A comparative study for selection attributes of coffee shop using AHP

Abstract

The size of the Korean coffee market in 2016 was 6.4 trillion KRW, up 13% from 2014, and the size of the coffee shop market in 2016 grew 53.8% to KRW 4 trillion. Research on coffee shops may seem common, but even with the same nature of the rapidly changing coffee market every year, research on the same subject can have different results. Therefore, it is the most desirable direction at present to accurately analyze the competitive landscape of coffee specialty shops and to suggest marketing strategies for them. In this study, the selection attributes to be considered when the customer wants to go to a coffee shop are derived through previous research and expert verification, and the importance of optional attributes is analyzed through AHP (Analytic Hierarchy Process) technique. As a result, the preference attributes of coffee shop were relatively high in order of product, interior and exterior, brand and service. From these results, suggestions of management that can contribute to the operation of coffee shop were suggested.