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Kim, Chung, and Lee: Korean and Chinese University Students' Importance and Performance Analysis for Quality Attributes by Coffee Type in Daejeon
Original Article
Korean Journal of Community Nutrition

Korean Journal of Community Nutrition 2011; 16(4): 511-524.

Published online: 31 August 2011

DOI: https://doi.org/10.5720/kjcn.2011.16.4.511

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

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 5 July 2011       Revised 8 August 2011       Accepted 19 August 2011

Copyright © 2011 The Korean Society of Community Nutrition

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

Figures and Tables

Fig. 1
Importance-performance matrix for quality attribute of coffee in coffee house.
kjcn-16-511-g001
Fig. 2
Importance-performance matrix for quality attribute of coffee in vending machine.
kjcn-16-511-g002
Fig. 3
Importance-performance matrix for quality attribute of canned or bottle.
kjcn-16-511-g003
Table 1
General characteristics of respondents
kjcn-16-511-i001

1) N (valid %)

2) Mean ± SD

Table 2
The consumption toward coffee
kjcn-16-511-i002

1) N (%)

*: p < 0.05 **: p < 0.01

Table 3
Importance and performance for quality attribute of coffee in Korean and Chinese university students
kjcn-16-511-i003

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
kjcn-16-511-i004

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
kjcn-16-511-i005

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

Notes

This research was supported by Sangji university sabbatical program 2010

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