Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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An Analysis on the Preference of Consumers to the Choice Attributes of Beef Restaurant

소고기 전문식당 선택속성에 대한 소비자 선호도 연구

  • Kim, Hyunmi (College of Hotel & Tourism Management, Kyung Hee University) ;
  • Chung, Lana (College of Hotel & Tourism Management, Kyung Hee University)
  • Received : 2017.03.15
  • Accepted : 2017.04.10
  • Published : 2017.04.30
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Abstract

Purpose: This study investigated beef restaurant's selection attributes using conjoint analysis in order to provide useful information to marketers and managers. Methods: A total of 320 questionnaires were distributed to consumers who visited a beef restaurant in August 2016, and 284 were completed (96.90%). Statistical analyses of data were performed using SPSS/Windows 22.0 for descriptive statistics and conjoint analysis. Results: The results of this study demonstrate the relative importance and level of each attribute for selecting beef restaurants. Price showed the greatest importance (34.86%), followed by origin of beef (27.52%), level of support services (25.72%), and variety of side dishes (11.90%). The optimum attribute combination was various side dishes (0.059), Korean beef (0.385), Very high service level (-0.291), and price of 8,000 won (-0.782). The most preferred beef restaurant gained 37.60% potential market share from choice simulation. There were significant differences in importance of attributes related to age of respondents. For respondents in their 20s and older than 50s, the first consideration was price. Respondents in their 30s considered the level of support services first while those in their 40s considered origin of beef first. Importance of attributes based on companion of respondents revealed that all respondents considered price first. Conclusion: This study contributes to development of marketing plans based on a customer's involvement level focusing on their primary selection criteria when choosing a beef restaurant. Additionally, marketers who manage beef restaurants can estimate the market share of imaginary beef restaurants from these results.

Keywords

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