Determinants of Price in Specialty Coffee by Consumers

Abstract

With the targeted coffee consumers in Kwangju city, South Korea, this paper investigates a few determinants such as taste, aroma, mouth-feel, and satisfaction to influence coffee price, based upon self-evaluations by those who enjoy specialty coffee. Using both simple regression and standard multiple regression analyses, it turned out that tastes, smell, mouth-feel, and satisfaction of specialty coffee had effects on coffee price. This study implies that when coffee consumers decide coffee price, they consider multiple factors to influence their overall satisfaction in multiple aspects than a single facet like taste, aroma, and mouth-feel. Practical and theoretical discussion and implications are suggested for the following studies.