식생활 라이프스타일에 따른 커피전문점 선택행동 분석

초록

This study was to classify Korean office workers' based on their food consuming lifestyles, and to investigate relationship between the lifestyle and coffee shop selection attributes. Data were collected from 406 office workers in Gangnam and Gangbuk area of Seoul and those who visited coffee shops more than one time on August 2009. Results of a factor analysis extracted four factors of food lifestyle: health-seeking factor, taste-seeking factor, convenience-seeking factor, popularity-seeking factor. Based on a cluster analysis, which was based on the four factors, the workers were classified into six groups: positive eating habits group, taste & popularity-seeking group, taste & convenience-seeking group, high interest of eating habits group, passive eating habits group, taste indifference group. Results also indicated that the selection attributes of each group were significantly different each other in terms of quality of coffee, menu, physical environment, customer benefits, brand value except convenience.

키워드