• Culinary science and hospitality research
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• v.18 no.4
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• pp.47-58
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• 2012

This study, targeting the students of "K" university in Busan City area, was performed to draw the groups by food-related lifestyle types and to identify the correlation between each group's attributes of selecting places to eat out and obesity index. The purpose of the study was achieved by means of the PASW Statistic 18.0(Predictive Analytics Software) which conducted frequency analysis, factor analysis, reliability analysis, t-test, ${\chi}^2$-test, non-hierarchical cluster analysis and ANOVA. It turned out that the male university students were 175.59 cm tall and weigh 69.53 kg on average. And the female university students showed their average height of 162.81 cm and weight of 53.42 kg. When examined by the body mass index(BMI), male students were composed of 1.7% of underweight, 64.6% of normal weight, 19.7% of overweight and 14.0% of obese. As for the female students, 22.9% were classified as underweight, 62.7% as normal weight, 8.5% as overweight and 5.9% as obese. The food-related lifestyle categories were divided into five factors; health seeking type, safety seeking type, mood seeking type, taste seeking type, and western food seeking type. The four attributes of selecting places to eat out included quality of food and service, price reasonableness, accessibility and atmosphere, and experience to have eaten. With regard to food-related lifestyle, the groups were named by cluster 1 [careless diet group], Cluster 2 [health oriented group], and cluster3 [careless healthcare group]. In terms of the correlation between the clusters by food-related lifestyle and their attributes of selecting places to eat out, Cluster 1 had a high mean value in experience to have eaten, Cluster 2 quality of food and service, Cluster 3 accessibility and atmosphere.

• The Journal of the Korea Contents Association
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• v.20 no.7
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• pp.576-584
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• 2020

The effect of conducted using Q research method, which is one of qualitative analysis methods that can approach in-depth and essential meaning of Spanish restaurant's perception of dining out consumers. The purpose of this study is to classify Spanish restaurant's perceptions of catering consumers by type, to find out the characteristics among them, and to suggest future improvement directions. An exploratory study was conducted using Q-methodology to analyze the subjective perceptions of restaurant customers in Spanish restaurants. To this end, the Q-sort, which consists of a statement card, a P-sample, and a classification process, was analyzed through Q factor analysis using the PC QUANL program. The results were classified into two types. Type 1 (N=10): Spanish restaurant preference, Type 2 (N=7): The name of the factor was set as the type of professionalism in Spanish restaurants. Each type was found to have different characteristics. Each subjective perception detected through this analysis can be used as basic data for various studies.

• The Journal of the Korea Contents Association
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• v.18 no.2
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• pp.396-404
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• 2018

The purpose of this study is to do the subjective research on how the designation of reasonable price restaurants has an influence on customers' visits to those places and to find out how much the government support policy affects the customers. For these, researchers chose and conducted Q methodology known as Q sort for the analysis of the subjective views of customers to visit the restaurants with a designated resonable price. The analysis work will be conducted in the way that the respondents sort the statement cards. In this process, P samples will be chosen among the statements written by Q target population. Q-sort produced among classified samples is going to be analyzed through Q factor analysis using PC QUANL program. The results can be summarized as follows. customers divide into 4 types. Firstly, type 1 (N=5) is the people who pursue the quantity on value for money. Secondly, type 2 customers (N=2) prefer foods with good taste on value for money. Thirdly, type 3 ones (N=2) put a great value on cleanliness. Finally, type 4 ones (N=1) pursue foods with certification mark. The result shows that each has the unique features, respectively. Each subjective opinion derived from the research looks forward to becoming the foundation for further and various study and being applied to restaurants support policy that the government leads to.

• Journal of Digital Convergence
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• v.14 no.4
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• pp.185-192
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• 2016

The purpose of this paper is to examine the relationships among consumer lifestyle, brand attitude, brand attachment, and behavior pattern. Sampling with consumers who experienced eating out in regional catering companies as a population was done and the survey was conducted targeting consumers of catering companies in Gwangju. Therefore, it analyzed the sample by setting hypotheses and research model according to the research objective. First, as for the relationship between lifestyle and brand attitude, the lifestyle as a personal inclination formed a significant relationship with brand attitude the characteristics of which are recognition, convenience, and familiar features regardless of the type of lifestyle. Second, consumer lifestyle in types of reality seeking, value-oriented, and fashion-pursuing formed a significant relationships with brand attachment in order of mention, whereas social oriented type did not form a significant relationship. Third, the relationship between consumer brand attitude and brand loyalty formed a significant relation with the relationship between consumer brand attachment and brand loyalty.

• The Journal of the Korea Contents Association
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• v.18 no.5
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• pp.635-646
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• 2018

This study applied Q methodology to graduate students of food service management department in Seoul to grasp subjective perception of customers using Michelin guide restaurant. Six types of analysis result were obtained. Specifically, the first type (N = 3): Restaurant hygiene-seeking type, the second type (N = 6): Restaurant taste-seeking type, the third type N = 5): Select Restaurant Compare Prices type, 4th type (N = 3): Pursuing taste for restaurant price type, 5th type (N = 2) Restaurant full service select type, and 6th type (N = 3): Restaurant menu configuration Select. In the future, the research on the Michelin guide restaurant will be revised and supplemented with more detailed Q methodological questions and analytical techniques based on many documents and empirical studies, to analyze the various opinions of respondents more concrete and objectively.

• The Journal of the Korea Contents Association
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• v.18 no.12
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• pp.309-318
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• 2018

In this study, we investigated subjective perceptions of one retailer's PB products for large retailers by applying the Q methodology to examine subjective trends of consumers who purchased and experienced PB products at home. In this study, we examine how HMR-type PB products developed and released by large retailers according to the demographically changing social structure represent the meaning and subjective acceptance of PB products in a single licensee through Q methodological studies. The purpose of this paper is to propose various direction and improvement plan of food product development and release for one license of large distribution company in the future. Based on these research problems, five types of type analysis results were derived. Specifically, the first type (N = 5): Brand image trust type, the second type (N = 5): NB product preference type, the third type(N = 2): Easy cooking preference type, and fourth type (N = 2): Pursuing taste for price type and fifth type (N = 2): Quantitative pursuit for price type.

• The Journal of the Korea Contents Association
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• v.19 no.11
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• pp.92-101
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• 2019

This study used the Q-method to derive the structure of subjective opinions and perceptions of university students about the behavior of food delivery agency service provided by staff not directly employed in restaurants. For this purpose, the Q factor analysis was performed using the PC QUANL program for the Q-sort, which consists of a statement card, a P-sample, and a classification process. The results were classified into three types. The factor names were set as the first type (N = 7): efficiency seeking type, the second type (N = 19): benefit seeking type, and the third type [(N = 6): cost-effectiveness seeking type. The characteristics of each type are Type 1:Types that recognize aspects that are efficient for both consumers and restaurants, Type 2: Types of recognizing aspects of being benefited from speed, convenience and benefit, Type 3: Although it contributes to labor cost savings, it appears to recognize price and quality aspects in the initial market, which is burdened by consumers. The purpose of this study is to derive the problems of food delivery agency service business according to the three types and to provide strategic implications for the development direction and improvement plan.

• Culinary science and hospitality research
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• v.18 no.3
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• pp.90-107
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• 2012

This research has been conducted to discover the consumer's behavior in the purchase and consumption of korean alcoholic beverages. The intent of these works are to contribute to the growth of the traditional alcoholic beverages markets by giving necessary data for the marketing strategies and the development of favorite beverage to meet the consumer's tastes. The surveys have been conducted against a group of people ranging from their 20's to 60's randomly picked from seoul. The duration of the surveys was from August 1st to September 30th, 2010. We also examined the relationship between the selection attributes of traditional liquor and purchase satisfaction by consumer's life-styles. SPSS 18.0 statistical package was used to process data. Frequency analysis, factor analysis, a reliability test, K-means cluster analysis, one-way ANOVA and multiple regression were executed. As a result, through factor analysis and cluster analysis, authors identified 6 factors in the selection attributes of traditional liquor(characteristics, taste & fragrance, popularity, design, harmony, interest), 4 consumer groups(expert, fan, beginner, indifference), 4 consuming lifestyles(social oriented consuming style, maniac consuming style, pursuit of knowledge consuming style, outsider consuming style). Among the selection attributes of traditional liquor, taste & fragrance and popularity had effects on purchase satisfaction.

• Culinary science and hospitality research
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• v.19 no.1
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• pp.57-69
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• 2013

This study analyzed the effects of the relational norm factor of food service franchising on the intention to remain, in view of the importance of relational norms, as antecedent variables, to franchisees' perceived fairness to enhance the competitiveness by formation of long-term relationship between interested parties to food service franchising, the franchiser and the franchisee. According to a questionnaire survey, more than 100 franchisees that recorded three business years in Seoul, Incheon and Gyeonggi area were selected for convenience sampling. Then, among them, 515 effective samples were analyzed. For statistical data, detailed types of analysis were performed by using AMOS 17.0, such as factor analysis, exploratory factor analysis, confirmatory analysis and frequency analysis. The purpose of this study was to examine the relationship between the franchiser and the franchisee by arranging relational norm factors for the relationship to be suitable for the current situation of Korea, instead of Western-style theory-based relationship marketing, and by understanding a connection between perceived fairness and management achievement-related variables, and to make a conceptual framework for building a positive relationship between the franchiser and the franchise in future food service franchising industry. Moreover, it aimed to increase franchisee satisfaction and results including re-contract according to perceived positive relationship value on the franchiser and to make contribution to find and show the proper direction for development of the Korean-style food service franchising system.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.340-350
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• 2021

This study was conducted by utilizing the Q research method, which is one of the qualitative analysis methods that can approach the in-depth and essential meaning of consumers' restaurant O2O service operation behavior. The purpose of this study is to classify the behavior of restaurant O2O services by type, to find out the characteristics of variables, and to suggest future improvement directions. An exploratory study was conducted using the Q-methodology to analyze the subjective perception of the restaurant O2O service behavior. To this end, positive and negative statement cards were prepared, P samples were selected, and Q-sort, which was subjected to classification, was analyzed using the PC QUANL program and Q factor analysis. As a result of the analysis, it was classified into three single types. Type 1 【(N= 7: Restaurant O2O Service Convenience Syndrome Type】, Type 2 【(N= 7): Restaurant O2O Service Benefit Pursuit Type】, Type 3 【(N= 6): Restaurant O2O Service Convenience Type】 The name of the factor was set as [Type], and it was found that each type has different characteristics. Through this analysis, the marketing strategy according to each factor detected is presented, and the point of supplementing the restaurant's O2O service and the direction of future operation. services in future studies.