로스터리 커피전문점의 가격전략수립을 위한 고객의 가격민감도 분석

The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses

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.