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KMID : 0665420100250020134
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Korean Journal of Food Culture
2010 Volume.25 No. 2 p.134 ~ p.140
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An Examination of the Multiple Dimensions of Price Perception Among Restaurant Customers
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Kim Young-Gab
Hong Jong-Sook
Kim Mun-Ho
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Abstract
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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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KEYWORD
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menu price, restaurant customer, price multiple dimension, price perception
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