• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.16 no.5
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• pp.91-107
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• 2021

As competition in the domestic franchise industry is more heated than ever, we examined the factors that affect the profitability of the coffee franchise industry, which has grown rapidly over the last decade, and explored what effect preparatory startup education has on the profitability of coffee franchise stores. Specifically, this study looked into whether preparatory startup education can increase store competitiveness, provide insight into store location selection, generate innovative management, and ultimately contribute to store profitability. To test these hypotheses, we employed structural equation modeling. Results showed that preparatory startup education has a significantly positive (+)effect on 1)business characteristics: taste, quality, price affordability, menu diversity, store ambiance, 2)location characteristics: suitability, and 3)innovation management: accessibility, delivery service, and SNS marketing. The factors with a significantly positive (+)effect on store profitability were taste, quality, and price affordability with regard to business characteristics, suitability in terms of location characteristics, and SNS marketing in respect to innovation management. We expect that this study will have practical implications for increasing the profitability of coffee franchise stores, which are facing excessive competition, and its findings will be useful for coffee franchise head offices as well as government when making relevant policy decisions. In addition, it is intended to deliver a message to franchise head offices, central government, and local governments that they should provide institutional support to coffee franchise stores such that delivery services can lead to substantial improvement in profitability, even when delivery costs are considered.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2014.10a
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• pp.316-319
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• 2014

People's interests in coffee are increasing with the expansion of coffee market. In this trend, people's taste becomes more luxurious and coffee bean's quality is considered to be very important. Currently, bean defects are mainly detected by experienced specialists. In this paper, a detection system of bean defects using machine learning is presented. This system concentrates on detecting two main defect types : bean's shape and insect damage. Convolutional Neural Networks are used for machine learning. The neural networks are comprised of two neural networks. The first neural network detects defects in the bean's shape, and the second one detects the bean's insect damage. The development of this system could be a starting point for automated coffee bean defects detection. Later, further research is needed to detect other bean defect types.

• Industry Promotion Research
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• v.7 no.1
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• pp.9-15
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• 2022

This study tried to analyze the growth background of Starbucks, a competitive company in the Korean coffee industry. Therefore, by using the STEEP analysis technique, each company's competitiveness was analyzed and the results were used to derive competitive factors. And the research results are as follows. Looking at the social aspect, economic activity has been a catalyst for women as the standard of living has increased due to economic growth. In addition, in the case of coffee culture in the past, Starbucks' response strategy, which has seen the transformation from vending machine mixed coffee culture to a consumer market that emphasizes cultural and spatial aspects, was effective. Looking at the technical aspect, the deviation has been reduced by securing uniform standardization of the taste of coffee beans at franchise stores, and the operation of a standardized operating system was possible by operating the store directly. And looking at the economic aspect, as the coffee consumption market continues to expand, the overall size of the market has also grown proportionally, creating a stable growth environment. Lastly, looking at the environmental and policy aspects, it is that the marketing strategy direction based on the policy activities as an eco-friendly company as a market leader has been the main focus of the recent policy direction emphasizing eco-friendliness.

• Journal of Global Scholars of Marketing Science
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• v.19 no.4
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• pp.1-10
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• 2009

The purpose of this study was to categorize the gap between coffee shop 'importance' (as perceived by customers before patronizing the coffee shop) and 'satisfaction' (perception of customers after patronizing the coffee shop) as positive or negative and to analyze the effect of these gaps on purchasing behavior. To do this, I used the gap between importance and satisfaction regarding the choice of a coffee shop as the explanatory variable and performed an empirical analysis of the direction and size of the effect of the gap on purchasing behavior (overall satisfaction, willingness-to-revisit) by applying the Ordered Probit Model (OPM). A previous study that used IPA to evaluate the effects of gaps estimated the direction and size of a quadrant but failed to analyze the effect of gaps on customers. In this study, I evaluated the effects of positive and negative gaps on customer satisfaction and willingness-to-revisit. Using OPM, I quantified the effect of positive and negative gaps on overall customer satisfaction and willingness-to-revisit. Per-head expenditure, frequency of visits, and coffee-purchasing place had the most positive effects on overall customer satisfaction. Frequency of visits, followed by per-head expenditure and then coffee-purchasing place, had the most positive impact on willingness-to-visit. Thus per-head expenditure and frequency of visits had the greatest positive effects on overall satisfaction and willingness-to-revisit. This finding implies that the higher the actual satisfaction (gap) of customers who spend KRW5,000 or more once or more per week at coffee shops is, the higher their overall satisfaction and willingness-to-revisit are. Despite the fact that economical efficiency had a significant effect on overall satisfaction and willingness-to-revisit, college and university students still use coffee shops and are willing to spend KRW5,000 because they do not only purchase coffee as a product itself, but use the coffee shop for other activities, such as working, meeting friends, or relaxing. College and university students also access the Internet in coffee shops via personal laptops, watch movies, and study; thus, coffee shops should provide their customers with the appropriate facilities and services. The fact that a positive gap for coffee shop brand had a positive effect on willingness-to-revisit implies that the higher the level of customer satisfaction, the greater the willingness-to-revisit. A negative gap for this factor, on the other hand, implies that the lower the level of customer satisfaction, the lower the willingness-to-revisit. Thus, the brand factor has a comparatively greater effect on satisfaction than the other factors evaluated in this study. Given that the domestic coffee culture is becoming more upscale and college/university students are sensitive to this trend, students are attentive to brands. In most upscale coffee shops in Korea, the outer wall is built out of glass that can be opened, the interiors are exotic with an open kitchen. These upscale coffee shops function as landmarks and match the taste of college/university students. Coffee shops in Korea have become a cultural brand. To make customers feel that coffee shops are upscale, good quality establishments and measures to provide better services in terms of brand factor should be instituted. The intensified competition among coffee shop brands in Korea as a result of the booming industry indicates that provision of additional services is needed to differentiate competitors. These customers can also use a scanner free of charge. Another strategy that can be used to boost brands could be to provide and operate a seminar room for seminars and group study. If coffee shops adopt these types of strategies, college/university students would be more likely to consider the expenses they incur worthwhile and, subsequently, they would be more likely to be satisfied with the brands of these coffee shops, with an associated increase in their willingness-to-revisit. Gender and study year had the most negative effects on overall satisfaction and willingness-to-revisit. Female students were more likely to be satisfied and be willing to return than male students, and third and fourth-year students were more likely to be satisfied and willing-to-return than first or second-year students. Students who drink coffee, read books, and use laptops alone at coffee shops are easily noticeable. High-grade students tend to visit coffee shops alone in order to use their time efficiently for self-development and to find jobs. The economical efficiency factor had the greatest effect on overall satisfaction and willingness-to-revisit in terms of a positive gap. The higher the actual satisfaction (gap) of students with the price of the coffee, the greater their overall satisfaction and willingness-to-revisit. Economical efficiency with a negative gap had a negative effect on willingness-to-revisit, which implies that a less negative gap will result in a greater willingness-to-revisit. Amid worsening market conditions, coffee shops located around colleges/universities are using strategies, such as a point or membership card, strategic alliances with credit-card companies, development of a set menu or seasonal menu, and free coffee-shot services to increase their competitive edge. Product power also had a negative effect in terms of a negative gap, which indicates that a higher negative gap will result in a lower willingness-to-revisit. Because there are many more customers that enjoy coffee in this decade, as compared to previous decades, the new generation of customers, namely college/university students, want various menu items in addition to coffee, and coffee shops should, therefore, add side menu items, such as waffles, rice cakes, cakes, sandwiches, and salads. For example, Starbucks Korea is making efforts to enhance product power by selling rice cakes flavored in strawberry, wormwood, and pumpkin, and providing coffee or cream free of charge. In summary, coffee shops should focus on increasing their economical efficiency, brand, and product power to enhance the satisfaction of college/university students. Because shops adjacent to colleges or universities enjoy a locational advantage, providing differentiated services in terms of economical efficiency, brand, and product power, is likely to increase customer satisfaction and return visits. Coffee shop brands should, therefore, be innovative and embrace change to meet their customers' desires. Because this study only targeted college/university students in Seoul, comparative studies targeting diverse regions and age groups are required to generalize the findings and recommendations of this study.

• Food Science and Biotechnology
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• v.17 no.5
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• pp.1066-1073
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• 2008

Sensitivity to 6-n-propylthiouracil (PROP) tasting predicts sensitivity to food qualities as well as rejection of some strong tasting foods. Using consumer rejection threshold (CRT) method, this study aimed to assess whether systematic changes in the taste intensities of familiar foods would lead to earlier rejection of these products by PROP tasters than by PROP non-tasters. Subjects rated the intensity of PROP solution and were divided into tasters (Ts) and non-tasters (NTs). And Ts were further divided into medium-tasters (MTs) and super-tasters (STs). Difference thresholds and CRTs were then evaluated for caffeine in coffee, citric acid in orange juice, and for NaCl in beef soup. For each food, Ts were more sensitive to variations in tastants than NTs. Ts also rejected more bitter coffee, more sour orange juice, and less salty beef soup more readily than did NTs. Comparisons among NTs, MTs, and STs gave fewer clear differences.

• Proceedings of the Korean Institute of Interior Design Conference
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• 2006.05a
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• pp.135-139
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• 2006

Today, brands are transforming into a strategic structure which emphasize brand image more so that the product itself, and the brand identify that factors in personal preference and taste assume important positions. In particular, space where brand identify is factored in is increasingly in importance these days, which means that it is no longer about selling products themselves, but selling brand image. Accordingly, it is necessary to approach in a strategic manner when it comes to the space that factor in brand value in terms of selling brand image. Accordingly, this research examines the relationship between brand identity and space components through the space in coffee shops where brand identity is applied, to identify how indoor expression trend is utilized.

• Journal of Ginseng Research
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• v.19 no.2
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• pp.144-152
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• 1995

This study was carried out in order to utilize ginseng marc (GM), a byproduct produced during the preparation of ginseng extract. For the utilization of GM as coffee-replacing beverage, GM was roasted at 140-23$0^{\circ}C$, for 10-30 min to generate coffee-like flavor and taste. The physicochemical changes in GM induced by roasting process was measured. Weight and moisture contents of GM abruptly decreased while roasting at various temperature and period of time, and the amount of water-extracted solid substances decorated beyond 23$0^{\circ}C$. Among the proximate components, total and free sugar decreased remarkably, while crude fat content increased. Crude protein content did not change by the roasting process. pH derides to pH 4.9 after 30 min at 20$0^{\circ}C$, but increased at higher temperatures. Hunter color L value of the GM powder decreased, whereas a and b values, increased up to 10 times as compared to that of the control. The brown color(O, D 490 nm) in 50% ethanol extract of the roasted GM was 46 times higher than that of the control.

• Journal of Digital Convergence
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• v.12 no.2
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• pp.353-361
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• 2014

This study was conducted in order to identify the present condition of caffeinated drinks intake including energy drink. Concretely, It was investigated about stress degree, study attitude, sleeping hours by intake degree of caffeinated drinks. Descriptive survey research was designed. A total of 371 students in M university was participated. Data were collected through a questionnaire (from October 22, 2012. to October 26, 2012). The data were analyzed by t-test, ANOVA, scheffe's test, using the SPSS version 17.0. There were no significant differences between caffeinated drinks intake's degree including energy drink. Most of students thought caffeinated drinks intake have an effect on their health. Intake time of caffeinated drinks was before or after studying or sleepy. Caffeinated drinks intaked mostly alone. Intake causes of canned coffee or energy drink was sleepy and coffee mix, black coffee, coffee flavored milk and green tea was good taste. Stress degree, study attitude, sleeping hours by intake degree of caffeinated drinks were no significant effects between canned coffee, coffee mix, black coffee, green tea and energy drink. But, stress degree by intake degree of coffee flavored milk was significant low when it intakes more than once a day, sleeping hours was significant long when it was nondrinking.

• Journal of the East Asian Society of Dietary Life
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• v.9 no.4
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• pp.501-513
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• 1999

In order to investigate consumption pattern and image of beverage, this study was performed by using questionnaire based on stratified random sampling about 200 students from September 6, 1999 to September 18, 1999. The result was as followings: 1. For the reasons of each beverage consumption, coke, soda pop and sport drinks were for quenching thirst. And coffee and juices were for dessert and milk.yoghurts, dietary beverages, green tea and ginseng tea were for health. 2. For the priority in selecting each beverage, trademark was dominant factor for choosing coke. And the dominant factor of choosing milk.yoghurts and ginseng tea was nutrition and in case of other beverages taste was the first factor. 3. For the place of taking beverages, coffee, coke and sport drinks were mainly consumed in school and milk.yoghurt and juices in home. 4. The college students loved or liked milk.yoghurt and juices, and they liked or enjoyed coke, soda pop, sport drinks and green tea moderately, and enjoyed ginseng tea and black tea moderately or disliked them. 5. For the frequency of each beverage, many of them consumed coffee and milk.yoghurt once or twice a day. and consumed coke. soda pop. sport drinks and juices once or twice a week. And they answered that they did not consume dietary beverages, green tea, ginseng tea and black tea so often. 6. There was significant correlation with frequency of drinking and preference score of beverage. 7. For the consumption of the Korean traditional beverages, more than 50% of the subjects had no experience in taking sangwha tea, omiza tea, and Kugiza tea. Among them, many answered that they would try the Korean traditional beverages, if they had an opportunity, and that their price was moderate. 8. The results from the analysis of the image of those beverages were as followings; \circled1 Coffee, coke, sport drinks and dietary beverages had a modern image and green tea, ginseng tea and black tea had a traditional image. \circled2 Coke, sport drinks and ginseng tea had a manly image and juices, dietary beverages, green tea and black tea had a womanlike image. \circled3 The students recognized coffee, coke, milkㆍyoghurt, sport drinks, juices, dietary beverages and green tea to be daily and catholic. \circled4 Milkㆍyoghurt, juices, dietary beverages, green tea, ginseng tea and black tea were recognized to be good for health and coffee and coke bad for health. \circled5 Coffee, coke, soda pop, sport drinks, juices and green tea were slightly concerned with a change. \circled6 Coke, soda pop and sport drinks had a dynamic image and coffee, juices. green tea, ginseng tea and black tea had a little static image.

• The Korean Journal of Franchise Management
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• v.4 no.1
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• pp.25-53
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• 2013

The coffee shop market in Korea has been rapidly increased in quantitative terms over 10 years since the time when Starbucks opened their first shop in 1999. In recent years, the mature market characteristics that the serious competition of the coffee shop brands make the difference in taste or service reduce has been shown in that market. It's important to build the differentiated brand image for the differentiation of products and services and obtaining a price premium in serious competitive mature market. This study presented practical implications based on the results of empirical analysis of current positioning using 'Store Personality Scale.