A Study on the Family Restaurant Choice Attributes - Used by Index and Type of MBTI Psychological Preference -

패밀리 레스토랑 선택속성에 관한 연구 - MBTI 심리선호도의 지표와 유형을 중심으로-

The purpose if this study is to analyze the psychological preference of Family Restaurants and their behavioral characteristic and its segmentation, positioning, new product development and marketing min. Result of analysis, index and type of MBTI psychological preference are related to Family Restaurant Choice attributes intimately. Specially, "Menu composition reflected restaurant image", and "Providing of corresponded value to price"were shows considerable difference according to psychological preference. And "Providing of the corresponded value to price"of Value, Price and Image Factor, indexes, types, including all the other aspects, shows the most considerable difference. Therefore, all market of Family Restaurant when inventing or designing a menu, they should consider restaurant′s concept and image to manage a menu, and keep in mind that all customer take "value"at up most importance.