냉면전문점 이용고객의 외식행동 분석 (A Study on the Dining Out Behaviors of a Cold Noodle Restaurant Customer)

서지정보

· 발행기관 : 한국식생활문화학회
· 수록지 정보 : 한국식생활문화학회지 / 21권 / 5호 / 507 ~ 515페이지
· 저자명 : 김태형, 이영미, 오유진

초록

This study was to analyse the eating out behaviors of customers who visit a Korean restaurant especially focused on CNR(cold noodle: naengmyun restaurant) and to find out the marketing promotion points. Through the snowball sampling, 423 customers data were surveyed in summer and winter as respects of seasonal variation. The collecting data were analysed descriptive data and statistical different using the Statistical Package for the Social Science(SPSS version 10.0). The results were as follows; The participants of the study were composed of 209 man(49.4%) and 214 woman(50.6%). Most customers were 30’s(36.2%), office worker(27.5%) and spend 5,000~10,000 won(46.3%) for eating out. The consumer more preferred a specialty restaurant, the reason was to expect better taste(37.1%). In visiting CNR, the customer frequently ordered complement menu(90.1%) with cold noodle, complement menu should be developed periodically. The important factor to visiting CNR was the accessing convenience for the shop and desirable taking time was within 15 minutes. The buckwheat noodle in broth(mulnaengmyun) was the most favorite selecting menu. And the noodle texture was key evaluation factor in all types of cold noodle and the other factor was different according to the types of cold noodle. The visiting frequencies of CNR were not significantly different according to seasonal variation and sociodemographic variable. Above the half of customers visited at CNR with his/her family.
This study find out the suggestion that consumer eating concepts about CNR was family eating therefore the cold noodle specialty restaurant should be create more delight atmosphere and developed menu for families’ eating out place.

영어초록

This study was to analyse the eating out behaviors of customers who visit a Korean restaurant especially focused on CNR(cold
noodle: naengmyun restaurant) and to find out the marketing promotion points. Through the snowball sampling, 423 customers
data were surveyed in summer and winter as respects of seasonal variation. The collecting data were analysed descriptive data
and statistical different using the Statistical Package for the Social Science(SPSS version 10.0). The results were as follows; The
participants of the study were composed of 209 man(49.4%) and 214 woman(50.6%). Most customers were 30’s(36.2%), office
worker(27.5%) and spend 5,000~10,000 won(46.3%) for eating out. The consumer more preferred a specialty restaurant, the
reason was to expect better taste(37.1%). In visiting CNR, the customer frequently ordered complement menu(90.1%) with cold
noodle, complement menu should be developed periodically. The important factor to visiting CNR was the accessing
convenience for the shop and desirable taking time was within 15 minutes. The buckwheat noodle in broth(mulnaengmyun) was
the most favorite selecting menu. And the noodle texture was key evaluation factor in all types of cold noodle and the other
factor was different according to the types of cold noodle. The visiting frequencies of CNR were not significantly different
according to seasonal variation and sociodemographic variable. Above the half of customers visited at CNR with his/her family.
This study find out the suggestion that consumer eating concepts about CNR was family eating therefore the cold noodle
specialty restaurant should be create more delight atmosphere and developed menu for families’ eating out place.

참고자료

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