• 동아시아식생활학회지
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• 제24권6호
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• pp.915-923
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• 2014

This study investigated organic coffee choice motives from a coffee shop market segmentation perspective in order to understand the potential importance they may have upon attitudes and behavioral intentions to buy organic coffee. A factor-cluster segmentation approach was used for this study. An exploratory factor analysis identified five organic coffee choice motives: 'Sensory', 'Environment', 'Trust', 'Health' and 'Price'. Based upon these five choice motives, cluster analyses classified all respondents into three homogeneous subgroups: 'Highly motivated', 'Moderately motivated' and 'Unmotivated'. Analysis of variance tests indicated that attitudes and intentions to purchase organic coffee were significantly different among the three clusters. In particular, two cluster groups representing 'Highly motivated' and 'Moderately motivated' were found to offer the most utility for further organic coffee market segmentation research. Especially, due to perceptions about high price premium of organic coffee, the 'Moderately motivated' group had higher positive attitudes, although, their intentions to buy organic coffee were not higher than those of the 'Unmotivated' cluster. Findings support previous research propositions that high price could be the strongest barrier for people to purchase organic products including the organic coffee business context. This will assist to market and promote pricing strategies for caf$\acute{e}$s and restaurants to optimize organic coffee sales revenue. Implications for all cluster groups regarding unique socio-demographic characteristics and behavioral intentions are discussed. Organic coffee marketers can apply these findings towards the development of effective target market strategies.

• 한국식품조리과학회지
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• 제29권2호
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• pp.169-175
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• 2013

The purpose of this study was to provide the basic information necessary to efficiently run a coffee shop. It comparatively analyzes the relative importance and satisfaction of side menu selection characteristics through analyses on customer importance-satisfaction when selecting a side menu as well as their usage behavior of the side menu at coffee shops. According to reason price the analysis result on the differences in the coffee shop side menu importance and satisfaction, there was a difference because the importance of selecting a side menu was higher for the attributes of taste, health, packing & appearance, economics and personnel service compared to satisfaction among which the price of a side menu was found to be the top priority for improvement. The significance of coffee shop side menu for the respondents prior to usage as well as their satisfaction after usage was evaluated in order to comparatively analyze the relative importance and achievement of each characteristic through the IPA. The result indicated that the variables positioned in the Concentrate Here area (II) were related to economic feasibility such as reasonable price, appropriate price of set menu, telecommunication company affiliated service and coupon usage and point accumulation. As for the Keep up the Good Work area (I), there were many variables regarding personnel service including taste of side menu, blending with coffee, clean packing, clean packaging, staff's side menu knowledge, staff's quick response, staff's politeness and staff's sincere response. As for the variables in the Low Priority area (III), health variables on health such as nutritional value, eco-friendly food materials and calories were observed.

• 유통과학연구
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• 제20권5호
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• pp.105-117
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• 2022

Purpose: This research investigates ready-to-drink (RTD) coffee. Although the RTD coffee market is growing competitively, few studies have examined behavioral re-intention or repurchase intention in the context of this industry. Therefore, the objective of this study was to explore factors affecting the behavioral re-intention to purchase RTD coffee. Research design, data and methodology: Using the theory of planned behavior (TPB) as the underpinning theoretical framework, this study hypothesized that behavioral re-intention to purchase RTD coffee is influenced by the variables of the TPB and additional variables. A mixed-method research design was applied, starting with qualitative in-depth interviews and followed by a quantitative method. Data were collected using an online survey of coffee lovers. Multiple linear regression (MLR) was used to assess the hypothesized relationships in the proposed conceptual framework. Results: The results reveal that content sensory attribute beliefs are the strongest positive predictor of behavioral re-intention in Thailand, followed by perceived utilitarian value. In contrast, price signaling was negatively related to behavioral re-intention. Conclusions: The findings can help food and beverage companies to develop new coffee product lines to gain more market share, create integrated marketing communications to build brand awareness, and manage distribution channels and the supply chain.

• The Journal of Asian Finance, Economics and Business
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• 제9권8호
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• pp.1-6
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• 2022

This paper uses the gravity model estimated by the random effect method to analyze the factors affecting Vietnam's coffee export turnover for the period 2007-2020 major markets according to statistics from the General Statistics Office and the General Department of Customs. Coffee export turnover was collected from the General Statistics Office, General Department of Customs, and Vietnam Cacao Coffee Association. The authors calculated the price of coffee based on output and export value from data on coffee export turnover; the authors calculated the economic gap based on population and Gross Domestic Product data (reference: geographic distance metrics on the website: http://www.distancefromto.net/countries.php) and other data was collected based on the databases of the Food and Agriculture Organization of the United Nations, the International Monetary Fund, and World Bank organizations. The results of the study show that from 2007 to 2020, the factors of Vietnam's export price of coffee, geographical distance, Gross Domestic Product of the importing country and Gross Domestic Product of Vietnam, the population of Vietnam, the economic gap between Vietnam and the importing country, the openness of the economy, all have an impact on Vietnam's coffee export turnover. Finally, some conclusions about the policy's impact are made based on the empirical results of the paper.

• 한국프랜차이즈경영연구
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• 제8권1호
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• pp.31-41
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• 2017

Purpose - As the domestic coffee market is rapidly growing and competition is intensifying, coffee shops need to establish a marketing strategy that grasps the needs and desires of consumers in order to secure a competitive advantage in terms of survival. From this point of view, this study suggests what choice attributes consumers consider when visiting coffee shops, and analyzes the effect of customer choice attributes on franchise and private coffee shops using fsQCA. Research design, data, and methodology - In the present study, we tried to understand the effect of the combination of choice attribute on satisfaction by the type of coffee shop based on the complex system theory, while studying the existing coffee shop choice attribute focuses on the causal relationship. FsQCA is a complementary analytical method between quantitative and qualitative research, and is a method for effectively analyzing the complex combination of causal variables. Result - The results of the study are as follows. First, cleanliness was found to be the most important factor in determining coffee quality, which is the most important factor affecting customer satisfaction. Second, customers who prefer franchise coffee shops seem to be most concerned about atmosphere, menu, cleanliness and price. On the other hand, customers who prefer private coffee shops consider image the most important. Conclusions - The implications of this study are as follows. Overall, coffee shops should manage cleanliness basically regardless of the type of store, but they should manage the choice attributes differently depending on the type of coffee shop. Franchise coffee shops will be able to increase the level of store satisfaction by systematically managing the store atmosphere, menu, cleanliness, and price according to the manual using the advantages of the franchise system. On the other hand, unlike the franchise coffee shops, private coffee shops can operate autonomous stores, so customers can use various marketing mixes to enhance their store image.

• 한국조리학회지
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• 제19권4호
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• pp.211-230
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• 2013

본 연구의 목적은 IPA를 활용하여 한국인과 몽골인이 원두 커피 및 인스턴트 커피 품질 중에 중요하게 생각하는 품질 속성을 파악하고자 하였다. 2012년 4월 16일부터 5월 12일까지 한국의 서울, 경기 지역과 몽골의 울란바타르시의 20-30대를 대상으로 설문조사를 실시하였고, 각각 253부, 250부를 통계 분석에 사용하였다. 통계분석은 SPSS 18.0으로 빈도 분석, 독립표본 t검증, 대응표본 t검증을 실시하였고, IPA를 실시하였다. 한국인과 몽골인의 원두 커피 품질 속성에 대한 중요도와 수행도를 비교한 결과, 커피의 맛, 향기, 양, 가격, 위생, 신선도, 유통기한 등은 한국인이 몽골인보다 중요하게 생각한 반면, 커피의 영양, 성분표시에 대해서는 몽골인이 더 중요하게 생각하는 것으로 나타났다. 수행도는 몽골인이 한국인보다 커피의 가격, 영양, 온도, 성분표시 등에 대해 더 높게 평가하는 것으로 나타났다. 한국인과 몽골인의 인스턴트 커피 품질 속성에 대한 중요도와 수행도를 비교한 결과, 한국인은 몽골인보다 커피의 양, 가격 등을 중요하게 생각한 반면, 몽골인은 커피의 영양, 온도 등을 중요하게 생각하였다. 몽골인이 한국인보다 커피의 영양, 온도, 다양성, 신선도 등의 수행도에 대하여 더 높게 평가하였다. 커피 품질 속성에 대한 중요도-수행도 분석 결과, 원두 커피 품질 속성에 대하여 한국인은 '커피의 가격', '유통기한', 몽골인은 '커피의 영양', '커피의 위생', '성분표시'를 중점적으로 관리해야 한다고 하였다. 인스턴트 커피 품질 속성 중에서 한국인은 '커피의 위생', '커피의 농도', 몽골인은 '커피의 농도', '성분표시'를 중요 관리점이라 하였다.

• 한국식생활문화학회지
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• 제28권2호
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• pp.195-203
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• 2013

The aim of this study was to provide strategic implications for the coffee market in which competition got severer through IPA analysis based on the attributes of selection of a specialized franchise coffee shop. The results of a positive analysis conducted with undergraduates in their twenties were as follows: According to the evaluation of the importance of the attributes of selection of a specialized coffee shop, the most important were 'cleanliness and hygienic facilities inside the shop (6.09)' and 'taste and quality of the menu (coffee) (6.09)'. According to the performance analysis, those showing the highest performance were 'brand image (4.92)' and 'cleanliness and hygienic facilities inside the shop (4.92)'. According to the result of IPA analysis, what customers regarded as being the most important were 'taste and quality of the menu (coffee)', 'kindness of the staff', and 'cleanliness and hygienic facilities inside the shop', and, in fact, they showed great performances as well. However, 'price of the menu (coffee)' was regarded as being important but did not indicate a great performance; therefore, they showed dissatisfaction with it. Although they did not think 'environment around the shop', 'brand image', 'brand recognition' or 'interior size and scale of the shop' were important, the attributes did not appear to show great performances. Therefore, we need constant maintenance strate gies regarding the fact that consumers are considered to be very important for evaluation, and should make efforts to change the price in advance.

• 한국경제지리학회지
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• 제16권3호
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• pp.389-407
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• 2013

본 연구는 베트남의 도이모이 정책 이후 국제시장에서 베트남의 커피 산업이 중요한 역할을 하게 되면서, 그 지역의 커피 생산 과정이 어떻게 진행되어왔는지를 파악하고자 한다. 본 연구의 초점은 어떠한 내부 및 외부적인 영향 하에서 커피 재배 농가구 측면에서 커피 생산이 이루어지고 있는지를 조사한다. 베트남의 주요 커피 산지인 닥락(Dak Lak)지역에서 커피 생산을 둘러싼 주요 관계성이 생산 및 판매에 어떻게 작동되고 있는지를 사례지역의 현장 답사에 의해 조사되었다. 먼저 닥락 지역의 커피 생산의 일반적인 현황을 중심으로 커피 생산 과정의 주요 특징이 파악된다. 나아가 본 연구에서는 최근에 이 지역의 커피 생산에 직접 또는 간접적인 영향에 대한 커피 재배 농민의 반응이 조사되었다. 연구 결과는 이 지역에서 커피 생산은 시장 지향적 및 외부적인 영향 하에서 커피 생산의 변화가 있다는 것이 커피 가격의 변화 및 작물 다변화를 모색하는 과정에서 나타나며, 아울러 환경 친화적인 커피 생산의 흐름을 규명하였다.

• 한국경제지리학회지
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• 제19권2호
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• pp.343-359
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• 2016

최근 베트남에서 생산된 커피의 농가 단위에서 커피 가격은 상당히 불안정하다. 커피 재배 면적의 증가와 세계 시장에서 가격 변동에 따른 커피 가격의 등락은 실질적인 농가 소득의 감소로 이어지게 되었다. 또한 세계 시장에서 소비자들의 인증 커피의 선호로 커피 관련 기업에 의한 보다 친환경적으로 재배된 커피에 대한 수요가 증가하게 되었다. 지속가능한 커피 생산은 베트남 국내에서뿐만 아니라 세계적인 차원에서도 큰 흐름이 되어가고 있다. 본 연구는 커피 분야에서 지속가능한 프로그램이 베트남에서는 2000년대 중반부터 인증체제의 도입으로 시작되었고, 보다 본격적인 확대는 정부 및 민간의 협력체제에 의해서 '지속가능한 커피 프로그램(Sustainable Coffee Program)'의 실시로 이루어지게 되었다. 본 연구의 주요 관심은 닥락 성에서 그 프로그램이 어떻게 운영되었는지, 그리고 그 프로그램 시행의 결과와 그 '지속가능한 커피 프로그램'이 커피 생산과 환경적인 측면에서 어떻게 기여하였는지를 파악한다. 끝으로 지속가능한 커피 생산에 참여 농가와 비 참여 농가를 함께 고려함으로써 닥락 성에서 전개된 지속가능한 프로그램의 실체적인 측면을 이해하고자한다.

• 유통과학연구
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• 제13권12호
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• pp.23-31
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• 2015

Purpose - The purpose of this study is to determine consumers' awareness of hygiene and the perceived risks in the service areas of coffee shops and diners, or simply coffee shops. Research design, data, and methodology - A literature review was conducted on related publications, essays, and periodicals to find correlations among the variables. We developed a research model and hypothesis, and conducted empirical research for statistical data analysis. Results - The results satisfied adequacy standards, with GFI=0.926, AGFI=0.901, RMR=0.020, NFI=0.941, X²=403.197, and p-value=0.120. The results also displayed satisfied adequacy standards for the moderating effects of shop types, with GFI=0.998 (≥0.9 desirable), AGFI=0.998 (≥0.9 desirable), RMR=0.004 (≤0.05 desirable), NFI=0.999 (≥0.9 desirable), X²=1.572, and p-value=0.814 (≥0.05 desirable). Conclusions - A higher consumer hygienic awareness results in a better brand image. Moreover, greater perceived risk results in a worse brand image. Perceived risk is a vital determinant of brand image and it deeply influences customers' decisions to visit. Therefore, perceived risk is a vital determinant of forming a brand image and must be incorporated when devising strategies.