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KMID : 1011620160320010065
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Korean Journal of Food and Cookey Science
2016 Volume.32 No. 1 p.65 ~ p.75
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The Consumer’s Current Use and Popularization Development Plan for Foodservice Social Enterprise Type Cafe
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안혜영:Ahn Hye-Young
김수민:Kim Soo-Min/황혜선:Hwang Hye-Sun/홍완수:Hong Wan-Soo
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Abstract
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The purpose of this study was to investigate the consumer"s current use and recognition for foodservice social enterprises type cafe. During the research, problems regarding the developmental directions of foodservice social enterprises type cafe. A one-to-one survey method was used for data collection, and 301questionnaires among the 309 distributed questionnaires to consumers were analyzed (97.4% response rate). The main results of the study were as follows : with reference to the awareness of the foodservice social enterprise type cafe, a majority of respondents (81.1%) replied that they had knowledge related to the business of social enterprise. Furthermore, regarding how customers came to know about the foodservice social enterprise type cafe results showed that 28.2% of respondents knew about the cafe by acquaintances such as friend, co-worker, family, 23.2% by mass media, and 27.2% by others. Data concerning a companion when visiting the cafe, revealed that more than half of the respondents (80.0%) had visited with friend and co-worker. On problems with using the cafe, approximately 46.2% of the respondents replied that there was lack of public relation and 28.9% replied that it was an uncommon store. Since the findings suggested that the major problem is a lack of promotion, foodservice social enterprises type cafe should prepare organized brochures and guide system to attract customers with various purposes and values. Finally, the promotion for foodservice social enterprise type cafe requires a guidance map.
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KEYWORD
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foodservice, social enterprise type cafe, popularization development plan
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