Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Customers' Perception and Intention to Purchase Food according to Food Styling

푸드스타일링에 따른 소비자 인식과 음식 구매의도에 관한 연구

  • Yim, Hui-Rang (School of Hospitality & Tourism Management, Kyungsung University) ;
  • Kim, Hak-Seon (School of Hospitality & Tourism Management, Kyungsung University)
  • 임희랑 (경성대학교 호텔관광외식경영학과) ;
  • 김학선 (경성대학교 호텔관광외식경영학과)
  • Received : 2017.04.12
  • Accepted : 2017.04.24
  • Published : 2017.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study aimed to find out how food styling (plating and the size of the dishes) can increase customer purchasing intention, and propose a marketing measure to increase revenue growth and boost image growth after examining perceptions of customers and their intention to purchase food according to the food styling of cream pasta, which is a type of western food item. SPSS 20.0 statistical package program was utilized to run the Paired t-test. As a result, consumers' awareness of the amount of food according to food styling indicated that the amount of food accompanied by vegetables and meat was perceived more than vegetables alone. Second, according to food styling (size of dishes), customers perceived that there was more food with smaller sized dishes. Therefore, in order to increase the level of satisfaction with the amount of food of the customers, it is recommended that the foods which display high calorie content are more highly visible. Moreover, customers' intention to purchase food as well as their perception of the amount of food could also be increased by adjusting the size of containers for food.

Keywords

References

  1. Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356. https://doi.org/10.2307/3151897
  2. Ahn, J., Jun, K., & Kim, H. S. (2015). An exploration of the relationships among brand value, customer satisfaction and behavioral intention in fast food restaurant visitors. Culinary Science & Hospitality Research, 21(5), 14-24. https://doi.org/10.20878/cshr.2015.21.6.002002002
  3. Bagozzi, R., Gurhan-Canli, Z., & Priester, J. (2002). The social psychology of consumer behaviour. McGraw-Hill Education (UK).
  4. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1990). Consumer behavior. 6th ed., Dryden Press, Chicago, IL.
  5. Han, E. K., Kim Y. H., & Moon, H. J. (2005). A study on the effect model of the corporate reputation and the CEO reputation: With focus on Samsung and SK. The Korean Journal of Advertising, 16(2), 125-144.
  6. Joung, H. W., Kim, H. S., Yuan, J. J., & Huffman, L. (2011). Service quality, satisfaction, and behavioral intention in home delivered meals program. Nutrition Research and Practice, 5(2), 163-168. https://doi.org/10.4162/nrp.2011.5.2.163
  7. Kang, E. S., & Chun, B. G. (2008). A comparative study on the job requirements and curricula for food coordinators and food stylists. Culinary Science & Hospitality Research, 14(4), 317-328. https://doi.org/10.20878/cshr.2008.14.4.025025025
  8. Kang, K. O., Shin, M. H., & Kim, B. H. (2011). A study on the recognition and satisfaction of food styling for cooks in a deluxe hotel. Culinary Science & Hospitality Research, 17(3), 76-88. https://doi.org/10.20878/cshr.2011.17.3.006006006
  9. Kim, D. S., & Suh, K. Y. (2011). The effect of restaurant choice attributes on consumption emotion and customer satisfaction. Journal of Foodservice Management Society of Korea, 14(1), 115-136.
  10. Kim, H. J., & Lee, D. I. (2009). Moderating effect of customer traits, relationship characteristics and marketing competence on customer satisfaction-repurchase intention-repurchase behavior. Journal of Commodity Science and Technology, 27(2), 145-156.
  11. Kim, I. H., & Han, K. S. (2009). A study for the menu color combination in each food products. Journal of the Table & Food Coordinate, 4(1), 15-24.
  12. Kim, J. S. (2012). Lessening programs for the information asymmetries and perceived risk of parallel imports. Journal of International Trade and Insurance, 13(2), 47-67.
  13. Kim, J. W. (2012). Study on visualization of the taste and colors of tableware. Journal of Korean Society of Color Studies, 26(3), 107-119.
  14. Kim, S. H. (2006). A study on the customer's satisfaction of the tableware on foodstyling using fuzzy cognitive maps. Journal of the Korean Society of Food Culture, 21(6), 571- 576.
  15. Kim, S. H., & Kim, S. H. (2013). Relationship between the image of taste and the foodstyling design: Focusing on the Korean menu colors. Journal of Foodservice Management Society of Korea, 16(2), 119-140.
  16. Kim, S. I., & Park, Y. J. (2012). The actual condition inve stigation and improvement plan on plating tteokgalbi of the Dam-Yang. Journal of the East Asian Society of Dietary Life, 22(1), 323-333.
  17. Kong, H. J., & Kim, S. H. (2014). A study on the analysis of the correlation between western menu foodstyling design and taste image. Journal of Foodservice Management Society of Korea, 17(5), 33-54.
  18. Kukar-Kinney, M., Xia, L., & Monroe, K. B. (2007). Consumers' perceptions of the fairness of price-matching refund policies. Journal of Retailing, 83(3), 325-337. https://doi.org/10.1016/j.jretai.2007.03.005
  19. Lee, Y. M., & Kim, S. H. (2014). The influence of food styling features on the preference for Korean dishes. Journal of Foodservice Management Society of Korea, 17(1), 219-236.
  20. Macintosh, G. (2007). Customer orientation, relationship quality, and relational benefits to the firm. Journal of Services Marketing, 21(3), 150-159. https://doi.org/10.1108/08876040710746516
  21. Moon, H. Y., & Jin, Y. H. (2007). Study on the perception of the role of food coordinator: Focusing on the restaurant employee. Journal of Foodservice Management Society of Korea, 10(2), 249-265.
  22. Na, T. K., & Jin, Y. H. (2007). The effects of menu products' price presentation on value perception, purchase intention and search intention. Journal of Foodservice Management, 10(2), 31-49.
  23. Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of Consumer Research, 14(4), 495-507. https://doi.org/10.1086/209131
  24. Park, J. S., & Choi, S. K. (2008). A study on the expectation factor of female customers about the role of a food coordinator. Culinary Science & Hospitality Research, 14(4), 244- 256. https://doi.org/10.20878/cshr.2008.14.4.019019019
  25. Park, J. Y. (2009). Research reports : A study on the influence of ceramic tableware`s design elements upon users' sensitivity. Journal of the Korean Society of Design Culture, 15 (1), 123-135.
  26. Park. S. Y., & Yoo, T. S. (2012). The deduction of visual attributes of foodstyling from the view of floral design. Korea Society of Floral Art & Design, 26, 3-34.
  27. Park, Y. J., & Pan, Y. H. (2015). A study on the service design process for creating the seeds of the business : Based on the lean startup methodology. Journal of Digital Design, 15(4), 63-72.
  28. Ryu, M. H. (2011). A study on satisfaction with food coordination in a university cafeteria. Culinary Science & Hospitality Research, 17(4), 88-103. https://doi.org/10.20878/cshr.2011.17.4.007007007
  29. Son, J. M., Lee, E. J., & Kim, H. S. (2016). Perceived value, importance of nutrition information, and behavioral intention for food tourism in Busan. Culinary Science & Hospitality Research, 22(1), 135-140. https://doi.org/10.20878/cshr.2016.22.8.012012012
  30. Walter, U. (2008). The meeting aspect and the physical setting: Are they important for the guest experience? Journal of Foodservice, 19(1), 87-95. https://doi.org/10.1111/j.1745-4506.2007.00085.x
  31. Yim, H. R., & Kim, H. S. (2016). The study of behavioral intention of environmental friendly agricultural products choice in consumer by using theory of planned behavior. Journal of Foodservice Management Society of Korea, 19 (1), 201-221.
  32. Lim, H. R., Lee, S. M., & Kim, H. S. (2015). Positioning strategy of global franchise coffee shop's brands in Busan, Korea. Journal of Tourism Sciences, 39(3), 195-206. https://doi.org/10.17086/JTS.2015.39.8.195.216
  33. You, S. Y., & Yin, H. Y. (2008). A study of consumer attitude and purchasing behavior toward organic food and genetically modified food. Korean Journal of Agricultural Management and Policy, 35(1), 141-164.