커피전문점 선택속성이 브랜드 선택에 미치는 영향

The Effect of Coffee Shop Selection Attributes on the Choice of Brand: Using a Multinomial Logit Model

This study aims to assume determinants of coffee shop brands after analyzing selection behavior by taking into account coffee shop selection attributes, coffee involvement, demographic variables, purpose of visiting coffee shops, and so on and identify subdivided characteristics of consumers through the MNL model. When it came to Starbucks, it has been found that consumers had higher preference as education level went higher and white collar workers had greater preference than blue collar workers. It has been found that atmosphere factor and brand factor had positive influence on choice of brand. When it came to Ediya, consumers preferred it as income went lower and preference was high when purpose of visit was individual appointment. It has been identified that atmosphere factor and brand factor had negative influence on choice of brand. When it came to Twosome Place, preference was high from group with low education level and preference was low when purpose of visit was drinking coffee. It has been found that service factor had positive influence on choice of brand and atmosphere factor had negative influence on choice of brand. Coffee shops should enhance competitiveness by understanding their status and consumers' subdivided characteristics and develop differentiated strategies to maximize economic effects based on demand promotion.