컨조인트 분석을 이용한 소비자의 뷔페레스토랑 선택속성과 마케팅 전략

What Do You Want to Eat for Your Dinner?: Consumers’ Restaurant Choice and Marketing Strategy

Despite its growing demand, buffet restaurants have received very limited research attention. To examine if factors associated with buffet restaurant choice are different from those with non-buffet restaurants, the study compared one buffet restaurant (TodaiTM) and eight family restaurants (non-buffet) in Korea. The field survey data were collected and analyzed using conjoint analysis. The study finds that restaurant size and price both were relatively less important factors related to buffet restaurant choice, whereas menu was one of the most influencing factors in family restaurant choice. These findings will contribute to developing positioning strategies for buffet and family restaurants in very competitive food market.