KJCKorea
Journal Central

@article{ART001757322},
author={김현미 and Cha Sukbin},
title={The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2013},
volume={37},
number={3},
pages={211-230}

TY - JOUR
AU - 김현미
AU - Cha Sukbin
TI - The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses
JO - Journal of Tourism Sciences
PY - 2013
VL - 37
IS - 3
PB - The Tourism Sciences Society Of Korea
SP - 211
EP - 230
SN - 1226-0533
AB - With the expansion of the coffee market in Korea and the change of customers' taste from instant coffees to coffee beans, many researches with coffee-related topics have been conducted in the last decade. However, there has hardly been research related to the price sensitivity of customers who visit roastery coffeehouses. With a sample of 256 people visiting roastery coffeehouses, this study used PSM(price sensitivity measurement) method and analyzed the differences of sensitivity to Americano price based on 256 respondents' demographic and usage characteristics. Research findings showed that people who prefer roastery coffeehouses were more price sensitive than those who prefer franchise ones. Moreover, people who visit coffeehouses with the purpose of non-meeting people were more price-sensitive than those who visit with the purpose of meeting people. Lastly people who enjoy coffees only in coffeehouses were more price sensitive to those who enjoy coffees and side menus together. The study concludes with the implications of the research findings and future research areas.
KW - Coffee;Roastery coffeehouses;Price sensitivity measurement
DO -
UR -
ER -

김현미 and Cha Sukbin. (2013). The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses. Journal of Tourism Sciences, 37(3), 211-230.

김현미 and Cha Sukbin. 2013, "The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses", Journal of Tourism Sciences, vol.37, no.3 pp.211-230.

김현미, Cha Sukbin "The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses" Journal of Tourism Sciences 37.3 pp.211-230 (2013) : 211.

김현미, Cha Sukbin. The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses. 2013; 37(3), 211-230.

김현미 and Cha Sukbin. "The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses" Journal of Tourism Sciences 37, no.3 (2013) : 211-230.

김현미; Cha Sukbin. The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses. Journal of Tourism Sciences, 37(3), 211-230.

김현미; Cha Sukbin. The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses. Journal of Tourism Sciences. 2013; 37(3) 211-230.

김현미, Cha Sukbin. The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses. 2013; 37(3), 211-230.

김현미 and Cha Sukbin. "The Analysis of Customers' Price Sensitivity of Americano in Roastery Coffeehouses" Journal of Tourism Sciences 37, no.3 (2013) : 211-230.