• Journal of Nutrition and Health
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• v.46 no.6
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• pp.560-572
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• 2013

The purpose of this study is to investigate the food habits score, nutrients intake and dietary quality with regard to coffee consumption of college students in Incheon. The data were collected with a self-reports questionnaire with a total of 190 subjects, comprised with 101 male and 89 female college students. We classified these subjects into three groups using percentile of coffee intake to assess the nutrients intake and dietary quality. The correlations among coffee intake, food habits score, nutrients intake and dietary quality were evaluated. The average coffee intake of male and female college students were 156.8 mL and 157.4 mL, respectively. The coffee preferences with respect to specialty coffee were caramel macchiato, cafe latte, americano, cafe mocha, and cappucino in male college students, and caramel macchiato, americano, cafe mocha, cafe latte, and cappucino in female college students, in preference order. The coffee intake motivation score of the high 1/3 percentile group according to coffee intake was higher than that of the low 1/3 percentile group according to coffee intake in emotion motivation and utilitarian motivation. The highest scores were 'flavor and aroma' in emotion motivation, and 'prevention of sleepness' in utilitarian motivation. The average food habits score of "I often eat the natural food" was significantly higher in the low 1/3 percentile group according to coffee intake compared with the other groups (p < 0.05). There was a significantly positive correlation between coffee intake and 'I purchase the processed food after examining nutrition labels' of food habits score (r = 0.280; p < 0.01) in female college students. The energy intake of the high 1/3 percentile group according to coffee intake was significantly higher in that of the moderate 1/3 percentile group according to coffee intake in male college students (p < 0.05). Therefore, it may be necessary for college students to undergo a well-planned nutrition education regarding proper coffee intake, choice of coffee, energy intake related to coffee intake, and dietary habits.

• Journal of the East Asian Society of Dietary Life
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• v.20 no.5
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• pp.812-822
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• 2010

This study explored choice attributes in specially coffee shops and examined the relations between choice attributes and positive emotions customers felt in specially coffee shops. The study also attempted to find differences in choice attributes and positive emotions according to general characteristics of customers and coffee-drinking behavior. Measured items were derived from preliminary interviews and a literature review. Questionnaires were distributed to customers in Seoul who had visited a specially coffee shop in the last 3 months. The derived factors of choice attributes were 'taste of coffee and atmosphere', 'brand', 'price benefit', 'pleasant space', and 'coffee itself. Among those, the two factors 'taste of coffee and atmosphere', and 'brand' had a statistically significant influence on positive emotions of customers. This implies that specially coffee shop customers have primarily emotional rather than utilitarian motivations. Therefore, to better satisfy customers' desires, more effort is needed to improve the physical environment in coffee shops. Female and younger customers showed higher perception of price benefits than others did. The perception of price benefits and pleasant space mainly varied by the location of coffee-drinking and frequency of visiting specially coffee shops. Further differences in positive emotion according to general characteristics and behaviors of having coffee also discussed.

• Journal of the Korean Society of Food Culture
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• v.27 no.2
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• pp.184-192
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• 2012

The purpose of this study was to analyze the general characteristics of coffee house consumers as well as the importance and satisfaction of selection attributes of specialty coffee houses according to length of coffee education period. Applicants in the Gwangju and Jeonnam area who had finished their Barista 2 grade certificate examination participated in a survey on March 12, 2011. Further, university students living in Gwangju participated as subjects who had never experienced coffee education from March 15 to March 31, 2011. Two-hundred and one subjects participated in the survey, and 184 questionnaires were used for analysis. Regardless of coffee education experience, quality of coffee was important, but higher educated subjects showed the lowest satisfaction of coffee from a coffee house (p<0.01) in terms of attributes such as freshness of coffee beans (p<0.01) and overall taste (p<0.01). Further, subjects who received no or little education demonstrated high correlation between importance/satisfaction of 'brand' and 'employee' compared to subjects who studied more than 2 semesters. These results provide future coffee house entrepreneurs and baristas with market information and marketing strategies for understanding customers' coffee house selection attributes.

• Journal of the Korean Society of Food Culture
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• v.26 no.2
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• pp.159-169
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• 2011

We suggested specific and practical marketing strategies to coffee shop managers and customers to create a symbiotic relationship. The coffee shop's relationship to reliability, commitment, and shop loyalty was analyzed thoroughly. The samples for this study were 393 coffee shop customers in Seoul. The results showed that customer reliability about coffee shops improved as reputation, customer orientation, specialty, and tie increased, but reliability was reduced as the size of the coffee shop became larger. Communication did not significantly affect reliability. Second, customer reliability positively affected commitment, so commitment increased as customer reliability increased. Third, customer reliability positively affected shop loyalty, so shop loyalty increased as customer reliability increased. Fourth, customer commitment positively affected shop loyalty, so shop loyalty increased as customer commitment increased.

• The Korean Journal of Food And Nutrition
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• v.23 no.1
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• pp.52-62
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• 2010

This study investigated college students' patterns of visiting coffee shops which are formed by students' preferences. This study surveyed 300 college students in Seongnam. The subjects were consisted of 45.2% males and 54.8% females and the average age was 20.8 years. 41.3% of subjects visited coffee shops once or twice a month and 42.4% of subjects visited coffee shops on a random basis. 26.7% of subjects stayed in coffee shops for 1~1.5 hours. The main purpose of going to coffee shops was to enjoy specialty coffee. The subjects' first favorites was coffee with various kinds of syrups and second one was Americano. When the female subjects in Seongnam chose the coffee shops, they focused more on variety factors than the male subjects. The group of subjects who had monthly expenses of less than 400,000 won focused on price factors more than the group of subjects who had monthly expenses more than 400,000 won. Moreover, environmental factors were heavily related to the usage rate and staying time of the coffee shops. Above all, price factors and promotion factors affected subjects' choice of the coffee shops in Seongnam.

• Journal of the Korean Society of Food Science and Nutrition
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• v.37 no.8
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• pp.1069-1078
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• 2008

The purposes of this study were to identify the consumer behavior using in campus specialty coffee shop and to establish the marketing strategies through Importance-Performance Analysis (IPA) of service quality. Questionnaires were distributed to 725 students at K University located in Masan, from April 23 to May 3, 2007. Finally, 621 questionnaires were included in the final analysis (response rate: 85.7%). For statistical analysis, SPSS (12.0) was used to conduct the descriptive analysis, t-test, factor analysis and reliability test. The results of this study were as follows. The average cost of using specialty coffee shop in campus was \ 2,096, the average staying time was 25.92 min and the average number of visits per month was 2.17 times. The importance level of 'employee's attitude', 'physical environment', 'sensory quality of coffee', 'beverage features', 'representativeness' were 3.88, 3.79, 3.73, 3.67, 3.28 points, respectively. Also, the performance level of 'sensory quality of coffee', 'beverage features', 'employee's attitude', 'physical environment', 'representativeness' were 3.13, 3.06, 3.05, 2.77, 2.61, respectively. The importance and performance levels of service quality of specialty coffee shop in campus were significantly different (p<.001). Establishment of marketing strategies for in campus speciality coffee shop was possible through the IPA of service quality. Strategies for improving customer satisfaction were to secure enough chairs/ tables, to procure comfortable chairs for customer and to ensure the quality of coffee bean and service of employee.

• The Korean Journal of Franchise Management
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• v.10 no.1
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• pp.33-42
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• 2019

Purpose - Since the number of cafés operated by using cultural marketing in Jeju Special Self-Governing Province is increasing, this study emphasizes the necessity of cultural marketing, which is a different strategy of specialty coffee shops, focusing on Jeju Island. The purpose of this study is to investigate the effect of positive effects of service quality and brand image on customer satisfaction through cultural marketing. Research design, data, and methodology - It emphasizes the necessity of cultural marketing of specialty coffee shops, and how the positive effects of service quality and brand image brought through cultural promotion, culture support, cultural support, cultural enterprise influence customer satisfaction. The results of this study are as follows. In order to verify the research hypothesis of this study, Jeju residents who have experience using cultural marketing conducted in coffee shops in Jeju Island are targeted. The cafe in Jeju area, which runs from April 4 to April 14, 2018. A total of 110 copies of the questionnaire were distributed, and the final 100 copies were used as final empirical analysis data. Result - The results of the study are as follows. First, promotion and culture business activities have positive influence on brand image. Second, production and cultural business activities had positive effects. Third, brand image has a positive effect on customer satisfaction. Fourth, service quality has a positive effect on customer satisfaction. Conclusions - The implications of this study are following as: First, if you want to grow into a cultural enterprise in the province by enhancing your brand image, you need to prioritize cultural direction and business direction for cultural companies among sub-factors of cultural marketing. Second, it is necessary to improve the customer satisfaction through the improvement of the brand image considering the composition of the stores in the city, the facilities and the atmosphere, and the consumer tendency such as product and customer age.

• Korean journal of food and cookery science
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• v.26 no.3
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• pp.300-306
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• 2010

Arabica coffee has been classified for trading according to the New York Board of Trade (NYBOT) green coffee classification. The aim of the present study is to evaluate the physiochemical and sensorial characteristics of coffees classified by NYBOT as NY2 (specialty coffee), NY3/4 and NY4/5 (commercial coffee). The density of green coffee was higher for the NY2 sample. The amount of total solids in brewed coffee increase as the green coffee grade decreased and the pH levels decreased as the coffee grade decreased. Descriptive analysis using a 15cm line scale was carried out by 12 trained panelists prepared by espresso coffee and consumer preference tests were carried out by 168 consumers. The NY2 sample had the highest fruity, acidity, sweetness and aftertaste characteristics. In addition, green, rio, sour and astringency characteristics increased as the coffee grade decreased. Acceptance of aroma, flavor, taste balance and overall were higher for the NY2 sample. In the consumer preference test, the NY2 and NY4/5 samples had a similar distribution, but consumers between the ages of 20 to 30 who like to drink brewed coffee more than instant coffee preferred the NY2 than sample over the NY3/4 sample. In conclusion, significant differences were observed among the three groups of green coffee classification in all physicochemical and sensory parameters.

• Korean journal of food and cookery science
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• v.25 no.6
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• pp.703-711
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• 2009

Arabica coffee is classified for trading according to the New York Board of Trade(NYBOT) green coffee classification. NYBOT's grading system is based on classification derived from a defect count on a 300 g sample. In the present study, green and roasted coffees were investigated for possible correlations between the content of defective beans and sensory characteristics. Sensory evaluation was performed by expert tasters used by the Specialty Coffee Association of America(SCAA) cupping method. For green coffee, the percentage of defective beans increased. as the coffee grade decreased. Black and sour beans were not found in the NY2 grade coffee out of all natural, pulped natural, and washed coffee samples. Sour and insect damage were found in more natural coffee samples as the green coffee grade decreased. Green and broken beans were found in more washed coffee samples as the green coffee grade decreased. Flavor, clean, uniformity, aftertaste, and overall sensory characteristics were significantly different among the NY2, NY3/4 and NY4/5 grade coffee in all natural, pulped natural and washed coffee samples. The natural coffee in the NY2 sample presented the highest body characteristic. The pulped natural coffee in the NY2 sample presented the highest sweetness and balance characteristics. The washed coffee in the NY2 sample presented the highest acidity and flavor characteristics. In conclusion, the percentage of defective beans increased as sensory characteristics decreased.

• Journal of the Korean Society of Food Science and Nutrition
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• v.42 no.1
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• pp.120-128
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• 2013

This study was conducted to investigate the effect of relational benefits on perceived value in order to enhance customer satisfaction and win customer loyalty in the specialty coffee shop business. Structural equation modeling was performed and the structural model estimated with AMOS (ver 5.0). A total of 329 valid responses were used for data analysis. The findings show that confidence benefits among the relational benefits have a direct effect on perceived value. In addition, confidence benefits also have an indirect effect on customer satisfaction and loyalty from this perceived value. However, social benefits and special treatment benefits of customers had no effect on functional and symbolic value. In conclusion, establishing confidence benefits with the customer at the specialty coffee shop significantly influenced their perceptions of value, customer satisfaction, and loyalty.