성별에 따른 커피소비자의 인지도 및 식행동 비교 : 대구와 경북지역을 중심으로

다국어 초록 (Multilingual Abstract)

This study has been done to find out about recognition and taste of coffee and to find out about recognition of caffeine. This research was done with 341people, 169 men and 172 women. Then, with the result, I tried to investigate if there were not only the harmfulness of caffeine but also if there is positive side of the caffeine with their habit of drinking coffee. Here are the results; For the preference of coffee shop, they preferred domestic coffee brand and the reason was because of the service, characteristic brand menu, and the interior. For their recognition about the coffee menu, they knew cafe-latte, cafe-mocha, cappuccino, and caramel macchiato irrespective of their age or their sex and the women knew these better than the men. For their preference of coffee menu, they liked coffee menu they already have known before. When they, both the women and men, are drinking coffee, they looked for better aroma and flavors of coffee for the important factors than the acidity and the body. For the preferred location, they chose coffee speciality store. For the price, men answered that 1,000～1,500won and women answered 2,100～2,500won is the proper price for a cup of coffee. For the amount, men said 100cc and women said 200cc is the preferred amount.
According to the study, they went to the coffee shop with their friends or colleague after lunch as some kind of habit. One of the reason they don't go to shop was because of variety of the menu and complicated method or procedure of ordering.
For recognition about the caffeine, they answered it is existing in coffee and they think it is somewhat harmfulness for the human body. However, it appears most of them didn't have the side effect or the adverse effect. I recognized that it would be good if label on the coffee products shows the amount of caffeine in them.
To chose which coffee to drink, they chose the coffee with their preferred taste and it wasn't sensitive with the flow of trend. Men gathered the information about coffee with ads on TV or radio, women gathered them at the store by watching the displayed products.

목차 (Table of Contents)

• Ⅰ. 서론 = 1
• Ⅱ. 이론적 배경 = 3
• 1. 우리나라 커피의 역사 = 3
• 2. 세계 커피 시장의 소비실태 = 4
• 3. 카페인 = 5
• 4. 커피의 종류 = 7
• 5. 나라별 커피의 종류와 특징 = 8
• Ⅲ. 연구 방법 = 10
• 1. 조사대상 및 조사 시기 = 10
• 2. 조사 대상자의 일반적 특성 = 10
• 3. 커피브랜드 및 메뉴 인지도와 선호도 조사 = 10
• 4. 식행동 및 트렌드 조사 = 11
• 5. 카페인 인지도 조사 = 11
• 6. 측정도구 및 통계처리 = 11
• Ⅳ. 연구 결과 = 12
• 1. 조사 대상자의 일반사항 = 12
• 2. 커피브랜드 및 커피 메뉴 인지도와 선호도 조사 = 19
• 1) 남녀 간의 커피 브랜드에 따른 선호도 조사 = 19
• 2) 연령과 성별에 따른 커피 메뉴 인지도와 선호도 = 23
• 3) 커피를 선택하는 이유 = 31
• 4) 성별에 따른 커피 선택 시 일반적 요인별 중요도 = 33
• 3. 식행동 및 트렌드 조사 = 35
• 1) 관능에 따른 커피 맛의 분류 = 35
• 2) 커피를 마시는 선호 장소 및 그 이유와 시간 = 37
• 3) 성별에 따른 1잔의 적정량과 커피 가격에 대한 선호도 = 39
• 4) 커피 섭취 빈도 형태 = 43
• 5) 사회유행과 커피 섭취의 상관성 = 48
• 6) 커피와 트렌드의 관계 = 50
• 7) 미디어에 따른 음료 선택의 취향 = 52
• 8) 커피가 차지하는 비중과 섭취빈도, 정보획득과의 상관분석 = 54
• 9) 수입과 방문횟수에 따른 분산분석 = 56
• 4. 카페인 인지도 = 60
• 1) 카페인의 함량 및 부작용 = 60
• 2) 카페인에 대한 인식행동 = 64
• Ⅴ. 결론 = 66
• 참고문헌 = 69
• Ⅵ. 부록 = 76