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http://dx.doi.org/10.20878/cshr.2017.23.4.010

A Study on the Preference Analysis according to the Usage Behavior of Grilled Beef Restaurant by Conjoint Analysis  

Kim, Heon-Chul (Dept. of Hotel Culinary Art, Gwangju University)
Publication Information
Culinary science and hospitality research / v.23, no.4, 2017 , pp. 93-104 More about this Journal
Abstract
This study aimed to investigate the preferences for the particular menu depend upon a purpose of the events and a time slot. The study set the 16 imaginary profile of 5 selective attributes by using Conjoint Analysis for the customers who ate out at the grilled beef restaurant. The result showed that most significant factors of preference were a sirloin, Korean beef, a traditional interior design, a rice menu and the amount of marbling, in that order. In addition, the study revealed a high level of relative importance depend on the parts of meat cuts and the most preferred factor of the general customers was a sirloin in selective attributes. Next, the country of origin was important. All events showed the highest preference in the parts of meat cuts like the whole consumer group and there was a high partial value in sirloin for the purpose of the events. However, the prime ribs showed a higher level of relative importance when the customers had light meals or they participated in conferences. At the preference analysis of the important attributes and the level of partial value, the most significant factors were a sirloin, a country of origin, a traditional interior design, a rice menu, and the amount of marbling, in that order both in lunch and dinner. In addition, the study found that the parts of meat, the atmosphere in the restaurant, the quality of beef, dessert, and the country of origin were significant in order at relative importance.
Keywords
Conjoint analysis; Grilled beef restaurant; Usage behavior; Preference;
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