|The purpose of this study is recently, coffee market is fiercely competitive as it"s rapidly growing. Therefore, this research drew coffee lifestyle newly for female coffee consumers unmarried with so much right of purchase so as to expand coffee products and establish detailed strategy and then, suggested detailed implications for consumer management and examined differences for coffee consumption behavior at the same time.
This research used data of 317 sheets and SPSS18.0 statistical package program so as to grasp coffee lifestyle forms of female coffee consumers unmarried, using coffee shop, and analyze differences of various coffee consumption behavior of female coffee consumers unmarried by form. For the analysis, frequency analysis, factor analysis, credibility analysis, cluster analysis and cross analysis were conducted.
They were divided into 5 groups such as "relative taste pursuing group", "indifference group", "health/taste pursuing group", "economy pursuing group", "relative trend pursuing group" through the factor analysis by criterion of coffee lifestyle. Differences for the promotion by cluster were grasped. As a result, relative taste pursuing group showed high intention of revisiting, ‘indifference group’ showed high selection, satisfaction and recommendation opinion, but intention of revisiting was the lowest. ‘Health/taste pursuing group" showed relatively high selection, satisfaction, intention of revisiting and recommendation opinion. ‘Economy pursuing group’ showd high selection, satisfaction and recommendation opinion and relatively low intention of revisiting. ‘Relative trend pursuing group’ generally showed high selection for promotion, satisfaction, recommendation opinion and intention of revisiting, so this group showed the most faithful response for promotion.
Based on the above, this research is significant to reflect consumption behavior of female coffee consumers unmarried through the segmentation of the market by coffee lifestyle form and suggest directivity to develop products and establish marketing strategy in the future.