동아시아식생활학회지 (Journal of the East Asian Society of Dietary Life)

  • 제26권2호
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  • Pages.117-124
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  • 2016
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  • 1225-6781(pISSN)
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  • 2288-8802(eISSN)
동아시아식생활학회 (The East Asian Society of Dietary Life)
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대학구내식당에 대한 대학생의 가격민감도에 관한 연구 - 서울권과 충청권을 중심으로 -

Study on Price Sensitivity at University Cafeterias - Focus on Seoul and Chungcheong Area -

  • 이은용 (경희사이버대학교 호텔경영학과) ;
  • 박규은 (경희대학교 조리외식경영학과) ;
  • 전유정 (극동대학교 호텔관광경영학과)
  • Lee, Eun-Yong (Dept. of Hotel Management, Kyung Hee Cyber University) ;
  • Park, Kyu-Eun (Dept. of Food Service Management, Kyung Hee University) ;
  • Jeon, Yu-Jung (Dept. of Hotel and Tourism Management, Far East University)
  • 투고 : 2016.01.12
  • 심사 : 2016.03.08
  • 발행 : 2016.04.30
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초록

As the number of cafeterias at universities has increased, studies on student perception of price sensitivity at cafeterias have gained increased attention. Therefore, the study investigated the relationship between students and university cafeterias according to price sensitivity measurement (PSM). According to the analysis, the indifference price (IDP) was 3,444.06 Korean Won while the subsequent cumulative distribution percentage was approximately 17.68%. The optimal pricing point (OPP) was 3,233.73 Korean Won and the stress price (IDP-OPP) was 210.33 Korean Won. The point of marginal expensiveness (PME) was 4,602.24 Koean Won and the point of marginal cheapness (PMC) was 2,036.29 Korean Won. Therefore, the range of acceptable prices (RAP) was established as 2,565.95 Korean Won. In addition, the study examined differences between price sensitivity measurement (PSM) for the respondent subgroups. Hence, the results will provide a practical background for development of business plans for university cafeterias.

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참고문헌

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