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http://dx.doi.org/10.5762/KAIS.2019.20.6.548

The Effects of the Dietary Lifestyle and Demographic Characteristics on the Brand Image of Restaurants with Nutritional Labeling  

Kim, Na-Hyung (Department of Hotel Foodservice Dining Cookery, Howon University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.20, no.6, 2019 , pp. 548-556 More about this Journal
Abstract
The purpose of this study is to analyze the impact of dietary lifestyles and demographic characteristics on the Brand image of restaurants with Nutritional labeling to provide basic marketing data for establishing differentiated Brand image strategies for restaurant businesses. To that end, the SPSS21.0 (ver.) program, frequency analysis, descriptive statistics, factor analysis, reliability analysis, correlation analysis, and multiple linear regression analysis were conducted to verify the hypothesis. As a result, the Brand image of restaurants with Nutritional labeling improved as the metropolitan area sought safety, non-capital area sought taste, males sought health, and females sought safety. In terms of age, it was analyzed that as more people in their 20s sought taste, those their 30s and 40s sought safety, and both married and unmarried people sought safety, the Brand image of restaurants with Nutritional labeling improved. In other words, it could be seen that people with Dietary lifestyles who pursued health and safety had positive images of restaurants with Nutritional labeling regardless of residential area, age, gender, marital status, or whether they had children.
Keywords
Dietary Lifestyle; Demographic Characteristics; Restaurants With Nutritional Labeling; Brand Image; Dining-Out;
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Times Cited By KSCI : 2  (Citation Analysis)
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