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KCI우수등재 학술저널

컨조인트 분석을 통한 한식업소 컨셉 개발에 관한 연구

아침 외식산업시장을 중심으로

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.

I. 서론

II. 이론적 고찰

III. 연구방법

IV. 분석결과

V. 결론

참고문헌

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