컨조인트 분석을 이용한 전북지역 대학생의 프랜차이즈 커피전문점 선택속성의 상대적 중요도에 대한 연구

Purpose: This study analyzed the comparative importance of the selection attributes of a franchise coffee shop for university students in the Jeonbuk area and, using conjoint analysis techniques, suggested the characteristics of the ideal type of franchise coffee shop that would appeal to these students. Methods: A total of 313 questionnaires were distributed to the university students. The conjoint design was applied to evaluate the characteristics of a hypothetical ideal franchise coffee shop for university students. Results: As per the results, the order of importance of the attributes of this franchise coffee shop was found to be the price (40.56%), way to use (dining in-shop or takeout) (29.25%), single seat (16.1%), and representative menu (14.09%). The ideal combination of the selection attributes of the franchise coffee shop was a low price of 1,500 won, in-shop use, single seating, and a representative menu. The most preferred franchise coffee shop for university students showed an incremental 68.0% potential market share using choice simulation compared to the typical coffee shop. Based on the utility of attributes, the franchise coffee shop market for university students was classified into two segments. The result of this market segmentation showed that students in cluster one preferred coffee with a price of 1,500 won and in-shop use, while those in cluster two preferred a coffee with 4,100 won price and takeouts. All the students preferred a single seat and the representative menu. Conclusion: These results will help establish a database that contributes to developing price-differentiated coffee menus for franchise coffee shops and building marketing strategies that can satisfy the needs of university students.