사이코 그래픽스에 의한 커피전문점 유형별 방문수요 결정요인 분석

Determinants of Demand for Coffee Shop through Psychographics

Korea is the seventh largest coffee importer around the world with about 100,000 coffee shops. More than three new coffee shops, on average, are launched every day and consumers are actively enjoying coffee, all of which illustrate qualitative growth of the coffee market as well as quantitative one. This study aims to broaden t he understanding of consumers’ coffee shop choice behavior. The need for a study to better understand consumer behavior is highlighted by suggesting the Psychographics factor. This study is expected to help both businesses and consumers, to understand and satisfy consumers’ psychological needs, enabling the coffee industry’s sustainable growth.