Abstract
Purpose - This study aims to provide basic data for establishing a marketing strategy after empirically analyzing the effect of design properties of food on consumers preferences and purchase intentions through menu images of restaurants selected in the Michelin Guide Seoul 2020. Design, data, and methodology -A total of 216 questionnaires were analyzed for general consumers nationwide. The main contents of the study consist of food design, properties of food design, consumer preference, theoretical consideration of purchase intention, and design and analysis of the study. Result - As a result of the study, factors excluding food color among food design attributes had a significant influence on consumer preference and purchase intention. In addition, it was confirmed that consumer''s preference had a significant influence on purchase intention. Accordingly, it is necessary to seek effective measures to increase consumer preference, and to further increase consumer preference and purchase intention through sub-factors of food design attributes and marketing.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
