• Culinary science and hospitality research
• /
• v.8 no.3
• /
• pp.21-37
• /
• 2002

The purpose if this study is to analyze the psychological preference of Family Restaurants and their behavioral characteristic and its segmentation, positioning, new product development and marketing min. Result of analysis, index and type of MBTI psychological preference are related to Family Restaurant Choice attributes intimately. Specially, "Menu composition reflected restaurant image", and "Providing of corresponded value to price"were shows considerable difference according to psychological preference. And "Providing of the corresponded value to price"of Value, Price and Image Factor, indexes, types, including all the other aspects, shows the most considerable difference. Therefore, all market of Family Restaurant when inventing or designing a menu, they should consider restaurant′s concept and image to manage a menu, and keep in mind that all customer take "value"at up most importance.

• Culinary science and hospitality research
• /
• v.23 no.5
• /
• pp.109-120
• /
• 2017

This study aimed to develop Chinese restaurant set menu which was proper to tendency of market segmentation by using conjoint analysis. In order to examine tendency of market segmentation, this study investigated the important factors and effective values of whole market and segment market. First, the study found that whole market and segment market seemed to prefer seafood to meat except Cluster 3 (Gentle demand type). Second, regarding efficiency of attribute level, the study found that crap soup is favored over seafood in both whole market and segment market except Cluster 1 (strong demand type). Third, Cluster 1 (strong demand type) showed a high level of efficiency on menu which is mixed with meat and seafood. In Cluster 2 (middle demand type), there was a high level of efficiency in meat menu. In case of Cluster 3 (gentle demand type), seafood menu showed high level of efficiency. Forth, there was a high level of efficacy in rice and western dessert menu on the result of analysis on whole market and segment market. Therefore, this study suggests that the preference of seafood is more higher than the preference of meat. It means that current customers care their health more than they used to be. According to this study, people who want to develop Chinese restaurant menu should focus on seafood more than meat. What's more, marketers of chinese restaurants have to not only present new awareness and fresh atmosphere but also provide typical composition of set menu for target customers.

• Culinary science and hospitality research
• /
• v.16 no.1
• /
• pp.254-268
• /
• 2010

The purpose of this study is to determine the relative importance of restaurant attributes, preference in choosing a restaurant and to find out differences between segments. The web survey was conducted among 400 customers(aged from 20~39 years old) who lived in Seoul and Kyunggi, Incheon Province, from the period of August 23 to September 4, 2009. The statistical data analyses were performed using SPSS/WIN 12.0 for the conjoint analysis. The main results of this study were as follows : according to the analysis on the attributes and the levels of restaurants, the relative importance of restaurant attributes was assessed in taste (43.46%), price(27.62%), restaurant type(18.49%) and atmosphere(10.44%). Differences were found among three segments by the cluster analysis. Relative importance of restaurant attributes was assessed in price (45.96%), restaurant type(40.00%), taste(11.93%) and atmosphere(2.11%) in segment 1, taste(50.93%), price (33.37%), restaurant type(10.75%) and atmosphere(4.95%) in segment 2 and taste(56.24%), restaurant type (22.60%), price(14.06%) and atmosphere(7.10%) in segment 3. The results of the conjoint analysis indicated that customers preferred a restaurant with 'tasty food & various menu items', 'food priced 10,000~20,000 won', 'calm atmosphere' and 'the type of family restaurant'. The customers in segment 1 preferred a restaurant with 'not tasty food & simple menu', 'food priced more than 20,000 won', 'calm atmosphere' and 'the type of fine-dining restaurant'. The customers in segments 2 preferred a restaurant with 'tasty food & various menu items', 'food priced less than 10,000 won', 'exciting atmosphere' and 'the type of fine-dining restaurant' and the customers in segments 3 preferred a restaurant with 'tasty food & various menu items', 'food priced 10,000~20,000 won', 'calm atmosphere' and 'the type of family restaurant'.

• Culinary science and hospitality research
• /
• v.20 no.1
• /
• pp.89-104
• /
• 2014

The purpose of this study was to investigate the effects of demographic characteristics such as gender, marital status, age, educational level, job and monthly income on the preferred menu classified by type of food, food material, cooking method, taste and food temperature. A survey was performed from the 5th to 10th of January, 2013 among consumers in such places as coffee shops and subway stations located in Daegu and Gyeongbuk region, and finally 307 data sets were used for analysis. The results of analysis showed that the strongest effects of demographic characteristics were observed in preferred menu classified by type of food(i.e. Korean, Western, Chinese, Japanese, buffet, herbal and instant foods), and the differences by marital status, age, educational level, job were statistically significant. In particular, the married consumers tended to prefer Korean and herbal foods, while the unmarried ones preferred western, Chinese, buffet and instant food. Moreover, the younger ones tended to prefer western, Chinese, buffet and instant foods, while the older ones preferred to eat Korean food. The younger unmarried ones liked beef and pork dishes, while the married ones over their forties tended to prefer vegetable dishes. The consumers less than or equal to their thirties tended to prefer roasted and fried foods compared to ones over their thirties.

• Korean journal of food and cookery science
• /
• v.19 no.5
• /
• pp.581-590
• /
• 2003

The purpose of this study was to identify the combinations of factors combinations conferring the highest utility of family restaurants to university students, and establish the relative importance of these factors in terms of their contribution to total utility. 196 of 200 questionnaires were utilized for the analysis. (Eds note: to whom were the questionnaires administered) Frequencies, crosstabs, and the conjoint, max. utility, BTL and Logit models, K-means cluster and one-way ANOVA analysesis, and the Friedman test were the statistical methods used for this study. The findings from this study were as follows: 1) the Pearson's R and Kendall's tau statistics (Eds note: these were not mentioned earlier) show that the model (Eds note: which model is this) fits the data well. 2) it was found that of all the respondents, especially the first and third clusters, regarded both the type of food and the price as very important factors. 3) it was found that all the respondents, especially the third cluster, most preferred a family restaurant (design and simulation) that provided less than 6 fusion and traditional foods. The first cluster most preferred family restaurant (design) that provided over 10 traditional and less than 6 ethnic foods. The second cluster most preferred a family restaurant (design and simulation) that provided over 10 traditional foods. 4) the results of the study have provided some insights into the effective types of family restaurant designs that can be successfully developed by those who manage menu variety, quality and type of food, price, and quality of service to university students dining at family restaurants.