테이크아웃 커피전문점의 임대료와 매출액의 관계성에 관한 연구

A Study on the Relationship between Retail Rents and Retail Sales of Take-Out Coffee Shops in Seoul

1.CONTENTS (1) RESEARCH OBJECTIVES There has been little research on the retail rents that influence on the retail sales of the take-out coffee shops. The purpose of this study is to identify the determination variables which affect the retail sales of the take-out coffee shops in Seoul empirically by examining the interaction between the retail rents and the retail sales. We have analyzed 158 major take-out coffee shops data over the period from 1 April 2008 to May 2008. (2) RESEARCH METHOD A regression analysis model is constructed to test the significance of the variables on the retail sales of take-out coffee Shops per 3.3㎡ in Seoul, as a proxy for the expected performance potential for the take-out coffee shops. (3) RESEARCH FINDINGS The results suggest that goodwill is comparatively more significant than the physical characeristics of the take-out coffee shops. The study suggests that goodwill per 3.3㎡ is the key variable affecting the retail sales of the take-out coffee shops per 3.3㎡, and that the retailers are willing to pay high implicit retail rents for the shop locations that are associated with the high level of the retail sales.