한국조리학회지 (Culinary science and hospitality research)
- 제14권4호
- /
- Pages.106-118
- /
- 2008
- /
- 2466-0752(pISSN)
- /
- 2466-1023(eISSN)
컨조인트 분석을 통한 푸드코트 선택 속성에 관한 탐색적 연구
An Exploratory Study on the Selection Attributes of Food Courts through the Conjoint Analysis
- Jung, Young-Woo (Dept. of Culinary Arts, Woosong University) ;
- Lee, Eun-Yong (Dept. of Culinary Arts, Woosong University)
- 발행 : 2008.12.30
초록
Even though the number of food courts increased in recent years, there were few studies about them. Considering the effects of a food court on the sales of a mall or other shopping spots, it was necessary to analyze what kind of attribute attracts customers. For this research, conjoint analysis was used to test which attribute was the most decisive factor, and the results of this study were as follows. First, price was the first factor that customers attached great importance to. Next were time required from order to eat and menu diversity. Second, cluster analysis used by the individual value of utilities derived through the conjoint analysis showed two clusters. Third, the most preferred food court form gained 35.4% potential market share from the simulation. The information gained from this analysis provided an important starting point for marketing and determined what kind of attribution was considered in being part of the malls or buildings. Also, it could be made full use of creating and executing the most effective marketing strategies.