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A Study of Consumer's Beverge Shop Selection

  • 저자

    윤혜미

  • 학위수여기관

    경성대학교 경영대학원

  • 학위구분

    국내석사

  • 학과

    외식산업경영전공

  • 지도교수

    함성필

  • 발행년도

    2014

  • 총페이지

    71page

  • 키워드

    aging society senior consumer beverage shop;

  • 언어

    kor

  • 원문 URL

    http://www.riss.kr/link?id=T13535250&outLink=K  

  • 초록

    Recently, senior consumers who play a leading role in foodservice consumption are emerging as a new customer base in beverage shop. This study is to provide preliminary data such as the understanding of senior consumers and their level of satisfaction through analyzing variables of characteristics, purchase motivations, and the importance of choice attribute. A total of 210 questionnaires were collected from seniors over the age of 55 living in Busan and Daejeon who have an experience of visiting a beverage shop. The SPSS 21.0 program was used to derive following: factor analysis, credibility analysis, frequency analysis, Chi-squared test, t-test, and ANOVA. To sum up the result, the age of senior consumers had no significant impact on a purchase motivation or attribute choice, while the gender played a key role on those decisions. Especially, experiencing a new taste was an important motivation of visiting, and senior consumers preferred coffee than healthy beverages. Also, it was surveyed on the choice attribute that senior consumers preferred places equipped with comfortable seats and easily accessible. The implement of this study is that though seniors' physical ability deteriorates, seniors of the aging society would define no significant difference on the way of thinking and the consumption behavior compared to those of younger generations.


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