Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on the Relationships between Food-related Lifestyle of Undergraduates and the Restaurant Selection Attribute

대학생의 식생활라이프스타일에 따른 레스토랑 선택속성에 관한 연구

  • Kim, Mee-Jeong (Dept. of Foods & Nutrition, Kook Min University) ;
  • Jung, Hyo-Sun (Dept. of Culinary Science and Arts, Kyung Hee University) ;
  • Yoon, Hye-Hyun (Dept. of Culinary Science and Arts, Kyung Hee University)
  • 김미정 (국민대학교 식품영양학과) ;
  • 정효선 (경희대학교 조리과학과) ;
  • 윤혜현 (경희대학교 조리과학과)
  • Published : 2007.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to elicit types of food-related lifestyle of undergraduates and to examine the relationship between each ape of food-related lifestyle and an attribute of selecting a restaurant. Self-administrated questionnaires were completed by 368 students and data were analysed by frequency, factor, reliability and canonical correlation. Five factors were obtained from factor analysis of food-related lifestyle ; Factor1 'health seeking type', Factor2 'taste seeking type', Factor3 'Popularity seeking type', Factor4 'safety seeking type', Factor5 'mood seeking type'. Restaurant selection attribute were extracted into six factors, Factor1 'taste and service', Factor2 'interior‘, Factor3 'convenient for approach', Factor4 'marketing strategy', Factor5 'food quality', Factor6 ’menu and price‘ Canonical correlation analysis showed two significant functions. Canonical function1 showed that food-related lifestyles of taste seeking type and safety seeking type were indicated to have significant positive relationships with the food qualify, taste and service in the restaurant selection attributes. Canonical function2 also showed that a significant positive relationships between health seeking type and accessibility, and a significant negative relationships between health seeking type and taste & service and between health seeking type and menu & price. Finally the result of the study provide some insight into the types of marketing stratagem that can be effectively used by operator who manage restaurant.

Keywords

References

  1. Ahn JA, Shin MH. 2005. A study on lifestyle typology and the relationship between lifestyle and purchasing behavior of university students in Korea. 한국광고홍보학보, 7(1): 177-209
  2. Ambler T. Bhattacharya CB. Edell J. Keller KL. 2002. Relating brand and customer perspectives on marketing management. Journal of Service Research, 5(1): 13-26 https://doi.org/10.1177/1094670502005001003
  3. Askegaard S. 1999. Food-related lifestyles in Singapore preliminary testing of a western European research instrument in southeast Asia, Journal of Euromarketing, 7(4):65-86 https://doi.org/10.1300/J037v07n04_04
  4. Assael F. 2004. Customer behavior. Houghton Mifflin Company
  5. Atila Y, Fisun Y. 2002. Measurement of tourist satisfaction with restaurant services : A segment-based approach. Journal of Vacation Marketing, 9(1): 52-68 https://doi.org/10.1177/135676670200900104
  6. Blackwell RD, Miniard PW, Engel JF. 2001. Customer behavior. 9th edition. Orland FL : Harcourt
  7. Brunso K, Grunert KG. 1995. Development and testing of a crossculturally valid instrument : Food-related lifestyle. Advanced in Consumer Research, 22: 475-480
  8. Buckley M. 2005. The convenience consumer and food-related lifestyles in Great Britain. Journal of Food Products Marketing, 11(3): 3-25 https://doi.org/10.1300/J038v11n03_02
  9. Cadotte ER, Norman T. 1988. Key factor in guest satisfaction. The Cornell Hotel and Restaurant Administration Quarterly, 28(4): 45-56
  10. Chun WB, Park IK. 2001. Research on the selection attribute of the hotel restaurant depending on the lifestyle pattern. 관광연구, 16(1): 187-200
  11. Filiatrault A, Ritchile H. 1988. The impact of situational factors on the evaluation of hospitality service. Journal of Travel Research, 26(4): 20-30 https://doi.org/10.1177/004728758702600205
  12. Frank CM. 2005. Factors influencing restaurant selection in Dublin. Journal of Foodservice Business Research, 7(2): 53-85 https://doi.org/10.1300/J369v07n02_05
  13. Gilbert FW, Warren WE. 1995. Psychographic constructs and demographic segments. Psychology and Marketing, 12(3): 223-237 https://doi.org/10.1002/mar.4220120306
  14. Grunert KG, Brunso K, Bisp S. 1995a. Food-related lifestyle in France. MAPP project paper, Aarhus School of Business
  15. Grunert KG, Brunso K, Bisp S. 1995b. Food-related lifestyle in Germany. MAPP project paper, Aarhus School of Business
  16. Grunert KG, Brunso K, Bisp S. 1995c. Food-related lifestyle in Great Britain. MAPP project paper, Aarhus School of Business
  17. Grunert KG, Brunso K, Bisp S. 1997. Food-related lifestyle : Development of a cross-culturally valid instrument for market surveillance. Values, lifestyles and psychographics. Mahwah, NJ:Erlbaum, pp 337-354
  18. Hart CWL, Casserly GD. 1985. Quality : A brand new time tested strategy. The Cornell Hotel and Restaurant Administration Quarterly, 26(3): 52-63 https://doi.org/10.1177/001088048502600316
  19. Hur WM, Lee WS, Lee HT. 2006. A study on female lifestylesbased market segmentation of the kitchen appliances. 마케팅연구, 21(2): 53-84
  20. Im JB, Seo BS, Lee HG, Chang YK. 1990. Lifestyle and dietary pattern. 대한가정학회지, 28(3): 33-52
  21. Jeon KC, Jung JW, Park BG. 2005. The effect of selection attributes of Japanese restaurant customers on sales promotion, customer satisfaction and customer loyalty. Journal of Foodservice Management, 8(3): 107-124
  22. Kang JH, Kim JM. 2004. Measuring the important factors influencing family restaurant choice. Korean Journal of Food and Cookery Science, 20(2): 187-195
  23. Kim HB, Huh C. 1997. An empirical study on the impacts of life style on the customers : choice behavior of restaurants. 마케팅연구, 12(1): 27-47
  24. Kim HB, Huh C. 1998. Impacts of dining-out motives on the customers choice behavior of restaurant : An empirical examination of foreign-chain restaurants. Journal of Tourism Sciences, 21(2): 205-221
  25. Kim JY, Park SS, Song HJ. 2005. Segmentation of the home meal replacement(HMR) market by lifestyle : The case of department store in Kang-nam. Journal of Foodservice Management, 8(2): 137-154
  26. Kivela JJ. 1997. Restaurant marketing : Selection and segmentation in Hong Kong. International Journal of Contemporary Hospitality Management, 9(3): 116-123 https://doi.org/10.1108/09596119710164650
  27. Ko HS. 2005. A study on the tour package choice behavior of Korean outbound tourists by tourists by their lifestyle. 관광연구, 19(3): 101-116
  28. Ko JY, Jung MR. 2006. The selection attribute of the wine : Winerelated lifestyle approach. Journal of Foodservice Management, 9(1): 51-67
  29. Lee WI, Seo YJ. 1999. The life-style segmentation of hotel guests : A focus on the domestic guests'patronizing behavior of hotel F/B facilities. 관광정책학연구, 5(1): 243-259
  30. Lim YM. 2006. A study on the food-related lifestyle to wine selection attribution. Masters degree thesis. Kyunghee University. pp 1-105
  31. Morgan MS. 1993. Benefit dimensions. The Cornell Hotel and Restaurant Administration Quarterly, 34(2): 40-45 https://doi.org/10.1177/001088049303400210
  32. Nijmeijer M, Worsley A, Astill B. 2004. An exploration of the relationships between food lifestyle and vegetable consumption, British Food Journal, 106(7): 520-533 https://doi.org/10.1108/00070700410545728
  33. O'sullivan C, Scholdere J, Cowan C. 2005. Measurement equivalence of the food-related lifestyle instrument(FRL) in Ireland and Great Britain, Food Quality and Preference, 16: 1-12 https://doi.org/10.1016/j.foodqual.2003.12.002
  34. Park KY, Na JK, Shin SS. 2002. Research on the selection behavior of Chinese restaurant as market segmentation. Journal of Foodservice Management, 5(2): 95-113
  35. Reid M, Li E, Bruwer J, Grunert KG. 2001. Food-related lifestyles in a cross-cultural context : Comparing Australia with Singapore, Britain, France and Denmark. Journal of Food Products Marketing, 7(4): 57-75 https://doi.org/10.1300/J038v07n04_05
  36. Ryan I. 2004. Food-related lifestyle segments in Ireland with a convenience orientation. Journal of International Food & Agribusiness Marketing, 14(4): 29-47 https://doi.org/10.1300/J047v14n04_03
  37. Scholderer J, Brunso K, Bredahl L, Grunert KG. 2004. Crosscultural validity of the food-related lifestyles instrument(FRL) within western Europe. Appetite, 42(2): 197-211 https://doi.org/10.1016/j.appet.2003.11.005
  38. Seo WS, Baek JA. 2006. A study on the different in lifestyle concepts of customers purchase attitude : Brand preference of family restaurant customers. 관광레져연구, 18(1): 161-178
  39. Seung HS. 2003. A study on using behavior of bakery by dietary lifestyle. Masters degree thesis. Ehwa Womans University. pp 1-85
  40. Shim BS. 2006. A study on the effects of using HMR customer's selection attribute on expenditure and purchasing frequency. Masters degree thesis. Sejong University. pp 1-80
  41. Shin HC, Kim EY. 2001. A study on the selecting attributes with respect to tourist`s lifestyle -Focus on theme parks in Korea-. 호텔관광연구, 5: 115-133
  42. Spencer H, Shannon M, Oliver M, Paul S, Andria J, Robert H, Deborah C, Lewinda K. 2006. Consumer assessment of the safety of restaurants : The role of inspection notices and other information cues. Journal of Food Safety, 26(4): 275-301 https://doi.org/10.1111/j.1745-4565.2006.00049.x
  43. Stephen WL, Julia EB, Laird T. 2005. Tourists' use of restaurant webpages : Is the internet a critical marketing tool? Journal of Vacation Marketing, 11(2): 155-172 https://doi.org/10.1177/1356766705052572
  44. Sulek JM, Hensley RL. 2004. The relative importance of food, atmosphere, and fairness of wait-the case of a full-service restaurant. The Cornell Hotel and Restaurant Administration Quarterly, 45(3): 235-247 https://doi.org/10.1177/0010880404265345
  45. Swinyard WR, Kenneth DS. 1986. Market segmentation : Finding the heart of your restaurant market. The Cornell Hotel and Restaurant Administration Quarterly, 27(1): 89-96
  46. Yoo YJ. 1999. A study on the selection attributes according to the use types of family restaurants -With the main focus on the Taegu area-. 관광레져연구, 11(1): 43-56
  47. Yoon TH, Lee SB, Yoon HH. 2004. A study on the customer's selection attributes for Japanese chain restaurant in Seoul.Kyunggi area. Korean Journal of Food Culture, 19(1): 1-11
  48. Yoon TH. 2006a. The influence of eating-out information search methods on satisfaction at fast-food restaurants according to college student's lifestyle. Korean Journal of Food Culture, 21(4): 375-380
  49. Yoon TH. 2006b. The relationships among lifestyle and selection attributes, customer's satisfaction: Focused on Japanese chain restaurant. Journal of Foodservice Management, 9(2): 233-252