프랜차이즈 커피전문점과 로스터리 커피전문점을 방문하는 소비자의 관여도와 선택속성 차이에 관한 연구

Abstract

Current domestic's specialty cafe market is growing accompanied by both fast-growing franchise and existing roastery cafes, but there is still a lot left to be remained further studies on especially roastery shops. The aim of the present study is to evaluate a survey that contains the differences of consumer’s characteristics between franchise and roastery cafe visitors in terms of demography, differences, involvement and choice attributes on coffee itself and other factors, in order to open the way for each shop to make their own strategy satisfying popular demands.