컨조인트 분석을 통한 한식업소 컨셉 개발에 관한 연구

Research on Development Concept of Korean Restaurant through Conjoint Analysis Focused on Breakfast Foodservice Market

This study aims to develop concept of competitive korean restaurant which can react effectively in breakfast eating-out market which is growing as a new niche market as importance of health and breakfast recently rises under the influence of well-being. According to this study, importance of attributes was in order of menu(24.09%), price(22.02%). place(21.85%), size of restaurant(20.40%), and service(11.64%). Also, this study discovered that the new concept of korean restaurant(Jooks, 3,000 won, table service, residential street, 21～30 pyong) occupied a market share of 13.27%. According to the change in market share for each menu, market share was lowered in order of Jooks(-5.36%), Gookbobs(-4.45%), Jungsik(-3.48%). Such a result can be judged that same product eroded market share after being launched in pre-existing Jooks market.