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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2012.8
- 수록면
- 1,182 - 1,189 (8page)
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The purpose of this study was to analyze university student" perception of the price of coffee shops using price sensitivity measurements. The questionnaires were distributed to 640 university students in Changwon, Korea from March 13 to April 8, 2011. A total 571 were used for the final analysis, which excluded improperlycompleted questionnaires. The results of this study were as follows. Indifference prices (IDPs) were ￦2,200 for on-campus coffee shops and ￦2,850 for off-campus coffee shops. The optimum price points (OPP) were ￦2,300 for on-campus coffee shops and ￦2,850 for off-campus coffee shops. The price stress range (PSR) was ￦100 (￦2,200～2,300) for on-campus coffee shops and ￦0 (￦2,850～2,850) for off-campus coffee shops. The point of marginal cheapness (PMC) was ￦1,100 for on-campus coffee shops and ￦1,500 for off-campus coffee shops, whereas the point of marginal expensiveness (PME) was ￦3,600 for on-campus coffee shops and ￦4,100 for off-campus coffee shops. The ranges of acceptable prices (RAP) were ￦2,500 (￦1,100～3,600) for on-campus coffee shops and ￦2,600 (￦1,500～4,100) for off-campus coffee shops. On the basis of IDP percentage, university students were more sensitive to off-campus coffee shops than on-campus coffee shops. In contrast, on the basis of PSR and RAP, university students were more sensitive to on-campus coffee shops than off-campus coffee shops. Therefore, the price increase for an americano should be recommended to be from ￦1,100 to ￦3,600 for on-campus coffee shops and from ￦1,500 to ￦4,100 for off-campus coffee shops. The manager of on-campus coffee shops should be careful when increasing the prices, and the manager of off-campus coffee shops should make it possible for customers to perceive service quality.
목차
Abstract
서론
대상 및 방법
결과 및 고찰
요약
감사의 글
문헌
참고문헌 (27)
참고문헌 신청
1. [보고서] - Kim GY / 2011 / Socio-economic status reflected by coffee : 1 ~ 12
2. [학위논문] - Kang YH / 2011 / Implementing customer experience management(CEM) on specialty coffee store: a fucus on customerexperience / 박사 / Yonsei University
5. [학위논문] - Baek SH / 1999 / Price sensitivity analysis of university students in foodservice operation / 석사 / Yonsei University
6. [학위논문] - Woo EJ / 2008 / Analysis of consumer's behavior, price sensitivity, and price elasticity by money attitude in institutional foodservice / 석사 / Yonsei University
7. [학술지(정기간행물)] - 김현아 / 2007 / 푸드코트형 대학교 급식소의 가격탄력성 분석 / Family and Environment Research 45 (6) : 49 ~ 59
2. [학위논문] - Kang YH / 2011 / Implementing customer experience management(CEM) on specialty coffee store: a fucus on customerexperience / 박사 / Yonsei University
5. [학위논문] - Baek SH / 1999 / Price sensitivity analysis of university students in foodservice operation / 석사 / Yonsei University
6. [학위논문] - Woo EJ / 2008 / Analysis of consumer's behavior, price sensitivity, and price elasticity by money attitude in institutional foodservice / 석사 / Yonsei University
7. [학술지(정기간행물)] - 김현아 / 2007 / 푸드코트형 대학교 급식소의 가격탄력성 분석 / Family and Environment Research 45 (6) : 49 ~ 59
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UCI(KEPA) : I410-ECN-0101-2013-511-003438996