소비자의 라이프스타일 유형별 특성에 따른 커피전문점 브랜드 개성 이미지 및 소비행동 비교 -부산지역 대학생 대상으로-

• 영문명: Comparison on Coffee Shop Brand Personality Image and Consumer Behavior According to Consumers’ Characteristics of Lifestyle Types - Focused on University Students in Busan area -
• 발행기관: 한국외식경영학회
• 저자명: 김경희(Kyung Hee Kim) 최선경(Sun Koung Choi)
• 간행물 정보: 『외식경영연구』17권 3호, 31~51쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2014.06.30

영문 초록

The purpose of this study is to conduct market segmentation according to lifestyles in order to establish differentiated marketing strategies for Korean coffee shops of which market is going into the phase of maturity. And the study also intends to compare and analyze such things as brand personality image factors and consumer behavior among the subdivided groups. And the study has gained the following analysis results. First, lifestyles of the consumers using the coffee shops were divided into six types: the ‘positive social-oriented type’, ‘thrift savings type’, ‘fashion-oriented type’, ‘self-trusting type’, ‘material-pursing type’, and the ‘freedom-pursing type’. And according to the result of doing cluster analysis on it, they were again divided into four groups: the ‘positive social-oriented group’, ‘thrift savings group’, ‘material-pursing, fashion-oriented group’, and the ‘passive group’. Second, there was significant intergroup difference in demographic characteristics and coffee consuming behavior. Third, coffee shop brand personality was drawn as ‘liveliness’, ‘competence’, ‘familiarity’, ‘reliability’, or ‘sophistication’. And also, there was significant intergroup difference in brand personality image factors.

키워드

Lifestyle Coffee shop Brand personality Consumer behavior