커피전문점 선택속성별 속성수준에 대한 한계지불의사액 추정에 관한 연구: 연령별 비교를 중심으로

The coffee shop market has grown to over 300 million dollars in revenue, due to the expansion of coffee shops in the past 5 years. The market has grown so large that there are coffee shops in almost every alleyway. Thus the coffee market has become saturated. Therefore, it is imperative to seek an understanding of the changing needs of coffee shop consumers, and develop diversified management strategies to satisfy the customers’ needs. Based on such a critical concern, this study analyzed the selected attributes to enhance the competitiveness of coffee shops, which had not been identified in the existing research, and consumer groups were identified according to the customer's age. Also it analyzed the optimal combination according to preferred price, staff service, fringe benefits, taste/quality, and brand. 500 customers who had visited coffee shops in the metropolitan area, were chosen as the samples of this study, and 358 questionnaires were used for the final analysis. The questionnaire survey was carried out for 30 days from August 1 through 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 statistics 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. The results of analysis are as follows. Firstly, the results revealed the optimal factor combinations based on specific age groups. Secondly, it found factors other than price that cause consumers to choose certain coffee brands over the lowest priced coffee brands. Lastly, it identified factors other than price that cause consumers to choose the lowest priced coffee brands.