• 농촌지도와개발
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• 제28권2호
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• pp.85-98
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• 2021

This study aims to examine consumer types based on pet food selection attributes and to analyze the differences in consumer characteristics by those types. In this study, the researcher uses k-means cluster analysis and crossover analysis to determine market segmention, and then analyzes the resultant characteristics by categorizing consumers. A total of 202 cases are used for this study. First, the selection attributes are classified into the six factors of credibility, quality, design, convenience, information, and price. Second, the clusters are categorized into the four clusters, which are designated pet food lower-involvement type, pet food information- and price-seeking type, pet food convenience-seeking type, and pet food higher-involvement type. Third, these four groups exhibit statistically significant differences in terms of occupational variables, number of pets, and purchase frequency. The results of this study may provide helpful information in establishing customized, market-based marketing strategies based on the characteristics of pet food consumers.

• 산경연구논집
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• 제9권2호
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• pp.57-63
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• 2018

Purpose - This research examined the effect of hedonic and utilitarian eating-out motivations on the evaluation of restaurant selection attributes in a fashion premium outlet. Additionally, the influence of experimental and functional attributes on customers' preference for hedonic eating-out motives and utilitarian eating-out motives, and variation of moderating effects through the gender was examined. Research design, data, and methodology - A survey was conducted to verify the established research hypothesis. The questionnaire items for the research were modified to fit the situation of the present study. In order to elaborate the questionnaire, the literature of the previous researchers was reviewed and supplemented. The survey conducted 207 online questionnaires for consumers who have visited domestic fashion premium outlets from July 4, 2017 to July 27, 2017. A total of 207 questionnaires were collected, and a total of 206 questionnaires were used for the empirical analysis after excluding one inappropriate response. In order to verify the reliability and validity of the measured variables, exploratory factor analysis and reliability analysis were performed using SPSS 20.0. Next, the structural equation model (SEM) statistical method was used to test the hypotheses of the study. Results - Hedonic motivation had more influence on experimental attribute importance than the functional attribute importance of the restaurant. However, this result was different depending on the gender. The effects of hedonic motives on empirical attributes were more influenced by female groups, and when influencing functional attributes, male groups were more influenced. However, it was statistically significant (p <0.05) in the female group only when the hedonic eating out motives influenced empirical attributes. Conclusions - This study analyzed the effect of eating-out motivation on the restaurant preference attributes and suggested practical implications. First, customers with hedonic eating-out motivations were evaluating experiential attributes to be more important than functional attributes. Second, for customers who are motivated to use practical eating-out habits, companies should provide services that meet practical and economic needs. In particular, female customers visiting restaurants need differentiated marketing strategies that make them feel new experiences rather than practical ones. In addition, it is necessary to study more complex and integrated studies which will influence restaurant selection attributes of premium outlets customers by adding various eating out motives and selection attributes.

• 한국식생활문화학회지
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• 제28권2호
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• pp.195-203
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• 2013

The aim of this study was to provide strategic implications for the coffee market in which competition got severer through IPA analysis based on the attributes of selection of a specialized franchise coffee shop. The results of a positive analysis conducted with undergraduates in their twenties were as follows: According to the evaluation of the importance of the attributes of selection of a specialized coffee shop, the most important were 'cleanliness and hygienic facilities inside the shop (6.09)' and 'taste and quality of the menu (coffee) (6.09)'. According to the performance analysis, those showing the highest performance were 'brand image (4.92)' and 'cleanliness and hygienic facilities inside the shop (4.92)'. According to the result of IPA analysis, what customers regarded as being the most important were 'taste and quality of the menu (coffee)', 'kindness of the staff', and 'cleanliness and hygienic facilities inside the shop', and, in fact, they showed great performances as well. However, 'price of the menu (coffee)' was regarded as being important but did not indicate a great performance; therefore, they showed dissatisfaction with it. Although they did not think 'environment around the shop', 'brand image', 'brand recognition' or 'interior size and scale of the shop' were important, the attributes did not appear to show great performances. Therefore, we need constant maintenance strate gies regarding the fact that consumers are considered to be very important for evaluation, and should make efforts to change the price in advance.

• 한국조리학회지
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• 제16권3호
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• pp.94-113
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• 2010

문화 관광 축제에 대한 많은 선행 연구가 진행되었으나, 축제장에서 판매되고 있는 음식 메뉴에 대한 연구는 많이 진행되고 있지 않은 실정이다. 축제에서 음식의 중요성을 감안해 볼 때 관람객을 만족시키는 주요 선택 속성을 도출하는 것은 매우 중요한 일이라 할 수 있다. 이에 본 연구에서는 FGI를 통해 도출된 선택 속성을 바탕으로 컨조인트 분석방법을 이용하여 그 중요성에 대해서 분석하였다. 먼저 가격은 가장 영향력 있는 변수로 분석되었으며 주문후 음식을 받는데 걸리는 시간, 메뉴, 장소의 순서대로 분석되었다. 또한 군집분석을 통하여 두 개의 군집으로 구분한 후 각각의 군집에 대하여 분석한 결과 두 군집 중 많은 수의 응답자가 포함된 군집 1의 경우에는 가격 요인(31.62%)이 가장 우선시 여기고 있으나, 군집 2에서는 음식 제공 소요 시간(31.07%)이 가장 중요한 요인으로 분석되고 있어 약간의 차이를 나타내고 있다. 이러한 연구 결과를 토대로 축제 음식 메뉴에 대한 다양한 시사점을 제시하고 있다.

• 한국식생활문화학회지
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• 제33권4호
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• pp.394-401
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• 2018

This study was conducted to investigate the effects of health lifestyle on high protein snack selection attributes and purchase behaviors among individuals aged 20-30 with high protein snack intake. In addition, the relationship between perception, attitude, satisfaction and recommendation of high protein snacks was invested. Finally, this study aims to provide basic information for marketing high-protein snacks and customized high protein snacks. Analysis of the selection attributes most important for healthy lifestyle, revealed significant differences among all groups excluding the external seeking group (p<0.001). The free living group regarded trust as one of the most important attributes of high protein snack selection, and both the tempered control group and the low-interest group found sensation and price factor to be important. Therefore, when developing high-protein snacks, it is important to determine which attributes of the snack will be highlighted by segmenting the consumer into health lifestyles. Focusing on what ingredients are used to develop high-protein snacks and nutritional ingredients is also important when targeting a free lifestyle group as the main customer. In addition, developing snacks that do not offer depending on the protein content is important when targeting a temperate management group or a low-interest group.

• 디지털융복합연구
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• 제15권6호
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• pp.467-479
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• 2017

이 연구는 골프의류 선택속성과 고객만족, 브랜드태도 및 재구매의도의 관계를 구명하는데 그 목적이 있다. 이러한 연구목적을 달성하기 위하여 골프의류 소비자들을 모집단으로 하고 골프학과 학생과 골프의류 매장을 방문한 고객 총 220명을 대상으로 편의표집법에 의해 표본을 추출하였다. 그 중 신뢰성이 결여된 16부를 제외한 204명의 자료를 사용하였다. 조사도구는 전문가들에 의해 타당도와 .826-.945 수준의 신뢰도를 갖춘 설문지를 사용하였다. 그 결과 첫째, 골프의류 선택속성 중 심미성과 일상성 요인이 고객만족에 정(+)적 영향을 미쳤다. 둘째, 고객만족은 브랜드태도에 정(+)적 영향을 미쳤다. 셋째, 고객만족이 재구매의도에 정(+)적 영향을 미쳤다. 그러므로 골프의류기업은 소비자들이 중요시하는 선택속성이 무엇인지 파악하여 효과적인 전략을 마련해야 할 것이다.

• 한국식품조리과학회지
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• 제28권1호
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• pp.33-40
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• 2012

The purpose of the study is to examine the importance and performance degrees between Selection Attributes of American beef by IPA(Importance-Performance Analysis) for university students in Seoul and Gyeonggi Area. A total of 590 questionnaires were distributed, and 481 questionnaires were used in the study (81.5% of response rate). According to the IPA results of 12 selection attributes for American beef, the selection attributes with relatively low satisfaction but high importance(II quadrant) were 'country of origin', 'safety', 'cleanliness and hygiene'. The factor to be improved relatively through to the results of IPA was consumer confidence factor ('country of origin', 'safety', 'cleanliness and hygiene') and it was confirmed that university students had a low satisfaction in large degrees compared to the significance of American beef. Therefore, recovery of consumer confidence of American beef is urgent as well as the need to increase satisfaction of consumers. From now on, based on these results, it is considered that many efforts are necessary to increase the trust of consumers by planting awareness that American beef is safe by setting institutional conditions to vitalize purchase of American beef. Moreover, it is considered that these efforts would be significant for the vitalization of restaurants with beef as their main menu, and vitalization of consumption of Korean beef as well as American beef henceforth.

• 한국식품영양학회지
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• 제29권5호
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• pp.643-654
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• 2016

The purpose of this study was to investigate the purchasing behavior and selection attributes for Home Meal Replacement (HMR) and to identify the selection attributes affecting purchasing frequency and purchasing costs of married women living in a city. Among 837 questionnaires distributed to HMR married women consumers, 752 complete questionnaires (89.8%) were analyzed. The younger married women group showed higher frequency of purchasing HMR than the older age group. The 20s and 30s age groups showed higher purchasing costs for HMR than the 40s and older age groups. A higher proportion of employed married women purchased HMR three or more times per week and spent an average of more than 20,000 won per purchase in comparison with unemployed married women. HMR selection attributes were classified into five factors: 'taste and sanitation', 'economic efficiency', 'health and nutrition', 'convenience', and 'reliability and awareness'; mean scores of these factors' importance levels were 4.28, 3.93, 3.59, 3.54, and 3.50 out of 5 points, respectively. The importance level of 'taste and sanitation' factor was significantly greater as married women's age decreased. However, the importance level of 'health and nutrition' factor was significantly greater as married women's age increased. The results of the logistic regression analyses indicate that the 'taste and sanitation' and 'health and nutrition' factors affected frequency of purchasing HMR. The 'reliability and awareness' factor had the most significant impact on cost per purchasing HMR. Therefore, a product differentiation strategy according to married women's age and employment status should be applied. Product qualities and brand value should be improved to enhance competition in the HMR market.

• 한국조리학회지
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• 제16권1호
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• pp.24-37
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• 2010

본 연구는 한식 레스토랑 이용 경험이 있는 중국 고객들을 대상으로 한식 레스토랑을 이용할 때 중요하게 생각하는 요인과 고객 만족에 영향을 미치는 요인을 분석하였는데, 다음과 같은 결과가 나타났다. 첫째, 연령, 결혼 여부, 교육 수준, 직업, 월 가계소득에 따라 한식 레스토랑 선택 속성의 중요도에 유의한 차이가 나타났다. 둘째, 연령, 결혼여부, 직업, 월 가계소득에 따라 한식 레스토랑 선택 속성의 만족도에 유의한 차이가 나타났다. 셋째, 한식 레스토랑 선택 속성의 중요도요인 중 가치 및 서비스 요인과 음식요인은 고객의 전반적인 만족도에 유의한 영향을 미치고 있는 것으로 나타났다. 넷째, 한식 레스토랑 선택 속성의 만족도요인 중 음식 및 가격요인, 분위기 및 서비스 요인은 고객의 전반적인 만족도에 유의한 영향을 미치고 있는 것으로 나타났다. 이를 바탕으로 한국 외식업체들이 목표 시장을 설정하거나 그에 맞는 업체의 컨셉을 정할 수 있는 실무적인 시사점을 제공할 수 있을 것으로 사료된다.

• 한국콘텐츠학회논문지
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• 제21권9호
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• pp.322-332
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• 2021

본 연구는 호텔 미쉐린가이드 레스토랑의 선택속성이 고객행동의도 간의 영향 관계와 호텔 브랜드이미지를 변수를 투입함으로서 조절효과가 있는지에 대한 영향관계를 규명하고자 하였다. 최근 서울지역 호텔 내에 입점하고 있는 호텔 미쉐린 레스토랑을 경험해본 고객을 대상으로 편의표본추출을 사용하였으며, 2020년 7월 1일부터 부터 약 60일간 진행되었다. 선행연구를 통해 구성된 설문도구는 서울지역 호텔 내의 위탁 운영 중인 미쉐린 레스토랑을 경험해본 고객을 대상으로 배포하였으며, 수집된 유효표본 287부를 SPSS 22.0을 사용하여 통계처리 하였다. 본 연구의 실증분석결과 선택속성의 요인 중 물리적환경, 음식품질, 서비스품질, 편리성은 고객행동의도 간에 유의한 정(+)의 영향이 있는 것으로 나타났으나, 가격공정성은 영향관계가 없는 것으로 나타났다. 마지막으로 선택속성과 고객행동의도 간의 상호작용변수를 투입함으로서 물리적환경과 서비스품질 변수에 조절효과가 있음을 발견하였다.