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Effects of Descriptive Menu Labels on Customers' Purchase Intentions - Focused on a Western cuisine restaurant in the United States Forces Korea -  

Chong, Yu-Kyeong (Dept. of Food Service Management, Sejong University)
Pak, Ku-Yong (Dept. of Food Service Management, Sejong University)
Sim, Soon-Chul (Dept. of Food Service Management, Sejong University)
Publication Information
Journal of the East Asian Society of Dietary Life / v.20, no.6, 2010 , pp. 1008-1017 More about this Journal
Abstract
The current study aims to determine the effects of descriptive menu labels on customers' purchase intentions in a restaurant setting. The research identified the importance of information provided by the menu labels as well as how the different types of descriptive menu labels affect patrons' purchase intentions in an American-style restaurant. The subjects evaluated in this study were foreign clients who frequented the Western cuisine restaurant in the United States Forces Korea. A total of 351 questionnaires were analyzed by factor analysis, analysis of variance (ANOVA), and regression analysis by means of SPSS 15.0. As a result, it was found that comprehension of menu and price were the most necessary pieces of information for customers encountering menu labels, and sensory type of descriptive menu labels was the most preferred. In addition, differences in the purchase intentions of customers in response to different types of descriptive menu labels suggests that there were more statistically significant differences in the perception of purchase intention among descriptive labels as compared to usual menu labels.
Keywords
Descriptive menu labels; menu marketing; positive expectation; purchase intention; importance of information;
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