Korean Journal of Community Nutrition (대한지역사회영양학회지)

The Korean Society of Community Nutrition (대한지역사회영양학회)
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A Conjoint-Based Approach to Analyze the Importance of Brand Choice Attributes: Pizza Restaurant Cases

컨조인트 분석을 통한 피자 브랜드 선택 속성의 중요도 분석

  • 양일선 (연세대학교 식품영양학과) ;
  • 채인숙 (동해대학교 관광외식산업학과) ;
  • 이민아 (연세대학교 식품영양학과) ;
  • 신서영 (연세대학교 식품영양학과) ;
  • 차진아 (전주 기전여자대학 식품영양계열)
  • Published : 2002.06.01
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Abstract

The purposes of this study were (1) to understand how customers trade off one attribute against another when they choose a pizza restaurant, (2) to compare the importance of individual attributes with their relative importance and (3) to compare customers'brand choice patterns with the prediction of pizza restaurant operators. Empirical data for this study were collected from the customers (n=307) and operators (n=273) of flour famous pizza franchise restaurants in Korea, Pizza Hut, Mister Pizza, Domino's Pizza and Pizza Mall. The attributes and attribute levels for the hypothetical profiles were decided from the focus group discussion. A total of 16 profiles was selected from fractional factorial designs. The SPSS conjoint procedure was used to calculate utility scores and simulate profiles. The overall group statistics showed the relative importance of all attributes compared with one other. Taste was the most important attribute (32.48%) in choosing a pizza restaurant, followed by service (21.87%) , atmosphere (17.23%), price (15.17%) and speed of delivery (13.26%). There was a difference between the customers'ratings of the importance of the individual attributes and the ranking of the same attributes'relative importance as derived from the conjoint analysis. The operators rated service (26.54%) as also being important, as well as taste (27.76%), in choosing a pizza restaurant. The rankings of relative importance for pizza taste, service and price were statistically different in the customers'and operators'data (p < 0.001, p < 0.1, p < 0.5). Operators who want to differentiate themselves from their competitors should make decisions based on an increased understanding of their customers'brand choice decision process and measure the hidden needs of their customers.

Keywords

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