소비자 커피 맛 선호요인 Q분석

초록

This paper is to examine what preference factors influence of coffee consumers prefer. To do this, Q analysis was conducted and a total of 19 useful samples were collected. The results from the survey show that the types of coffee preference elicited three types as follows; The first preference type is the harmonic taste which prefers sour. The second preference type is the strong taste which prefers one of these kinds : bitter, sour and sweet. Third, preference type which prefers a mixture of taste and aroma. To conclude, the most important things were to evaluate the general taste when consumer drinks coffee. These results provide us with an idea of coffee consumers preferences, which was rarely before examined in this field. In further research it is required to inquire closely into the coffee preference using R-methodology, content analysis and literature research with the additional variables.

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