Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on the Development of Set Menu according to Market Segmentation of Chinese Restaurant

중식당의 시장세분화에 따른 세트메뉴 개발에 관한 연구

  • Kim, Hyun-Duk (Dept. of Hotel Foodservice & Culinary Arts, Daegu Mirae College)
  • 김현덕 (대구미래대학교 호텔외식조리과)
  • Received : 2017.07.27
  • Accepted : 2017.08.22
  • Published : 2017.08.31
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Abstract

This study aimed to develop Chinese restaurant set menu which was proper to tendency of market segmentation by using conjoint analysis. In order to examine tendency of market segmentation, this study investigated the important factors and effective values of whole market and segment market. First, the study found that whole market and segment market seemed to prefer seafood to meat except Cluster 3 (Gentle demand type). Second, regarding efficiency of attribute level, the study found that crap soup is favored over seafood in both whole market and segment market except Cluster 1 (strong demand type). Third, Cluster 1 (strong demand type) showed a high level of efficiency on menu which is mixed with meat and seafood. In Cluster 2 (middle demand type), there was a high level of efficiency in meat menu. In case of Cluster 3 (gentle demand type), seafood menu showed high level of efficiency. Forth, there was a high level of efficacy in rice and western dessert menu on the result of analysis on whole market and segment market. Therefore, this study suggests that the preference of seafood is more higher than the preference of meat. It means that current customers care their health more than they used to be. According to this study, people who want to develop Chinese restaurant menu should focus on seafood more than meat. What's more, marketers of chinese restaurants have to not only present new awareness and fresh atmosphere but also provide typical composition of set menu for target customers.

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References

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