컨조인트 분석을 이용한 커피전문점의 선택속성분석 및 브랜드 자산가치 측정

• 영문명: Identification of Selection Attributions and Assessment of Brand Equity of Take-out Coffee Shops Using Conjoint Analysis
• 발행기관: 한국외식경영학회
• 저자명: 김성섭(Kim Sung Sub) 김보균(Kim Bo Kyun) 박제온(Park Jae On)
• 간행물 정보: 『외식경영연구』9권 4호, 49~69쪽, 전체 21쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.12.31

영문 초록

This study attempted to investigate what attributes consumers consider to be most important when they select a take-out coffee shop, and to empirically measure brand equity of four major coffee shops (Starbucks, Coffeebean, Pascucci and Rosebud) in a rapidly emerging Espresso coffee market in Korea. To decide attributes of take-out coffee shops, a pretest was undertaken with 60 consumers of take-out coffee shops after a wide literature review was performed. Using orthoplan of SPSS/WIN 10.0, the final 19 profiles were created. Samples were those who visited take-out coffee shops and had experience of buying coffee in recent months. A total of 261 questionnaires were used for the conjoint analysis. According to results of this study, the optimal model in selecting a coffee shop showed these attributes: brand name of Starbucks (part-worth: 0.7567), price category of 2,500 won (part-worth: 0.7486), taste of espresso+milk (part-worth: 0.4473), characteristics of coffee shop of comfortable chair (part-worth: 0.2328). Thus the combined product would be expected to be most preferable to take-out coffee shop consumers.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 문헌 연구

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Attributes Brand Equity Coffee Shop Conjoint Analysis