A Franchise Hamburger Menu for University Students Determined by Identifying Selection Attributes Using Conjoint Analysis

Choi, Yu-Ni; Chung, Sung Suk; Rho, Jeong‐Ok

doi:10.17495/easdl.2022.8.32.4.250

easdl

2022

DOI: 10.17495/easdl.2022.8.32.4.250

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A Franchise Hamburger Menu for University Students Determined by Identifying Selection Attributes Using Conjoint Analysis

Yu-Ni Choi¹,

Sung Suk Chung²,

Jeong‐Ok Rho³

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2024

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Cited by 2 publications

References 25 publications

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Relationship between consumer behavior, perception of nutritional information, and menu factors on fast food using eye-tracking: A study on university students in Jeonju

Min,

Lee,

Chung

2024

Food Sci. Preserv.

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This study analyzed the factors that influence menu choices through eye-tracking and questionnaires in menu design. Demographic data of subjects coincided with choosing a menu and eye-tracking data. Hot Crispy Chicken Burger is the most popular menu. The study found that regardless of the selected menu, the menu name (35.5 seconds), price (21.6 seconds), and image (16.0 seconds) were viewed the longest, followed by country of origin (8.81 seconds), calories (4.6 seconds), and special indications (p<0.05). The menu name and image were checked more frequently, while calorie information was checked less often. As a result of analyzing various factors that influence menu selection through, Consumer experience and image greatly influenced menu choices. Therefore, if you want to receive a menu selection, it is considered effective to make good use of the menu name and image. In results of principal component analysis (PCA) by gender showed. Men had the longest price in the fixation duration. But, for females, there was a significant difference in gaze fixation when they took the exam, with menu names and special indications being important selection criteria. Since the results show that selection criteria and information acquisition methods differ depending on gender, this research is thought to be able to suggest directions for menu design.

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Relationship between consumer behavior, perception of nutritional information, and menu factors on fast food using eye-tracking: A study on university students in Jeonju

Min,

Lee,

Chung

2024

Food Sci. Preserv.

View full text Add to dashboard Cite

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A Study on the Selection Attributes of Frozen Mandu (Korean Dumpling) for Adults in the Jeonbuk Area Using Conjoint Analysis

Gong,

Choi,

Rho

2024

JKFN

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This study analyzed the comparative merits of a selection of frozen mandu (Korean dumplings) as determined by adults in the Jeonbuk area and suggests an ideal type of frozen mandu that would appeal to adults as determined by conjoint analysis. Two hundred forty-one questionnaires were distributed from June to July 2022 to adults who had previously purchased a frozen mandu in a hypermarket or online. The order of importance of frozen mandu attributes was type (39.73%), ingredients (35.16%), purchasing method (13.14%), and shell texture (11.97%). The ideal combination of the selection attributes was purchase online and grilled mandu with meat and a chewy texture. The most preferred frozen mandu for adults showed an incremental 62.7% potential market share by choice simulation versus the frozen mandu being currently sold. Using the attributes utility, the adult frozen mandu market was divided into two clusters. Adults in cluster 1 preferred grilled mandu and online purchase, while those in cluster 2 preferred steamed mandu and store purchase. The results of this study will help establish a database that contributes to the development of various frozen mandu products and the construction of marketing strategies targeting adults.

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A Franchise Hamburger Menu for University Students Determined by Identifying Selection Attributes Using Conjoint Analysis

Cited by 2 publications

References 25 publications

Relationship between consumer behavior, perception of nutritional information, and menu factors on fast food using eye-tracking: A study on university students in Jeonju

Relationship between consumer behavior, perception of nutritional information, and menu factors on fast food using eye-tracking: A study on university students in Jeonju

A Study on the Selection Attributes of Frozen Mandu (Korean Dumpling) for Adults in the Jeonbuk Area Using Conjoint Analysis

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