Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Analysis of Beverages Usage Motives according to Selection Attributes of Beverage Shop

음료소비자의 이용행태 및 음료전문점 선택속성에 따른 이용동기 분석

  • Lee, Eun Jung (Department of Food Science and Culinary Arts, Shinhan University) ;
  • Lee, Kyung-Ran (Department of Food and Nutrition, Ansan University) ;
  • Kim, Ju-Yeon (Department of Global Tourism Managements, Shinhan University)
  • 이은정 (신한대학교 식품조리과학부) ;
  • 이경란 (안산대학교 식품영양과) ;
  • 김주연 (신한대학교 글로벌관광경영학과)
  • Received : 2016.08.29
  • Accepted : 2017.04.19
  • Published : 2017.04.30
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Abstract

This study aimed to analyze beverage usage motives according to selection attributes of beverage shops. Questionnaires were completed by 509 persons living in the Seoul, Gyeonggido area. The results show significant differences by gender, age, and monthly income. Female customers stayed longer and spent more money than males. Younger customers (20's, 30's) stayed longer and visited beverage shops to meet friends. Those with higher incomes stayed shorter and visited beverage shop with company staff. In the factor analysis of selection attributes of beverage shops, there were four factors: 'physical environment', 'economic benefit', 'specialized service', and 'approach convenience'. Two clusters, derived from selected attributes of beverage shops, were 'highly involved group' and 'low involved group'. The 'highly involved group' was high income and highly educated, whereas the 'low involved group' was low income and low educated. 'The highly involved group' drank beverages in the office and school while the 'low involved group' drank beverages at home. The 'highly involved group' cited safety, comfort, pleasure, and happiness more than the 'low involved group' at beverage shops. Beverage shops should develop health beverages such as caffeine or sugar-controlled beverage for 'the highly involved group'. Discounts for take-out beverages and promotional coupons should be used for the 'low involved group'.

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References

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