선택실험법에 의한 프랜차이즈 커피전문점 속성의 가치추정

The coffee shop market has grown over US$300million dollars due to the expansion of franchised coffee shops in the past five years, and it is now a huge market with total annual sales approaching US $1 billion dollars. Despite such continuous growth, the management of many brand coffee shops has led to weak profit structure and little differentiation strategy. Hence, it is necessary to increase market share and to reinforce competitiveness to survive against such a market trend. It is inevitable to endeavor, therefore, to understand the changes of consumer desire for those who patronize coffee shops and develop diversified management strategies to satisfy the customer needs. A total of 500 university students and office workers who had visited coffee shops in Seoul and Daegu were chosen as samples for this study, and 358 questionnaires were used for the final analysis. The questionnaire survey was carried out for 30 days, from August 1 through August 30, 2015. The data analysis methods used in this study are the selective conjoint model for initial design of the experiments, partial profile extraction of selected sets to secure the orthogonal and balance, and SPSS 20.0 for the basic statistical analysis. NLOGIT 3.0 was used to find out the optimal combination of attributes to derive the marginal willingness-to-pay by the choice experiment method.