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Korean and Chinese University Students' Importance and Performance Analysis for Quality Attributes by Coffee Type in Daejeon

대전지역 한국대학생과 중국대학생의 커피 유형별 품질 속성에 대한 중요도 및 수행도 분석

  • Kim, Hye-Young (Graduate School of Education, The Catholic University of Korea) ;
  • Chung, Hye-Kyung (Department of Nutrition Services, Gangnam Severance Hospital, Yonsei University College of Medicine) ;
  • Lee, Hae-Young (Department of Food and Nutrition, Sangji University)
  • 김혜영 (가톨릭대학교 교육대학원) ;
  • 정혜경 (연세대학교 의과대학 강남세브란스병원 영양팀) ;
  • 이해영 (상지대학교 식품영양학과)
  • Received : 2011.07.05
  • Accepted : 2011.08.19
  • Published : 2011.08.31

Abstract

The purposes of this study was to investigate importance and performance for coffee quality attributes in Korean and Chinese university students by 3 types of coffee; coffee in coffee houses, coffee in vending machines and canned/bottled coffee. Survey was done for 360 students in Daejeon with developed questionnaires including general information, favorite type of coffee and 15 quality attributes of coffee. Finally, data from 168 Korean and 126 Chinese university students was used for statistical analysis by SPSS 18.0 package program. Results of this study were as follows: for favorite type of coffee, the rates of coffee in coffee houses, coffee in vending machines and canned/bottled coffee were 43.0% 34.8% and 22.2% in Korean students and 8.7%, 78.0%, and 12.2% in Chinese students, respectively. Comparing Chinese students and Korean students showed higher importance for several quality attributes of coffee in coffee house (p < 0.05), but lower importance for most quality-attributes of coffee in vending machine (p < 0.05) and canned/bottled coffee (p < 0.05). According to importance and performance analysis, strategies for increasing satisfaction were to improve 'price' of canned/bottled coffee in Korean students, and 'taste', 'volume', 'concentration' and 'variety' of canned/bottled coffee and 'freshness' of coffee in vending machine in Chinese students. These results suggested that differentiated marketing plans between Korean and Chinese university students should be needed in coffee industry.

Acknowledgement

Supported by : Sangji university

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