Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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A Case Study on Price Elasticity Measurement and Identification of Factors Affecting Price Elasticity of a Family Restaurant

샐러드 뷔페형 패밀리 레스토랑의 메뉴별 가격탄력성 분석과 가격탄력성에 미치는 영향 요인에 대한 사례 연구: 서울 소재 1개 매장을 대상으로

  • Lee, Bong-Shik (Major in Hotel, Restaurant & Institutional Management, The Graduate School of Human Environmental Science, Yonsei University) ;
  • Yang, Il-Sun (Major in Hotel, Restaurant & Institutional Management, The Graduate School of Human Environmental Science, Yonsei University) ;
  • Shin, Seo-Young (Research Institute of Food & Nutritional Science, Yonsei University) ;
  • Choi, Mi-Kyung (Research Institute of Food & Nutritional Science, Yonsei University)
  • 이봉식 (연세대학교 생활환경대학원 호텔 외식 급식경영) ;
  • 양일선 (연세대학교 생활환경대학원 호텔 외식 급식경영) ;
  • 신서영 (연세대학교 식품영양과학연구소) ;
  • 최미경 (연세대학교 식품영양과학연구소)
  • Published : 2006.06.30
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Abstract

The purposes of this study were to measure price elasticities of menu items of a family restaurant, identify differences of price elasticity between subgroups, and provide a comprehensive understanding on price elasticity. 3 menu items of a salad buffet family restaurant in Seoul were selected for analyses, and a questionnaire was developed through literature review and modified after pilot test. The questionnaires for main survey were distributed to 250 customers on their visit to the restaurant, and a total of 139 questionnaires were used for analyses (55.6%). Statistical analyses were conducted using SPSS Win (12.0) for descriptive analyses, t-test, ANOVA, and the main results of this study were as follows. The demands were expected very elastic to the changes in prices of all 3 menu items, and there were significant differences between groups of different company types. In addition, the changes in use were less affected by the changes in menu price when customers were satisfied with each menu item. On the basis of these results, it was concluded that price increases of menu items should be companied by quality improvement of products and services, and differentiated marketing strategy for each segments of customers would be helpful to profitability of the restaurant. Overall, measurement of price elasticity could help to predict customer behaviors on price changes, and give much useful information for managers and marketers of foodservice organizations in development of price strategies.

Keywords

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