han ES, Rho SN. 2004. An analysis of consumption and preferences of the Korean traditional drinks by women in different age groups. Journal of East Asian Society of Dietary Life, 14(5):397-406
  5. Hong MA, Jo M, Kang HS, Yang IS. 2006. Analysis on the characteristics of government-dominant and nongovernmental food bank programs from the operators' perspective. Korean Journal of Community Nutrition, 11(5):629-641
  6. Jin YH. 1999. A Study on the present condition of the coffee and vision of 21C in Korea. Korean Journal of Culinary Research, 5(2):5-28
  7. Jung YW. 2006. A study on the factors of customer satisfaction and customer loyalty in coffee houses. Korean Journal of Culinary Research, 12(4):1-17
  8. Kang SW, Na YS. 2004. The analysis toward consumption state, import and export in the world coffee market - the case of Korea, U.S.A., Japan market. Korean Journal of Culinary Research, 10(3):65-82
  9. Kang SY. 2007. Coffee-Trends in 2006 and forecasting 2007. Food Industry, 195(1):37-45
  10. Kim HJ. 2004. The survey of beverage preference and sales trends, SookMyung University, Master's thesis. pp8-9
  11. Kim HK, Hwang SY, Yoon SB, Chun DS, Kong SK, Kang KO. 2007. A Study of the characteristics of different coffee beans by roasting and extracting condition. Journal of Korean Society of Food Science & Nutrition, 20(1): 14-19
  12. Kim SS, Kim BK, Park JO. 2006. Identification of selection attributions and assessment of brand equity of take-out coffee shops using conjoint analysis, Journal of Foodservice Management Society of Korea, 9(4):49-69
  13. Kim WS, Oh KN, Lee YH, Cho KO. 2002. Marketing strategy for service quality improvement of specialty starbucks coffee shop, Journal of Foodservice Management Society of Korea, 5(1):3-22
  14. Kim YO. 2003. A study on the choice attributes and customer satisfaction of a take-out coffee shop. Korean Journal of Culinary Research, 9(3): 141-154
  15. Lee MG, Lee KJ. 2007. Changes of lead content during warm storage of canned coffee drinks. Korean Journal of Food Science and Technology, 39(2):228-230
  16. Martilla JA, James JC. 1977. Importance-Performance Analysis. Journal of Marketing, 37(1):77-79
  17. Park KH, Yoon JH. 2006. Coffee SERV: Multiple-item scale for measuring service quality of specialty coffee shop. Journal of Foodservice Management Society of Korea, 10(2):249-265
  18. Seo HS, Kim SH, Hwang IG. 2003. Comparison on physicochemical properties and antioxidant activities of commonly consumed coffees at coffee shops in Seoul downtown. Korean Journal of Food and Cookery Science, 19(5):624-630
  19. Sohn KH, Lee, MJ, Min SH, Lee HJ. 2000. A study on the factors affection the consumption of coffee and tea among female in seoul. Korean Journal of Dietary Culture, 15(5):398-412
  20. Suh JW, Yu JS. 2001. Application of porters competitive strategy in Korean foodservice rnarket - focused on launching of US based specialty coffee shop. Korean Journal of Culinary Research, 7(3):69-84
  21. Yang IS, Kang H, Weon C. 2000. Customer perception levels towards service quality attributes of university residence hall foodservice by importance-performance analysis. Korean Journal of Community Nutrition, 5(4):662-671