The Antecedents of Coffee Satisfaction by Lifestyle Segments for Korean and Chinese University Students in Korea / 대한지역사회영양학회지

ABSTRACT

The purposes of this study were to classify university students by their lifestyle and to investigate the relationships between lifestyle and coffee satisfaction. The survey had been undertaken for 360 Korean and Chinese university students in Daejeon from November to December 2009. A total of 242 usable questionnaires were received with 67.2% response rate. The statistical analysis was performed by the SPSS 18.0 package program. Lifestyles of subjects, based on AIO (Activities, Interests, Opinions) method and factor analysis, were segmented into 2 groups of "outgoing activity" (n = 137) and "introverted devotion" (n = 105). "Outgoing activity" group exhibited highly health-oriented (p < 0.001) and convenience-oriented (p < 0.001) characteristics, but "introverted devotion" group showed highly goal-oriented (p < 0.01) and safety-oriented (p < 0.01) features. Comparing to "introverted devotion" group, "outgoing activity" group showed higher intake of coffee (p < 0.01) and more expense for beverage (p < 0.01). Three factors were extracted from 15 coffee quality attributes by factor analysis; "fundamentals", "supplement" and "inducement". These factors were positively correlated with coffee satisfaction according to lifestyle groups (p < 0.01). For "outgoing activity" group, 'fundamentals' was independent factor for satisfaction on coffee in coffee house (beta = 0.268, p < 0.05) and canned or bottled coffee (beta = 0.314, p < 0.01), and "supplement" was independent factor for satisfaction on coffee in vending machine (beta = 0.235, p < 0.05). For "introverted devotion" group, "inducement" was independent factor for satisfaction on coffee in vending machine (beta = 0.238, p < 0.001). These results provide an understanding for lifestyles of coffee consumers and give an insight into differentiated marketing plans for coffee industry.