The market for coffee shops has grown over 300 million won, due to the expansion of franchised coffee shops over the last 5 years. This has now become a huge market with total annual sales approaching 1 billion won for all coffee shops. Despite such a continuous growth of coffee shops, the managing ground of many brand coffee shops that have a weak profit structure and little differentiated management strategy has been collapsing down. Based on such a critical concern, this study analyzed the consumer’s desire, which has not been examined in previous research, to enhance the competitiveness of coffee shops. This research also involved classifying the consumer groups following the customer’s coffee shops using types in order to analyze the optimal combination that was preferred by each group, subject to the price, staff’s service, additional benefit, taste/quality, and brand. 500 university students and office workers, who had experienced visiting the coffee shops in Seoul and Daegu, were chosen as the samples of this study, and 358 questionnaires were used for the final analysis. The questionnaire survey was carried out for 30 days from August 1st, through to August 30th, 2015. The data analysis used a conjoint model for the initial design of the experiments, SPSS 20.0 for the basic statistics analysis, and NLOGIT 3.0 for the marginal willingness to pay. The results of this research were as follows: First, coffee shop customers fall into three categories subject to the type of consumer preference. Second, the marginal willingness to pay has been presumed for the models derived from the choice experiment method.