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KMID : 1134820180470030337
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Journal of the Korean Society of Food Science and Nutrition
2018 Volume.47 No. 3 p.337 ~ p.346
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Analysis of Foodservice Value System Using the Consumer Behavior Survey for Food 2016
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Choi Mi-Kyung
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Abstract
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This study was conducted to analyze the value system of restaurant customers using data from the Consumer Behavior Survey for Food 2016 collected by the Korea Rural Economic Institute to cope with changes in demand for the food service industry. Responses from a total of 5,296 of 6,267 adult household survey respondents were used for the analysis. The most frequently visited places to eat out were Korean restaurants, and the main motivation was ‘to enjoy delicious food’. The most important foodservice choice criteria was food taste. As a result of the classification tree analysis, Korean restaurants showed the highest rate among respondents over 65 years of age, while meat restaurants showed the highest rate among 30 to 49 year old males. The rate of western restaurants was highest among 30 to 49 year old females who made less than 2 million won monthly, while chicken restaurants and fast food and snack restaurants showed the highest rate among 19 to 29 year old unemployed respondents. The main dining locations differed according to reason for eating out (P<0.001) and important choice criteria (P<0.001). The preferred dining areas also differed when the reasons for eating out differed, even if they answered that the same foodservice choice criterion was important, also with the different foodservice choice criterion and the same reason for eating out. Overall, these results indicate that it is necessary to establish a marketing strategy considering the value system pursued by each sub-group.
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KEYWORD
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foodservice, eating out, value system, consumer behavior survey
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