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KMID : 0665420210360040341
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Korean Journal of Food Culture
2021 Volume.36 No. 4 p.341 ~ p.348
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Analysis of Meal Price and Operator Perception on Optimal Price by Types of Kindergarten Establishment: An Application of Price Sensitivity Measurement (PSM) Technique
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Park Moon-Kyung
Shin Seo-Young
Kim Hye-Young
Lee Jin-Young
Kim Yoon-Ji
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Abstract
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The purpose of this study was to analyze the operators' perception of the allowable price range and the optimal price ofkindergarten meals by using the PSM (price sensitivity measurement) technique and provide basic data on calculatingkindergarten meal costs reflecting realistic meals. From April to May 2021, 779 kindergartens in Seoul were surveyed, basedon 246 (31.6%) of the respondents. According to the survey, kindergarteners spent 3,506 won for meals on average,followed by 3,822 won for kindergarten attached to elementary school, 3,316 won for public kindergartens, and 2,896 wonfor private kindergartens (p<0.001). The allowed price range for the kindergarten meal service workers was estimated at3,447~3854 won, 3,447 won for PMC (Point of Marginal Cheapness), and 3,854 won for PME (Point of MarginalExpensiveness). The appropriate cost of the kindergarten meal service provider was 3,950 won for kindergartens attachedto elementary school, 3,425 won for public kindergartens, and 3,546 won for private kindergartens.
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KEYWORD
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Kindergarten, price sensitivity measurement (PSM), meal price, optimal price
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