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KMID : 0665420140290060519
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Korean Journal of Food Culture
2014 Volume.29 No. 6 p.519 ~ p.527
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A Study on the Consumption Behaviour of Coffee Product according to Monthly Income in Franchised Coffee Shop’s Consumer
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Kim Young-Wook
Song Wan-Gu
Lee Yeon-Jung
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Abstract
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This study was conducted to analyze the differences in consumer behavior of coffee product according to monthly income
in franchised coffee shop's consumer in Korea. A total of 293 questionnaires were used out of the 330 that had been
distributed for analysis; those that lacked reliability were excluded. Frequency, ANOVA, and Duncan's multiple range test
was conducted to analyze the hypotheses of the study. The findings are summarized as follows. There were significant
differences in consumer behavior with regard to seeking health, eco-friendly products, product brand, and product taste as
well as preferred coffee menu and coffee consumption expenditures. High income consumers rather than low income
groups showed much higher score for concerning health, concerning diet, concerning calorie, concerning instant,
concerning caffeine and concerning nature, organic in coffee consumer behavior. In amount spent on purchasing coffee
products according to income, low income consumers rather than high income groups had much higher financial expense
burden.
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KEYWORD
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Consumer behavior, income, coffee, franchised coffee shops
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