Abstract ▼ AI-Helper

Coffee in South Korea began as a quick, inexpensive beverage and has rapidly expanded into a three billion dollar industry. One of the main consumers in this new market has been Millennials, people born between 1980 and 2000. A large part of this generation are now university students and wield a pr...

Coffee in South Korea began as a quick, inexpensive beverage and has rapidly expanded into a three billion dollar industry. One of the main consumers in this new market has been Millennials, people born between 1980 and 2000. A large part of this generation are now university students and wield a profound influence on the future of the industry.
The aim of this thesis is to analyze coffee consumption trends among university students in South Korea and determine any relevant factors that affect the amount of coffee they consume. Primary data was gathered from surveys given out to 500 university students in Busan, South Korea. After a standard regression analysis of the data, the findings show a significant correlation between the amounts of coffee Millennials consume and how much they spend on coffee. Other influential factors include how often they consume coffee at home, and from convenience stores, as well as their age and disposable income. The findings can be used to inform retailers in the coffee industry on the consumption trends of university students in South Korea.
While there are numerous studies regarding coffee consumption in relation to health, there are not many which focus on consumption behavior. Among those, this will be the first to look at coffee consumption habits among the Millennial generation.