커피전문점 방문동기유형에 따른 시장세분화

• 영문명: Market Segmentation Based on Types of Motivations to Visit Coffee Shops
• 발행기관: 한국프랜차이즈경영학회
• 저자명: 이용숙(Yong-Sook Lee) 박흥진(Heung-Jin Park) 김은정(Eun-Jung Kim)
• 간행물 정보: 『한국프랜차이즈경영연구』제7권 제1호, 21~29쪽, 전체 9쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2016.06.30

영문 초록

Purpose – The primary purpose of this study is to employ effective marketing methods using market segmentation of coffee shops by determining how motivations to visit coffee shops have different impacts on demographic profile of visitors and characteristics of coffee shop visits, so as to draw out a better understanding of customers of coffee market. Research design, data, and methodology - Data were collected using surveys of self-administered questionnaires toward coffee shop users in Daejeon, Korea. A number of samples used in data analysis were 253 excluding unusable responses. The data were analyzed through frequency, reliability, and factor analysis using SPSS 20.0. Factor analysis was conducted through the principal component analysis and varimax rotation method to derive factors of one or more eigen values. In addition, the cluster analysis, multivariate ANOVA, and cross-tab analysis were used for the market segmentation based on the types of motivation for coffee shop visits. The process of the cluster analysis is as follows. Four clusters were derived through hierarchical clustering, and k-means cluster analysis was then carried out using mean value of the four clusters as the initial seed value. Result - The factor analysis delineated four dimensions of motivation to visit coffee shops: ostentation motivation, hedonic motivation, esthetic motivation, utility motivation. The cluster analysis yielded four clusters: utility and esthetic seekers, hedonic seekers, utility seekers, ostentation seekers. In order to further specify the profile of four clusters, each cluster was cross tabulated with socio-demographics and characteristics of coffee shop visits. Four clusters are significantly different from each other by four types of motivations for coffee shop visits. Conclusions – This study has empirically examined the difference in demographic profile of visitors and characteristics of coffee shop visits by motivation to visit coffee shops. There are significant differences according to age, education background, marital status, occupation and monthly income. In addition, coffee shops use pattern characterization in frequency of visits to coffee shops, relationships with companion, purpose of visit, information sources, brand type, average expense per visit, important elements of selection attribute were significantly different depending on motivations for coffee shop visits

목차

1. 서론

2. 이론적 배경

3. 연구설계

4. 실증분석

5. 결론

키워드

Coffee Shops Types of User Motivation Cluster Analysis Market Segmentation