프랜차이즈 커피전문점 소비유형별 가격민감도에 대한 영향요인 차이분석

An Analysis on the Differences in the Influence Factors on Price Sensitivity among Consumption Type of Franchise Coffee Shop

This study analyzed the consumer’s desire, which had not been examined in the precedent researches, to enhance the competitiveness of coffee shops, and also classified the consumer groups following the customer’s coffee shop using types. The results of analysis are as follows. coffee shop customers has been constituted into 3 groups subject to the consumption types, and the Group 1 is the ‘time & expense sensitive group’ with high in coffee shop spending hours and consuming expenses, who has mostly preferred the staff’s service and additional service. Group 2 is the ‘brand-attachment sensitive group’, who consider the brand of coffee shops very important while using coffee shops most frequently, and preferred taste/quality mostly. Group 3 is the ‘brand-loyalty sensitive group’ with the least in coffee shop spending hours and consuming expenses, but the highest in brand loyalty, and prefers the brand and price most importantly.