대학생의 커피라이프스타일에 따른 소비행동에 관한 연구 (A Study on Coffee Consumptive Behavior by Coffee Lifestyle of University Students)

서지정보

· 발행기관 : (사)한국관광레저학회
· 수록지 정보 : 관광레저연구 / 30권 / 12호 / 307 ~ 324페이지
· 저자명 : 이애리

초록

The implications from the viewpoint of business practice are as follows; First, 360-degree Holistic Marketing approach should be deployed to reach the group pursuing indifference mainly through SNS and/or blog activities which can stimulate their interest and curiosity.
In order to move that direction, we need in-depth study to find out what the interests of group pursuing indifference are. Amongst the factors stimulating their interests, we have to develop marketing tools focusing on relationship by using the fact that they are indifferent in relationship building, but are visiting specialist coffee shops inevitably or for some reason. I is assumed that unique packaging offer consisting of non-coffee products which is effective for building the relationship might touch their interests and curiosity.
Secondly, it will be effective to study on coffee bean considering the fact that the group of pursuing beauty and trend love to have Americano. We need study on the coffee and aggressive marketing activities which can strengthen the knowledge and understanding level on the coffee bean as well as origin for production. If we can let them participate in the promotion activities, it will be much more effective to not only increase brand equity but strengthen the customer loyalty on the brand.
In addition, as they are pretty much sensitive to the trends, development of various and creative merchandising items like branded tumblers and mug cups will do stimulate their interests and curiosity and it will consequently lead to the sales increase and keep building the brand equity on their mind.
Thirdly, for the group of pursuing health and well-being, we should develop tailored beverage product containing organic products while carefully designing the caffeine level in order to meet emerging needs and healthy level they do expect. As they love the taste and aroma of coffee, we can let them try other and new-launched coffees being produced from other continents by well-trained barista’s recommendation in the store. Also considering that they are marketing-savvy group, it will be effective if we can offer health-oriented dessert package product being served with coffee while keep building brand personality as part of their life style by offering new but fun and creative promotions through SNS and blog activities on a continuous basis.

영어초록

The implications from the viewpoint of business practice are as follows; First, 360-degree Holistic Marketing approach should be deployed to reach the group pursuing indifference mainly through SNS and/or blog activities which can stimulate their interest and curiosity.
In order to move that direction, we need in-depth study to find out what the interests of group pursuing indifference are. Amongst the factors stimulating their interests, we have to develop marketing tools focusing on relationship by using the fact that they are indifferent in relationship building, but are visiting specialist coffee shops inevitably or for some reason. I is assumed that unique packaging offer consisting of non-coffee products which is effective for building the relationship might touch their interests and curiosity.
Secondly, it will be effective to study on coffee bean considering the fact that the group of pursuing beauty and trend love to have Americano. We need study on the coffee and aggressive marketing activities which can strengthen the knowledge and understanding level on the coffee bean as well as origin for production. If we can let them participate in the promotion activities, it will be much more effective to not only increase brand equity but strengthen the customer loyalty on the brand.
In addition, as they are pretty much sensitive to the trends, development of various and creative merchandising items like branded tumblers and mug cups will do stimulate their interests and curiosity and it will consequently lead to the sales increase and keep building the brand equity on their mind.
Thirdly, for the group of pursuing health and well-being, we should develop tailored beverage product containing organic products while carefully designing the caffeine level in order to meet emerging needs and healthy level they do expect. As they love the taste and aroma of coffee, we can let them try other and new-launched coffees being produced from other continents by well-trained barista’s recommendation in the store. Also considering that they are marketing-savvy group, it will be effective if we can offer health-oriented dessert package product being served with coffee while keep building brand personality as part of their life style by offering new but fun and creative promotions through SNS and blog activities on a continuous basis.

참고자료

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