지역기반 커피전문점과 전국체인 커피전문점 이용객의 IP 분석

As demand for an espresso coffee has risen at a fast pace, over 120 coffee brands including worldwide coffee brands, national and local brands and take-out only shops are in a severe competition in Korea. However, it is not the case in Daegu where worldwide and nationally recognized brands such as Starbucks, Coffee Beans, Pascucci, Tom & Toms are not the major players in the local espresso coffee market. It is in fact local based 5 coffee brands taking up majority of market shares in Daegu. Therefore it is the objective of this study to analyse the behavioral characteristics of customers patronizing two group of coffee shops - national coffee chains and local based coffee chains. 278 questionnaires out of 300 distributed were used for the final analysis. Some of the major findings are as follows; Firstly, major customer group is females in their late 20's and early 30's. Secondly, analysis showed that the taste of coffee was the most important coffee shop selection attribute with the mean score of 4.33 and the number of stores was the least important attribute with the mean score of 2.60.