DOI QR코드

DOI QR Code

성별에 따른 대학생의 피자전문점 선택에 영향을 미치는 속성 평가

Estimation of Attributes Affecting University Students to Select the Pizza Restaurant by Gender

  • 강종헌 (순천대학교 조리과학과) ;
  • 정인숙 (순천대학교 조리과학과)
  • 발행 : 2006.02.28

초록

The purpose of this study was to measure the pizza purchasing behavioral characteristics of respondents and importances of factors affecting pizza purchase, to estimate the effects of attributes on pizza restaurant choice, and to predict probability of selecting a particular pizza restaurant. The questionnaire consisted of two parts: The paired experimental profiles, purchasing behavior and importances of factors affecting pizza purchase. This study generated profiles of 16 hypothetical pizza restaurant based on the seven attributes. The profiles comprised 16 discrete sets of variables, each of which had two levels. For this study, researcher randomly selected 150 students of university as respondents. Twenty students did not complete the survey instrument, resulting in a final sample size of 129. All estimations were carried out using frequencies, $X^2$, independent samples t-test, phreg procedure of SAS package. The results are as follows. Some purchasing behavioral characteristics and importances of factors affecting pizza purchase were significantly different by gender. Based on the estimated models developed for male student group and female student group, the Chi-square statistics were significant at p<0.001. The parameter estimate for late delivery time with male student group was highest, and the parameter estimate for price with female student group was highest. The pizza restaurant that charged \20,000, offered 100% discount on eleventh pizza, promised to deliver pizza in 40 mins, usually delivered the pizza as promised time, offered only 1 type of pizza crust, delivered warm pizza, offered the money-back guarantee was favored by each of male student group and female student group. The results from this study suggested that there was an opportunity to increase market share and profit by improving operations so that customers receive discount and money-back guarantee simultaneously, and by reducing price, delivery time.

키워드

참고문헌

  1. Griffin A, HauserJR. The voice of the customer. Marketing science 12(1): 1-27, 1993 https://doi.org/10.1287/mksc.12.1.1
  2. Verma R, Thompson, GM. Managing service operations based on customer preferences. International Journal of Operations & Production Management 19(9): 891-908, 1999 https://doi.org/10.1108/01443579910280223
  3. Kim HK. Fast food consumption patterns of college students in Ulsan. Korean J Diet Culture 11(1): 131-141, 1996
  4. Kara A, Kaynak E, Kucukemiroglu O. Marketing strategies for fast-food restaurants: a customer view. British Food Journal 99(9): 318-324,1997 https://doi.org/10.1108/00070709710194014
  5. Park, MR, Kim SH, Wi SU. The consumption patterns of fast food in small cities. Korean J Diet Culture 14(2): 139-146,1999
  6. Woo KJ, Yan HS, Rho, JO. A study on the eating out behavior and its factors in restaurant selection of university students. J East Asian Soc Dietary Life 15(2): 235-245, 2005
  7. Cho KS, Im BS, Kim SE, Kim GW. A survey on consumption behaviors of the fast foods in university students. Korean Living Science Association 14(2): 313-319, 2005
  8. Verma R, Thompson, GM. Basing service management on customer determinants. Cornell H.R.A. Quarterly 37(3): 18-23, 1996 https://doi.org/10.1177/001088049603700214
  9. Verma R, Pullman ME, Goodale JG. Designing and positioning food services for multicultural markets. Cornell H.R.A. Quarterly 40(6): 81,1999
  10. Verma R, Plaschka G, Louviere JJ. Understanding customer choices. Cornell H.R.A. Quarterly 43(6): 15-24, 2002 https://doi.org/10.1016/S0010-8804(02)80068-4
  11. Shin SY. The relationship between land use and automobile dependence. Research of Seoul & Other Cities 5(1): 80, 2004
  12. Campiche J, Holcomb RB, Ward CE. Impacts of consumer characteristics and perceptions on willingness to pay for natural beef in the southern plains. Oklahoma Food and Agricultural Products Research and Technology Center P-1006: 8, 2004
  13. Kuhfeld WF. Multinomial logit, discrete choice modeling, p 82-306, SAS Technical Support. 2002
  14. Seo SE. Analysis of the elderly travel characteristics and travel behavior with daily activity schedules. Chung-Ang University Masters Degree Thesis, p 21 2004
  15. Burton M, Pearse D. Consumer attitudes towards genetic modification, functional foods, and microorganisms. AgBioForum 5(2): 51-58, 2002
  16. Hearne RR, Salinas ZM. The use of choice experiments in the analysis of tourist preferences for ecotourism development in Costa Rica. Journal of Environmental Management 65: 153-163, 2002 https://doi.org/10.1006/jema.2001.0541
  17. Jo HY, Kim SA. Korean youths' use of fastfood and family restaurants in different regions. Korean J Diet Culture 20(1): 44-52, 2005