Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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An Examination of the Multiple Dimensions of Price Perception Among Restaurant Customers

레스토랑에서 소비자가 지각하는 가격인지차원의 타당성 검증

  • Kim, Young-Gab (Department of Hospitalty & Tourism Management, Hanyang Cyber University) ;
  • Hong, Jong-Sook (Mareconse Group) ;
  • Kim, Mun-Ho (Department of Hotel Foodservice & Culinary Arts, JEI University)
  • 김영갑 (한양사이버대학교 호텔관광경영학과) ;
  • 홍종숙 ((주)마리콘스그룹) ;
  • 김문호 (재능대학교 호텔외식조리학과)
  • Received : 2009.12.31
  • Accepted : 2010.04.01
  • Published : 2010.04.30
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Abstract

This study focuses on testing the validity of dimensions of restaurants' menu prices. In addition, the effect of demographic variables on the perception of each price dimension was investigated. The subjects were people living in the capital region who have, at least on occasion, gone to family restaurants. The data were collected by self-administered questionnaires and analyzed by factor analysis, reliability analysis, confirmatory factor analysis, and the ANOVA t-test. The results were that consumers' perception of restaurant menu prices is not uni-dimensional, but has six dimensions: price-price schema, pricequality schema, value consciousness, low price proneness, price mavenism, sales proneness. Demographic variables partially affect the consumers' perception of each menu price dimension. The result of the t-test examining dimensions of price according to the demographic characteristic was that females have a higher sales proneness than males. The t-test result according to marriage indicated that married people were higher in price-price schema and quality proneness than unmarrieds. ANOVA according to age indicated that people between ages of 20 to 29 have a higher quality proneness than those of other ages.

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References

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