Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on the Preference Analysis according to the Usage Behavior of Grilled Beef Restaurant by Conjoint Analysis

컨조인트분석을 이용한 쇠고기 구이전문점의 이용행태에 따른 선호도분석에 관한 연구

  • 김헌철 (광주대학교 호텔외식조리학과)
  • Received : 2017.05.17
  • Accepted : 2017.06.20
  • Published : 2017.06.30
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Abstract

This study aimed to investigate the preferences for the particular menu depend upon a purpose of the events and a time slot. The study set the 16 imaginary profile of 5 selective attributes by using Conjoint Analysis for the customers who ate out at the grilled beef restaurant. The result showed that most significant factors of preference were a sirloin, Korean beef, a traditional interior design, a rice menu and the amount of marbling, in that order. In addition, the study revealed a high level of relative importance depend on the parts of meat cuts and the most preferred factor of the general customers was a sirloin in selective attributes. Next, the country of origin was important. All events showed the highest preference in the parts of meat cuts like the whole consumer group and there was a high partial value in sirloin for the purpose of the events. However, the prime ribs showed a higher level of relative importance when the customers had light meals or they participated in conferences. At the preference analysis of the important attributes and the level of partial value, the most significant factors were a sirloin, a country of origin, a traditional interior design, a rice menu, and the amount of marbling, in that order both in lunch and dinner. In addition, the study found that the parts of meat, the atmosphere in the restaurant, the quality of beef, dessert, and the country of origin were significant in order at relative importance.

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References

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