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Coffee Boom!Would You Care for a Cup of Coffee?

 These days many people prefer deluxe coffee more than ever. People love to drink it in trendy cafes. Why? The Dongguk Post surveyed Donggukians about deluxe cafes and through its results, we learned about student coffee culture.

1. How much coffee do you drink in a day? (female / male, unit : %)
* a cup of coffee 50.7 / 43.8
* two cups of coffee 12 / 19.2
* three cups of coffee 10.7 / 9.6
* I hardly drink it 24 / 13.7

2. What is your favorite coffee?
* Mixed-instant coffee 35.1 / 41.7
* Cafe coffee 35.1 / 22.3
* Firsthand mixing instant coffee 7.8 / 9.7
* Can coffee 13 / 20.4
* Original bean coffee 9.1 / 5.8
- Many young ladies answered that they prefer mixed-instant coffee as well as Cafe coffee. A common opinion is, "It is more delicious and luxurious. There are various kinds of coffee, and lots of pretty forms." On the other hand, most male respondents answered, "We like mixed-instant coffee, because it is convenient, cheap, and delicious."

3. When you meet your boyfriend or girlfriend, what do you usually do?
* Go to the movies 27.8 / 14.2
* Going to a Cafe 21.3 / 6.2
* Go shopping 26 / 6.2
* Drink at a Hof 19.5 / 35.2
* Go to a dancing club 1.8 / 6.2
* Other 3.6 / 32

3-1. When you meet a friend of the same sex, what do you usually do?
* Go to the movies 36.9 / 25.9
* Go to a Cafe 22.7 / 19.5
* Go shopping 10.6 / 10.3
* Drink at a Hof 10.6 / 14.6
* Other
- Both men and women usually go to a Cafe when they meet their sweethearts. The Cafe plays a special role in Donggukian life. But boys, only go to a Cafe with their girl friends. They drink beer or soju, at discos when they get together with male friends. Others enjoy a variety of entertainment, such as computer games, billiards, and so on.

4. Do you think the price of Cafes is appropriate?
* Yes, 21.3 / 14.9
* No, it is too expensive. 73.3 / 82.8
* No, it is too cheap. 5.3 / 2.3
  Most respondents answered that the price is too expensive. But, about 20% of males and females do not care about high costs if they are able to get high-quality coffee. In these days, more and more students prefer high-quality coffee, no matter the cost.

5. Why do you prefer Cafe coffee?
* Its coffee is delicious. 20.9 / 18.5
* To talk with friends or lover 34.9 / 37
* Various kinds of coffee 5.8 / 8.6
* To take a rest 12.8 / 18.5
- Even if the coffee is expensive, they choose deluxe Cafes because they want a comfortable ambience.

  They enjoy the coffee culture, but think it should be changed somewhat. Global coffee chain's coffee is too expensive because of its brand name. Even though its quality is high, its price is too high because of name value. Moreover, most Cafes offer foreign brands, so the price contain lots of brand appeal. Most respondents want a lower price, but the same taste.

Yu Hee-kyung  fedeer@dongguk.edu

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