한국식생활문화학회지 (Journal of the Korean Society of Food Culture)

  • 제22권6호
  • /
  • Pages.748-756
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  • 2007
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  • 1225-7060(pISSN)
  • /
  • 2288-7148(eISSN)
한국식생활문화학회 (Korean Society of Food Culture)
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커피의 소비 유형별 품질 속성에 대한 고객 인식 분석

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

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

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${\lrcorner}$.

키워드

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