- Apply for Authority
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
ISSN : 1738-3110
The Market Segmentation of Coffee Shops and the Difference Analysis of Consumer Behavior: A Case based on Caffe Bene
Yoon, Nam-Soo
- Downloaded
- Viewed
Abstract
This study provides analysis of the effectiveness of domestic marketing strategies of the Korean coffee shop "Caffe Bene". It bases its evaluation on statistical outputs of 'choice attributes,' "market segmentation," demographic characteristics," and "satisfaction differences." The results are summarized in four points. First, five choice attributes were extracted from factor analysis: price, atmosphere, comfort, taste, and location; these are related to coffee shop selection behavior. Based on these five factors, cluster analysis was conducted, with statistical results classifying customers into three major groups: atmosphere oriented; comfort oriented; and taste oriented. Second, discriminant analysis tested cluster analysis and showed two discriminant functions: location and atmosphere. Third, cross-tabulation analysis based on demographic characteristics showed distinctive demographic characteristics within the three groups. Atmosphere oriented group, early-20s, as women of all ages was found to be 'walking down the street 'and 'through acquaintances' in many cases, as the cognitive path, and mostly found the store through 'outdoor advertising', and 'introduction'. Comfort oriented group was mainly women who are students in their early twenties or professionals, and appeared as a group to be very loyal because of high recommendation to other customers compared to other groups. Taste oriented group, unlike the other group, was mainly late-20s' college graduates, and was confirmed, as low loyalty, with lower recommendation activity. Fourth, to analyze satisfaction differences, one-way ANOVA was conducted. It shows that groups which show high satisfaction in the five main factors also show high menu satisfaction and high overall satisfaction. This results show that segmented marketing strategies are necessary because customers are considering price, atmosphere, comfort, taste, location when they choose coffee shop and demographics show different attributes based on segmented groups. For example, atmosphere oriented group is satisfied with shop interior and comfort while dissatisfied with price because most of the customers in this group are early 20s and do not have great financial capability. Thus, price discounting marketing strategies based on individual situations through CRM system is critical. Comfort oriented group shows high satisfaction level about location and shop comfort. Also, in this group, there are many early 20s female customers, students, and self-employed people. This group customers show high word of mouth tendency, hence providing positive brand image to the customers would be important. In case of taste oriented group, while the scores of taste and location are high, word of mouth score is low. This group is mainly composed of educated and professional many late 20s customers, therefore, menu differentiation, increasing quality of coffee taste and price discrimination is critical to increase customers' satisfaction. However, it is hard to generalize the results of study to other coffee shop brand, because this study have researched only one domestic coffee shop, Caffe Bene. Thus if future study expand the scope of locations, brands, and occupations, the results of the study would provide more generalizable results. Finally, research of customer satisfactions of menu, trust, loyalty, and switching cost would be critical in the future study.
- keywords
- 커피전문점, 선택속성, 시장세분화, 고객만족, 카페베네
Reference
강계영, 송인암, 황희중(2011), “교육서비스 관련 상품 판매요인에 대한 교육서비스 만족이 재등록과 구전효과에 미치는 영향”, 유통과학연구, 9(3), 15-23.
고재윤, 서혜진(2009), “커피 이용객의 선택속성에 관한 연구”, 호텔리조트연구, 8(2), 23-41.
고재윤, 송학준, 우주리(2007), “외식동기를 통한 패밀리 레스토랑 여성고객시장 세분화 전략에 관한 연구”, 외식경영연구,10(1), 71-89.
고재윤, 정미란, 윤재석(2006), “와인 바 선택속성에 따른 시장세분화와 고객만족”, 호텔관광연구, 8(1), 21-32.
기명옥, 이동일(2008), “브랜드 커피전문점의 지각된 품질과 브랜드 이미지가 지각된 가치와 충성도에 미치는 영향: 소비자지식의 조절효과를 중심으로”, 외식경영연구, 11(3), 49-72.
김경희, 한영숙(2010), “차 소비자의 구매 선택속성에 따른 시장세분화 연구”, 한국차학회지, 16(2), 1-12.
김기란, 김동진(2010a), “선택속성에 따른 에스프레소 커피 전문점의 포지셔닝에 관한 연구”, 한국조리학회지, 16(3), 66-75.
김기란, 김동진(2010b), “추구 편익에 따른 커피 전문점의 시장세분화 연구”, 한국조리학회지, 16(4), 139-150.
김영숙, 심미영(2010), “20대 미혼직장인의 패밀리레스토랑 선택속성이 소비자만족 및 재방문의도에 미치는 영향: 라이프스타일 및 이용동기를 중심으로”, 한국생활과학회지, 19(1),103-117.
김영옥(2003), “테이크아웃 커피전문점의 선택속성과 고객만족에 관한 연구”, 한국조리학회지, 9(3), 141-154.
김영찬(2002), “외식산업 선택속성을 통한 포지셔닝에 관한 연구”,경기대학교 박사학위 논문.
김주연, 안경모(2010), “감성적-유용적 동기에 따른 커피전문점 시장세분화”, 한국조리학회지, 16(5), 103-117.
김태용, 안주아(2010), “TV광고 내 PPL의 설득효과와 실험 가능성 검증을 위한 실험연구”, 광고학연구, 21(3), 125-158.
김현철, 원영은(2010), “식생활 라이프스타일에 따른 커피전문점 선택행동에 관한 연구”, 한국관광학회 제 67차 학술연구발표논문집, 839-851.
김혜정(2003), “외식브랜드2002년 결산 및 2003년 전망”, 월간식당,78-90.
매경이코노미(2010), “커피 프랜차이즈 끝물인가”, 제1585호(2010.12. 15).
박금미(2010), “대학생의 커피전문점 이용 실태와 선택 속성에 관한 연구: 성남 지역을 중심으로”, 한국식품영양학회지,23(1), 52-62.
손일락, 김연선(2008), “맥주 프랜차이즈 전문점의 선택속성에 따른 시장세분화연구”, 한국콘텐츠학회논문지, 8(10),351-359.
손재영, 신동주(2008), “어촌관광 선택속성에 관한 연구”, 한국호텔경영학회 춘계학술대회, 325-339.
연합뉴스(2010), “카페베네, 국내 커피전문점 톱 브랜드로 성장”,2010. 12. 17.
유창조, 한상필, 최민욱(2011), “커피를 통해 보여진 광고와 마케팅의 힘: 카페베네 사례연구”, 광고학연구, 22(2), 177-191.
이학식(2004), 마케팅. 서울: 법문사.
이학식, 임지훈(2009), SPSS 14.0 매뉴얼. 서울: 법문사.
장재남, 강창동, 안성식(2011), “업종별 프랜차이즈 선택결정요인이 가맹점 성과의 만족도와 성공․실패에 미치는 영향 연구”,유통과학연구, 9(2), 49-59.
전태유, 이대홍, 윤남수(2007), “레스토랑의 환경특성, 가치, 품질,전반적 만족, 그리고 고객의 자발적 행위와의 구조적 관계”, 마케팅과학연구, 17(1), 77-100.
정영우(2006), “커피전문점의 포지셔닝 전략에 관한 연구”, 호텔경영학연구, 15(1), 269-289.
조혜덕, 황재광, 이상윤(2011), “스토리텔링을 이용한 명품 브랜드의 미학적 아트마케팅 커뮤니케이션에 관한 연구”, 유통과학연구, 9(3), 73-82.
최병용(1996), 최신소비자행동론, 서울: 박영사.
최영심, 김영태, 지옥화(2009), “서울지역 대학생의 커피전문점 이용 실태에 관한 연구”, 한국조리학회지, 15(1), 287-295.
최형민, 이형룡(2010), “커피전문점 이용고객의 경험적 가치가 브랜드 태도 및 브랜드 충성도에 미치는 영향”, 관광학연구,34(7), 85-110.
최복규, 이형룡(2009), “커피전문점의 이미지가 고객의 전환의도 및 재방문의도에 미치는 영향: 고객만족의 매개효과를 중심으로”, 한국관광학회 2009년도 제65차 학술심포지엄,535-551.
Anderson, Eugene W., Fornell, Claes & Lehmann, Donald R.(1994),“Customer Satisfaction, Market Share, and Profitability:Findings from Sweden”, Journal of Marketing, 58(July):53-66.
Hair, J. F. Jr., Anderson, R. E., Tatham, R. L. & Black, W.C.(1998), Multivariate Data Analysis, 5th ed., Prentice-Hall International.
Hair, J. F. Jr., W. C. Black, B. J., Babin, R. E. Anderson & R. L.Tatham(2006), Multivariate Data Analysis. 6th ed.,Pearson-Prentice Hall.
Kotler, P.(1994), Marketing Management: Analysis, Planning, Implementing, and Control, 8th ed., Prentice Hall.
Lee, Y. K., Lee, C. K., Lee, S. K. & Babin, B. J.(2008),“Festivalscapes and Patrons' Emotions, Satisfaction, and Loyalty”, Journal of Business Research, 61(1): 56-64.
Lewis, R. C.(1981), “Restaurant Advertising, Appeals and Consumers'Intentions”, Journal of advertising research, 21(5): 69-74.
Narver, J. C. and Slater, S. F.(1990), “The Effect of a Market Orientation on Business Profitability”, Journal of Marketing, 54(4), 20-35.
Tan, Amy T. F. & Lo, Ada S. Y.(2008), “A Benefit-Based Approach to Market Segmentation: A Case Study of an American Special Coffeehouse Chain in Hong Kong”, Journal of Hospitality & Tourism Research, 32(3): 342-362.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations