프랜차이즈 커피專門店 選擇屬性 및 消費者들의 類型分析에 관한 硏究

A Study on Selection Attributes and Consumption Behavior of Franchised Coffee Shop Customers

The coffee market in Korea, including coffee drinks, coffee mix, and franchised coffee shops, reached 2.6 trillion won in size in 2010. It is expected that the growth this year will exceed 20%, making the market size over 3 trillion won. The franchise market itself will grow to over 1 trillion won. This study aims to analyze the market status of the franchised coffee shop in the fierce competition and customers' selection attributes of brands. The result of study shows that most favored franchise includes Starbucks (33.7%), Coffee Bean (17.9%) and Caffe Bene (10.2%) and their key selection criteria was location (50.2%). Customers mostly visit the coffee shop with friends or lovers (69.7%) as frequently as 3-4 times a month (25.5%) and stay inside for 1-1.5 hours (31.6%). There were 6 key selection attributes of the customers including the originality of coffee, brand awareness, variety of menu, service, accessibility, and cleanness of facilities.