Analysis of University Student' Perception of Coffee Shop Prices through Price Sensitivity Measurements
2012
Kim, H.A., Kyungnam University, Changwon, Republic of Korea
The purpose of this study was to analyze university student' perception of the price of coffee shops using price sensitivity measurements. The questionnaires were distributed to 640 university students in Changwon, Korea from March 13 to April 8, 2011. A total 571 were used for the final analysis, which excluded improperlycompleted questionnaires. The results of this study were as follows. Indifference prices (IDPs) were ￦2,200 for on-campus coffee shops and ￦2,850 for off-campus coffee shops. The optimum price points (OPP) were ￦2,300 for on-campus coffee shops and ￦2,850 for off-campus coffee shops. The price stress range (PSR) was ￦100 (￦2,200~2,300) for on-campus coffee shops and ￦0 (￦2,850~2,850) for off-campus coffee shops. The point of marginal cheapness (PMC) was ￦1,100 for on-campus coffee shops and ￦1,500 for off-campus coffee shops, whereas the point of marginal expensiveness (PME) was ￦3,600 for on-campus coffee shops and ￦4,100 for off-campus coffee shops. The ranges of acceptable prices (RAP) were ￦2,500 (￦1,100~3,600) for on-campus coffee shops and ￦2,600 (￦1,500~4,100) for off-campus coffee shops. On the basis of IDP percentage, university students were more sensitive to off-campus coffee shops than on-campus coffee shops. In contrast, on the basis of PSR and RAP, university students were more sensitive to on-campus coffee shops than off-campus coffee shops. Therefore, the price increase for an americano should be recommended to be from ￦1,100 to ￦3,600 for on-campus coffee shops and from ￦1,500 to ￦4,100 for off-campus coffee shops. The manager of on-campus coffee shops should be careful when increasing the prices, and the manager of off-campus coffee shops should make it possible for customers to perceive service quality.
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