커피전문점 이용고객의 인구통계학적 특성과 이용실태에따른 커피의 가격민감도 분석: 아메리카노를 중심으로

Abstract

With the expansion of the coffee market in Korea, researches with various topics have been conducted, but there have hardly been researches related to price which consumers consider important when visiting coffee shops. Using PSM(Price Sensitivity Measurement) technique, this study, with a sample of 198 citizens of Seoul who have ever used coffee shops in the last one month, analyzed the differences of sensitivity to Americano coffee price based on respondents' demographic characteristics and use patterns. Research findings reveal that women were found to be more sensitive to Americano coffee price than men. In addition, people who prefer roastery coffee shops were more sensitive to it than those to prefer franchise coffee shops. Lastly, people who use foreign coffee brands regularly were more sensitive to it than those who use domestic coffee brands regularly. This study concludes with the implications of the research findings.