• The Korean Journal of Food And Nutrition
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• v.22 no.4
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• pp.687-695
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• 2009

The present study attempted to offer more insights into the foreign consumers' consumption decision structure of Korean restaurants located in foreign countries. A survey was designed based on the means-end chain theory, using the laddering interview technique. The qualitative data obtained from 10 Americans, 10 Japanese, and 10 Chinese were content analyzed and resulted in categories such as 'new experience', 'interest in Korea', 'recommendation', 'good food', 'easy to access', 'service', 'dining environment', and 'price' as perceived attributes of choice. The hierarchical value maps linking attributes, psychological consequences, and terminal values were presented. The most frequent consequences were 'experience new culture', 'be exposed to new experience', and 'learn more about Korea' which were related to 'happiness', 'pleasure', 'good relationship', 'desire fulfillment', and 'self-satisfaction' as personal values. Laddering interviews, which required laborious analysis, provided important information on the relationship between perceived attributes and the reasons for choosing Korean restaurants.

• Journal of the Korean Society of Food Culture
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• v.35 no.5
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• pp.417-425
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• 2020

There is a growing global interest in food choices that could affect health. Consumer food choices are dictated by numerous factors such as attitudes, beliefs, desires and preferences stemming from psychological and physiological attributes. The present study aimed to understand consumers' internal perceptions about cream soup, cream sauce, and tomato sauce using ZMET (Zaltman's Metaphor Elicitation Technique). The 9 step ZMET interview process was conducted for a sample of 36 consumers (12 consumers for each sauce). A content analysis of the survey results was carried out. From this, 56 concepts of cream soup were derived, and 15 constructs that met with the agreement of more than one-third of the total sample consumers were extracted. These 15 constructs included 'Soft', 'Recollection', 'Familiar', 'Warm', 'Comfortable', etc. Similarly, for cream sauce, 67 concepts and 20 constructs 'Silky', 'Warm', 'Restaurant', 'Family', 'Memory', etc. were deduced. A total of 66 concepts and 20 constructs for tomato sauce 'Sourness', 'Sauce Bottle', 'Pleasant', 'Ingredient', 'Cooking', etc. were derived. The analysis of consumers' consensus maps through this study provides a deep and useful understanding of consumers and their latent needs. Also, the results of this study indicate that exploring consumers' internal perceptions is critical to understanding their healthy food choices. This can be used as basic data for formulating marketing strategies.

• Culinary science and hospitality research
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• v.14 no.4
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• pp.67-78
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• 2008

This study is focused on developing traditional folk products by utilizing the representative crops and indigenous products of Wanju area on the basis of surveys on the visitors to the native local restaurants. The study examined 110 visitors of thirty native local foods restaurants in Wanju area from December 5, 2007 to January 5, 2008. The result of this study is as follows. First, the restaurant visitors presented different opinions about the competitiveness of Wanju foods and gender-wise differences in their food competitiveness, food information and food choice. This can be translated as men and women had different preferences in how much they spend for eating out and choosing foods. Second, their different age, incomes and jobs also indicated their different preferences. Third, they point out broth, cooked rice, and dessert as the native local menu that must be developed in Wanju area. Among the local menu to be developed were Wanju style mushroom rice, chicken stew, oriental herb duck soup and fruit dessert. The effort to exploit the native local menu of Wanju should contribute to activating the sales of restaurants and further to the economic development of the region.

• Culinary science and hospitality research
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• v.13 no.3
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• pp.137-147
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• 2007

This study aims to provide the preliminary information for developing a local marine product brand of Busan by investigating consumers' preference and behavior when they choose marine products. The results of the study confirm the importance of branding local marine products. Subjects think a brand of marine products plays an important role in their choice of marine products and has positive relationships with credibility, taste, price premium of products. The results also show that consumers' satisfaction with a marine product brand can be significantly influenced by its taste, package design, and price. When asked about developing a new Busan marine product brand, more than 80% of subjects answer that they are likely to purchase its products and even more respondents think developing a brand has a positive impact on the economy of Busan area.

• Journal of the Korean Society of Food Science and Nutrition
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• v.35 no.4
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• pp.456-463
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• 2006

The purposes of this study were to extract choice attributes of bakery cafe customers and to conduct important- performance analysis (IPA) of choice attributes perceived by bakery cafe customers. The questionnaire was developed through literature review and focus group interview, and modified after pilot test. The questionnaires for main survey were distributed to 320 males and females aged 20 and over in Seoul. A total of 275 questionnaires were used for analysis (85.9%) and the statistical analyses were conducted using SPSS Win (12.0) for descriptive analyses, exploratory factor analysis, reliability analysis, and correlation analyses. The main results were as follows. 'Products', 'convenience to use', 'services and price', 'interior environments' 'brand' and 'location' dimensions were extracted as choice attributes dimensions of bakery cafe customers and customers of bakery cafe regarded 'sanitation and cleanness', 'kindness of employees', 'quality of products', 'comfortable and pleasant facilities' and 'taste of bakery products' as more important than other attributes. In addition, the results of IPA showed that marketing managers of bakery cafes should focused on the dimension of 'services and price' in the reason that this dimension was low at performance although customers regarded it very important. Overall, researchers and managers of bakery cafes should understand unique choice attributes of bakery cafe customers, and make efforts to establish marketing strategies that meet bakery cafe customers' needs.

• Journal of the East Asian Society of Dietary Life
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• v.16 no.2
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• pp.156-164
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• 2006

The purposes of this study were to examine bakery cafe use and to identify differences according to gender and age. The questionnaires developed for this study were distributed to 320 males and females aged 20 and over in Seoul. A total of 285 questionnaires were used for analysis(89.1%) and the statistical analyses were completed using SPSS Win (12.0) for descriptive analysis and $x^2-test$. Over 80% of customers used bakery cafes once a month or less, and female customers visited more often than males. The main reasons for using bakery cafe were to chat and then, to buy and eat bakery products. There was a significant difference by age. Average time consumed at a bakery cafe was usually under 1 hour and 30 minutes. Female and younger customers stayed longer than male and older customers, respectively. The majority of customers(85.6%) were accompanied by 2 or less guests and there was no significant difference between the groups. The expenses per person per visit were usually $3,000won{\sim}10,000won$, and the percentage of customers who spent at least 15,000 won was highest in those aged 41 and more. The groups with different gender and age also differed in their choices of products. Customers who are female or under 41 years old used coffees or beverages more often than other group customers. There was no significant difference in understanding on bakery cafe between groups, and 64.9% of respondent answered that they understood bakery cafe as a complex of bakery and cafe. Overall, for early settlement and development of the bakery cafe industry, it seems very important to establish marketing strategy that meets target customers' needs on the basis of understanding their patterns of bakery cafe use.

• Culinary science and hospitality research
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• v.15 no.3
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• pp.15-28
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• 2009

The purpose of this study is to examine customer behavior when choosing event menu at the banquet restaurant of a five-star hotel and analyze the factors of choosing the menu and its customer satisfaction. Based on the results of this study, it is possible for hotel mangers to develop good banquet event menu choices and use them when changing menu. This study adopts the Enter Method, and "t" defines 3 variables such as physiological intent, quality of food, and reasonable price. However, the other factors such as sensory images of food, contents of menu, promotion menu, cleanliness and services prove not to be important variables in this study. Among most important 3 variables, quality of food with the highest figure($\beta$ .416) is the most important variable to customer satisfaction followed by physiological intent ($\beta$ .283) and resonable price($\beta$ .134).

• Korean Institute of Interior Design Journal
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• v.17 no.5
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• pp.166-174
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• 2008

As the use of virtual environment for decision-making interior or architectural design has been increasingly broaden, the choice of media form-physical, objective properties of a display medium-became and important issue to take into consideration. This research deals with the effects and differences between two types of media for a virtual environment; wall projection screen(120") and PC monitor(17"). In addition, efficient adoption of the two media forms was also proposed in this research. A total of 90 subjects participated in pre-designed three experimental groups(A group: experiment with a wall projection screen, B group: experiment with PC monitor, C group: both) and answer the seating preferences, the presence inventory, and the decision confidence using a simulated virtual restaurant environment. The results are as follows: (1) seating preferences for the tables located in frequent traffic area and near other spaces such as restroom and th kitchen are significantly different by the media form. While there is no significant difference found in seating preferences for most tables except high traffic areas near entrances between the two media. This result demonstrates the effects of media type or screen size on user perception for the areas near structural or interior design elements. (2) The presence measure in this research consist of in this research consist of four factors: 'spatial presence,' 'object presence,' 'positive effects,' and 'the factor of negative effects. 'The mean values of the items involving engagement or interaction in the spatial presence factor and the object presence factor are significantly different by the media form. A higher sense of presence of presence was observed in the wall projection screen. (3) PC monitor condition was shown to provide a higher level of decision confidence. Based on the research finding, conclusions and implications are discussed.

• Korean Journal of Community Nutrition
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• v.7 no.2
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• pp.188-198
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• 2002

This study was conducted to compare families eating-out behavior in relation to family life cycle in order to provide basic information on nutritional education about eating-out. The data were collected by the survey method from 440 families who lived in apartment complexes in Kyong-ju and Seoul. The structured questionnaire included items about the frequency of eating out, the choice of eating-out menus, the decision maker of the eating-out process, the attitudes toward eating out and the general characteristics of the families. The major results are as follow: 1) In the cafe of telephone delivery service, and eat-in restaurants, the subjects showed statistical significance (p < 0.01). With respect to telephone delivery service, families in Step II used it most frequently, but families in Step I rarely used it. With respect to eat-in restaurants, families in Step II used them most frequently but families in Step IV rarely used them. 2) In all the family life cycle steps, the most favorable menu was fried chicken for take-out type, Chajang noodles, fried chicken and pizza fur telephone delivery, pizza for internet delivery, raw fish and beef for eat-in restaurant, Docbokki, laver rolled rice and ramyun for convenience flood stores. 3) The wife was most influential in making decisions about the take-out type (p < 0.001). In the case of telephone deliveries (p < 0.001), the wife was the most influential in the families of Steps I and II, but the children were the most influential in the families of Steps III and IV. In the case of eat-in restaurants (p < 0.001), the husband had the most effect on the decision-making process. In the case of convenience flood stores (p < 0.001), the children were the most influential in the families in Steps III and IV. In most family life cycle steps, each of them chose their own meal. 4) from a factor analysis perspective, attitudes toward eating out have been grouped according to two factors, namely 'Advantage' and 'Nutrition'. No factor showed a significant difference among the family life cycle steps.

• Korean Journal of Community Nutrition
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• v.19 no.4
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• pp.342-360
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• 2014

Objectives: This study aimed to develop nutrition education program for consumers to reduce sodium intake based on social cognitive theory (SCT). Methods: The main factors of SCT related to low sodium diet were investigated by using focus group interview (FGI) with 30 women who participated in consumer organizations. Results: The main target groups for the education program were housewives (H), parents (P), and the office workers (OW), for which we considered their influences on other people and the surroundings. According to the results of FGI, in carrying out low sodium diet, 'positive outcome expectation' were prevention of chronic disease and healthy dietary habit, and 'negative outcome expectation' were low palatability of foods, difficulty in cooking meals, and limited choice of foods. The contents of the program and education materials were individualized by each group to raise self-efficacy and behavioral capability, which reflected the results of the FGI. The program included 'salt intake and health' to raise positive outcome expectation. For improving the ability to practice low-sodium diet, the program contained the contents that focused on 'cooking' and 'food purchasing' for H, on 'purchasing and selection of low-sodium food with the children' for P, and on 'way of selecting restaurant menu' for OW. Also the program included 'way of choosing the low-sodium foods when eating out' with suggestions on sodium content of the dishes and snacks. Further, 'dietary guidelines to reduce sodium intake' was also suggested to help self-regulation. Conclusions: This nutrition education program and education materials could be utilized for the community education and provide the basis for further consumer targeted education program for reducing sodium intake.