• Korean Journal of Community Nutrition
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• v.11 no.2
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• pp.253-260
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• 2006

The purpose of this study was to suggest menu pricing strategy based on understanding about customer perceived value of products and services. The technique known as PSM (Price Sensitivity Measurement) was used for analysis of price sensitivity for 3 menu items of a family restaurant in Seoul. A questionnaire was developed through literature review and modified after pilot test. Questionnaires for the main survey were distributed to 250 customers on their visit to the restaurant, and a total of 138 questionnaires were used for analysis (55.2%). The statistical analysis of price sensitivity was conducted using PSM, and descriptive analyses were conducted using SPSS Win (12.0). The main results of this study were as follows: the price sensitivity of beef tenderloin steak was higher than two other menus and the stress range of teriyaki chicken was almost 0, that is, the price sensitivity of teriyaki chicken was very low. Present menu prices of 3 menu items were within the range of acceptable prices, but had some distances from the optimal pricing point. From the result of this study, it was concluded that price adjustment or price promotion strategy would be effective for increase in sales of beef tenderloin steak, and marketing strategies to enhance consumers' perceptions of value should be conducted for all menu items by situations. Overall, PSM technique could be a helpful tool for researchers and managers of foodservice organizations to understand how consumers' perceptions of value are affected by the interaction of price and quality.

• Journal of the Korean Society of Food Culture
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• v.21 no.2
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• pp.187-192
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• 2006

This study is to investigate the recognition and preference of tofu food among general consumers and housewives in order to develope new tofu menu. The questionnaires are consisted of general questions, style of dining out, frequency of dining, health status, preference of tofu, reason for prefer tofu. A total of 262 questionnaires were analyzed for statistical analysis. The statistical analysis was completed using SAS program (Version 8.2) for descriptive analysis and ${\chi}^2\;-test$. Main results of this study were as follows: Most of the respondents prefer Korean food, 70% of the respondents are general consumers while 73.5% of the respondents are housewives. The frequency of dining out was 1-2 times per week. The two groups bought pre-cooked food one to two times per week. Fourity seven percent of the general consumers and 50% of housewives did not like the taste of tofu due to plain flavor. The respondents overall preferred many different ways to prepare tofu dishes. The results also indicated that tofu dishes are used as side-dishes. Thirty three percent of house wives had tofu with miso soup and pan-fried tofu, while 29.6% of the general consumers had soft tofu stew. 34% of the general consumers preferred stuffed tofu with shrimp, while 35.5% of the housewives liked it. 17% of the general consumers liked grilled tofu with crab meat sauce while only 14.5% of the housewives preferred the menu. Tofu teriyaki was preferred among 8.2% of the general consumers while 13.2% of the housewives liked tofu teriyaki.

• Journal of the Korean Society of Food Culture
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• v.31 no.2
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• pp.149-160
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• 2016

This study utilized importance and performance analysis (IPA) in order to improve and plan tangible (menu) and intangible (service) products at dumpling shops. Menu attributes for tangible products were classified into sensory factor, health factor, hygiene factor, and external factor. Attributes for intangible products were classified into response factor, visual factor, spatial factor, package factor, and promotion factor. In IPA analysis of tangible products, sensory factor and hygiene factor were located in Quadrant I (Keep up the good work). Health factor was located in Quadrant III (Low priority for management) and the external factor was located in Quadrant II (Possible overkill). In IPA analysis of intangible products, response factor and visual factor were located in Quadrant I, whereas promotion factor was located in Quadrant III. The attributes related to kindness of staff and space for customers in the store were more important, but due to their low performance level, they were located in Quadrant IV (Concentrate management here). Thus, the product planner should improve attributes of the related product immediately. As a result, the development of competitive products within the market is possible.

• Culinary science and hospitality research
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• v.9 no.1
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• pp.81-100
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• 2003

This study performed a analysis of customer purchasing behavior in family restaurant. The type of family restaurant marketing activity was classified to free gift promotion, special menu promotion, discount promotion, membership program, coupon, co-marketing promotion were assumed to stimulus. The awareness of stimulus and exposure, attention, comprehension process was assumed to attraction and the contribution of stimulus was assumed to satisfaction on this study. A sample of study is assigned women customers are core customer group not family restaurant but all of industry. The study has showed co-marketing is the most outstanding marketing activity in family restaurant all of aspects and the awareness and attraction of co-marketing is higher than satisfaction. A result of t-test for awareness and attraction of discount and coupon promotion is attended. Attraction of them is higher than awareness. But satisfaction of them is lower than attraction means that family restaurants should makes an effort to develop the customer satisfaction to ensure customer loyalty through the discount and coupon promotion. On one-way ANOVA of awareness, attraction and satisfaction by age, discount and coupon promotion is related to it Speciality as low age as sensitive in awareness, attraction, satisfaction of discount promotion.

• Journal of the East Asian Society of Dietary Life
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• v.21 no.6
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• pp.924-933
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• 2011

The purpose of this study was to investigate meal service conditions in child education centers as well as the satisfaction and preference levels of preschoolers. Preschoolers' menu preferences for bab, miyeokguk, baechu-kimch, jajangmyeon, and yogurt were all high. There were also high preferences for jjim, jorim, bbokkum, and tugim. Attention articles meal service strong concern for check family communication tools, and parents had passive for frequency of giving parent's opinion. The variables that influence on importance to meal service were purchased a fresh groceries, balance nourishment for preschooler and meal service menu for kid's health promotion when ranked. The variables that influence on satisfaction to meal service were hygiene education, mealtime and place, equipped with a sanitary feeding facilities and purchased a fresh groceries when ranked.

• Culinary science and hospitality research
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• v.6 no.3
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• pp.425-442
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• 2000

The main purpose of this study is to propose that Beverage sales should be step-up in Family Restaurant. To achieve the purpose of this study theoretical and empirical approaches were used. In review of theoretical background, basic concepts and characteristics of beverage were studied. For empirical study, three Family Restaurant in Korea was selected and analyzed the beverage sales which classified to Liquor, Beer Wine and Non-alcoholic beverage. Based on it, I suggest a plan of beverage sales step-up of Family Restaurant as follow. First, keep the appropriate valance of the whole item: non-alcohol and alcohol item. Second, develop the menu should be effect beverage sales. Third, through the promotion and event the restaurant should derive the customer to purchasing behavior. Fourth. server can accommodate and offer the information of food and beverage menu that can evoke the customer's attention.

• Journal of the Korean Society of Food Culture
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• v.21 no.5
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• pp.507-515
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• 2006

This study was to analyse the eating out behaviors of customers who visit a Koran restaurant especially focused on CNR(cold noodle: naengmyun restaurant) and to find out the marketing promotion points. Through the snowball sampling, 423 customers data were surveyed in summer and winter as respects of seasonal variation. The collecting data were analysed descriptive data and statistical different using the Statistical Package for the Social Science(SPSS version 10.0). The results were as follows; The participants of the study were composed of 209 man(49.4%) and 204 woman(50.6%). Most customers were 30's(36.2%), office worker(27.5%) and spend 5,000${\sim}$10,000 won(46.3%) for eating out. The consumer more preferred a specialty restaurant, the reason was to expect better taste(37.1%). In visiting CNR, the customer frequently ordered complement menu(90.1%) with cold noodle, complement menu should be developed periodically. The important factor to visiting CNR was the accessing convenience for the shop and desirable taking time was within 15 minutes. The buckwheat noodle in broth(mulnaengmyun) was the most favorite selecting menu. And the noodle texture was key evaluation factor in all types of cold noodle and the other factor was different according to the types of cold noodle. The visiting frequencies of CNR were not significantly different according to seasonal variation and sociodemographic variable. Above the half of customers visited at CNR with his/her family. This study find out the suggestion that consumer eating concepts about CNR was family eating therefore the cold noodle. specialty restaurant should be create more delight atmosphere and developed menu for families' eating out place.

• The Korean Journal of Franchise Management
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• v.13 no.2
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• pp.1-15
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• 2022

Purpose: The globalization of the Korean restaurant franchise industry differs from the business performance of enhancing the brand image and customers' intention to revisit depending on the degree of localization marketing. Therefore, it is necessary to consider the extent to which the localization marketing activities of overseas Korean restaurant franchise companies affect the customer's perception. This study aims to investigate the effects of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) of Korean restaurant franchise companies on customer revisit intention. Research design, data, and methodology: For this study, 150 questionnaires using local Korean restaurants in Beijing, China, were analyzed using SPSS Ver.21 and AMOS Ver.22. Result: It was confirmed that the localized menu, localized service experience, and localized physical environment all affect the intention to revisit customers. Based on these verification results, if overseas franchises fully recognize localization marketing, which is an important factor for local business success, and establish localization strategies, they can gain an edge in competition with local Korean restaurants or restaurant franchises founded by locals. There may be a higher probability that However, it was found that localization price and localization promotion had no mediating effect of brand image between revisit intention and revisit intention. It was found that it had no effect on the degree of inquiry and had a negative effect. Conclusions: Due to the impact of the COVID-19 pandemic, there have been many changes in the domestic and overseas food service industry over the past two years. Therefore, in future research, it is necessary to study the localization of overseas Korean restaurant franchise companies that are more multidimensionally subdivided. Various measures of customized localization marketing for optimal regional characteristics should be developed and applied to enhance customer revisiting and brand image of Korean restaurant franchise companies entering overseas. In the future, this study will be meaningful data for the establishment of localization marketing (Localized Menu, Localized Price, Localized Service Experience, Localized Promotion, Localized Physical Environment) strategies for Korean restaurant franchise companies that consider overseas expansion or have already entered.

• Korean journal of food and cookery science
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• v.25 no.6
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• pp.663-670
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• 2009

The domestic foodservice and restaurant industries have been rapidly growing. Therefore, it is necessary for restaurants to analyze the demands and desires of their customers according to internal attributions, and to understand how these may change in the future. To explore the internal attributions of individuals, such as personality, this study examined differences between the promotion and prevention focuses of 'Self-Regulatory Focus Theory'. Based on this theory, hypotheses were prepared and two experiments- & -were performed to assess the hypotheses. showed that consumers who had a promotion focus were interested in the following factors: events, advertisement images and taste; whereas those with a prevention focus concentrated more on factors related to comfortoriented qualities, such as reputation and price satisfaction. In , after performing situational regulatory focus manipulation with the subjects, there were different results between promotion and prevention: in the promotion focus, when a prevention focus was induced, subjects concentrated more on price satisfaction, reputation, highly nutritious menu, and sanitary conditions; whereas in the prevention focus, when a promotion focus was induced, they concentrated on advertisement images, events, and restaurant atmosphere.

• Culinary science and hospitality research
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• v.7 no.1
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• pp.35-56
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• 2001

The purpose of this study is to found out that how well yield management, the element of Marketing mix possible to control, is composed and is conducted in strategic level in Italian Restaurant of domestic Hotel and that how much menu which is the element of Yield management contributes to growth of sales. As a result of this research, it is found out that all of three hotels have a different characteristic promotion hold by 10% in F/B. By that reason, out saucing is need to hotel management, but Restaurant should be activated continuously.