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Korean and Chinese University Students' Importance and Performance Analysis for Quality Attributes by Coffee Type in Daejeon


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Korean and Chinese University Students' Importance and Performance Analysis for Quality Attributes by Coffee Type in Daejeon

Article information

Korean J Community Nutr. 2011;16(4):511-524
Publication date (electronic) : 2011 August 31
doi : https://doi.org/10.5720/kjcn.2011.16.4.511
Hye-Young Kim, Hye-Kyung Chung1, Hae-Young Lee2
Graduate School of Education, The Catholic University of Korea, Bucheon, Korea.
1Department of Nutrition Services, Gangnam Severance Hospital, Yonsei University College of Medicine, Seoul, Korea.
2Department of Food and Nutrition, Sangji University, Wonju, Korea.
Corresponding author: Hae-Young Lee, Department of Food and Nutrition, Sangji University, 660 Woosan-dong, Wonju 220-702, Korea. Tel: (033) 730-0492, Fax: (033) 738-7740, hy1317@sangji.ac.kr
Received 2011 July 05; Revised 2011 August 08; Accepted 2011 August 19.

Abstract

The purposes of this study was to investigate importance and performance for coffee quality attributes in Korean and Chinese university students by 3 types of coffee; coffee in coffee houses, coffee in vending machines and canned/bottled coffee. Survey was done for 360 students in Daejeon with developed questionnaires including general information, favorite type of coffee and 15 quality attributes of coffee. Finally, data from 168 Korean and 126 Chinese university students was used for statistical analysis by SPSS 18.0 package program. Results of this study were as follows: for favorite type of coffee, the rates of coffee in coffee houses, coffee in vending machines and canned/bottled coffee were 43.0% 34.8% and 22.2% in Korean students and 8.7%, 78.0%, and 12.2% in Chinese students, respectively. Comparing Chinese students and Korean students showed higher importance for several quality attributes of coffee in coffee house (p < 0.05), but lower importance for most quality-attributes of coffee in vending machine (p < 0.05) and canned/bottled coffee (p < 0.05). According to importance and performance analysis, strategies for increasing satisfaction were to improve 'price' of canned/bottled coffee in Korean students, and 'taste', 'volume', 'concentration' and 'variety' of canned/bottled coffee and 'freshness' of coffee in vending machine in Chinese students. These results suggested that differentiated marketing plans between Korean and Chinese university students should be needed in coffee industry.

Keywords: coffee; importance; performance; Korean university students; Chinese university students

Notes

This research was supported by Sangji university sabbatical program 2010

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Article information Continued

Copyright © 2011 The Korean Society of Community Nutrition

Fig. 1

Fig. 1

Importance-performance matrix for quality attribute of coffee in coffee house.

Fig. 2

Fig. 2

Importance-performance matrix for quality attribute of coffee in vending machine.

Fig. 3

Fig. 3

Importance-performance matrix for quality attribute of canned or bottle.

Table 1

General characteristics of respondents

Table 1

1) N (valid %)

2) Mean ± SD

Table 2

The consumption toward coffee

Table 2

1) N (%)

*: p < 0.05 **: p < 0.01

Table 3

Importance and performance for quality attribute of coffee in Korean and Chinese university students

Table 3

1) Likert-type 5 point scale : 1 = very low, 3 = so-so, 5 = very high, 2) Mean ± SD, *: p < 0.05 **: p < 0.01 ***: p < 0.001

Table 4

Importance and performance for quality attribute of coffee according to gender in Korean university students

Table 4

1) Likert-type 5 point scale : 1 = very low, 3 = so-so, 5 = very high, 2) Mean ± SD, *: p < 0.05 **: p < 0.01

Table 5

Importance and performance for quality attribute of coffee according to gender in Chinese university students

Table 5

1) Likert-type 5 point scale : 1 = very low, 3 = so-so, 5 = very high, 2) Mean ± SD, *: p < 0.05