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KMID : 0665420170320040287
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Korean Journal of Food Culture
2017 Volume.32 No. 4 p.287 ~ p.294
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Studies of Restaurants to Identify the Selection Attributes, for Solo Diners using Conjoint Analysis
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Kim Hyun-Mi
Lee Ji-Hyeon
Chung La-Na
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Abstract
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This study analyzed the comparative importance of the selection of a restaurant for solo diners, and suggests a solution for the ideal type of the restaurant that are appealing to solo diners using conjoint analysis techniques. A total of 280 questionnaires were distributed to consumers who had experience dining alone from June 7th, 2017 to June 14th, 2017, and 261 were completed (93.21%). As a result, the importance of the attributes of the restaurant was found to be the menu for solo diners (36.92%), price (30.29%), seating for solo diners (20.87%), and serving time of food (11.91%). The ideal combination of selection attributes was found to be having a menu for a solo diner, having a seat for a solo diner, meal service time of less than 10 minutes, and a low price of 2,500won. These results will form a database that contributes to the development of differentiated products and is building marketing strategies that can satisfy the needs of solo diners.
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KEYWORD
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Solo diner , dining alone , restaurant , choice attribute , conjoint analysis
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