미혼여성의 라이프스타일에 따른 커피소비성향 연구

Abstract

The purpose of this study is research drew coffee lifestyle newly for female coffee consumers unmarried with so much right of purchase so as to expand coffee products and establish detailed strategy and then, suggested detailed implications for consumer management and examined differences for coffee consumptive behavior at the same time. This research used data of 317 sheets and SPSS18.0 statistical package program so as to grasp coffee lifestyle forms of female coffee consumers unmarried, using coffee shop, and analyze differences of various coffee consumptive behaviors of female coffee consumers unmarried by form. For the analysis, frequency analysis, factor analysis, credibility analysis, cluster analysis and cross analysis were conducted. They were divided into 5 groups such as 'relative taste pursuing group', 'indifference group', 'health/taste pursuing group', 'economy pursuing group', 'relative trend pursuing group' through the factor analysis by criterion of coffee lifestyle. Differences for the promotion by cluster were grasped. Based on the above, this research is significant to reflect consumptive behavior of female coffee consumers unmarried through the segmentation of the market by coffee lifestyle form and suggest directivity to develop products and establish marketing strategy in the future.