로스터리 커피전문점의 가격전략수립을 위한 고객의 가격민감도 분석

• 영문명: The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses
• 발행기관: 한국관광학회
• 저자명: 김현미 차석빈
• 간행물 정보: 『관광학연구』제37권 제3호, 211~230쪽, 전체 20쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2013.04.30

영문 초록

With the expansion of the coffee market in Korea and the change of customers' taste from instant coffees to coffee beans, many researches with coffee-related topics have been conducted in the last decade. However, there has hardly been research related to the price sensitivity of customers who visit roastery coffeehouses. With a sample of 256 people visiting roastery coffeehouses, this study used PSM(price sensitivity measurement) method and analyzed the differences of sensitivity to Americano price based on 256 respondents' demographic and usage characteristics. Research findings showed that people who prefer roastery coffeehouses were more price sensitive than those who prefer franchise ones. Moreover, people who visit coffeehouses with the purpose of non-meeting people were more price-sensitive than those who visit with the purpose of meeting people. Lastly people who enjoy coffees only in coffeehouses were more price sensitive to those who enjoy coffees and side menus together. The study concludes with the implications of the research findings and future research areas.

목차

I. 서론

II. 이론적 배경

III. 연구방법

IV. 결과

V. 결론

참고문헌

키워드

커피 로스터리 커피전문점 가격민감도분석 Coffee Roastery coffeehouses Price sensitivity measurement