A study on the Eating Out Behaviors of a Cold Noodle Restaurant Customer

냉면전문점 이용고객의 외식행동 분석

  • Published : 2006.10.31


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.


Eating behavior;cold noodle restaurant(CNR);Korean food;customer;naengmyun


  1. Bae YH, Jinlin Z. 2003. Marketing strategy for Korean restaurants in Florida -Through view of customer's preference, recognition And satisfaction-. Foodservice Management Society of Korea, 6(2): 85-100
  2. Korea institute for youth development. 2002. 한류 현황 개관. 79- 116
  3. Park YR. 2001. A study on the correlative analysis of the price and value for customer satisfaction of Korean restaurants. Tourism Management of Research Organization, 13: 81-94
  4. Korea national statistics office. 2006. 2005 Korean social indicators. http://www.nso.go.kr
  5. Yoon TH. 2005a. Study of the motivation for eating out & selection attributes. Foodservice Management Society of Korea, 8(3): 47-66
  6. Louie E. 2006. Korea's taste of summer is a long, cool slurp. The New York Times, 2006 July 19:5
  7. Um MJ, Ryu MH. 2002. A study on consummer satisfaction with food service purchase behavior. Korean J. Food Culture, 17(5): 543-550
  8. Kim HR, Jang MS. 2005. A study on the quality of Naengmyon Broth -Sensory and microbiological properties by fermentation and addition of Dongchimi. The Culinary Society of Korean Academe, 21(1): 1-11
  9. Lee SA. 2002. A study of customer perceived service quality of Korean traditional restaurants in Gyeongju. Master degree thesis. Kyungju University
  10. Ro HK. 1999. factors in food selections and eating out behavior of college students. Korean J. Dietary Culture, 14(3): 241-249
  11. Shin AS, Roh SB. 2000. Patterns and preference of eating out in Pusan National University area. J. East Asian Soc. Dietary Life, 10(3): 179-189
  12. Baek NK. 2003. (A) Study on consumer's importance and satisfaction about the evaluation criteria of Korean style rib's restaurant. Master degree thesis. Suwon University. Appendix
  13. Byun GI, Cho WJ. 2006. Family restaurant customer's quality evaluation and satisfaction depending on the physical environmental variables. Korean J. Food Culture, 21(1): 51-56
  14. Kim CW, Kim KH. 2004. Study on the food selection by analysing the correlation of perception and consumptions frequency of foods. Korean J. Food Culture, 19(5): 524- 531
  15. Yoon HR. 2005b. The study of dinning-out behavior and preference on Korean foods by age groups. Korean J. Food Culture, 20(5): 608-614
  16. Park JW, Ahn SJ. 2001. A comparativr study on Korean's diningout behaviors classified by age and gender. Korean J. Dietary Culture, 16(4): 276-295
  17. Kim DH, Beik GY. 2005. A study on the eating-out behavior of city wokers(I)- The relationship between general characteristics and eating-out behavior. Korean J. Food & Nutr, 18(3): 241-253
  18. Lee YM, Lee KW, Chang HK. 1996. Eating out behavior and attitude toward Korean foods in adult. Korean J. Dietary Culture, 11(3): 317-326
  19. Seo WS, Baek JA. 2006. A study on the differences in lifestyle concepts of customer's purchase attitude: Brand preference of family restaurant customers. The Korean Academic Society of Tourism and Leisure, 18(1): 161-178
  20. Yoo CH, Kim CY. 2004. A survey on the menu pattern, food and nutrient intake in eating-out establishment of Korean adult. Sangmyung University Institute of Natural Science, 13: 1-22
  21. Kim SY, Kim JY. A study of the patterns and preference of eating out wokers in Jin-ju. Korean J. Dietary Culture, 17(2): 171- 189
  22. Korea restaurant association. 2006. http://www.ekra.or.kr