컨조인트 분석을 이용한 대학생의 프랜차이즈 햄버거 메뉴 선택 속성에 대한 연구

Abstract

This study was conducted to identify a franchise hamburger menu for university students in Jeonbuk area based on conjoint analysis techniques and suggests the ideal type of franchise hamburger menu that would appeal to university students. A total of 284 questionnaires were distributed to university students who had previously purchased hamburgers in franchisor hamburger stores. A conjoint design was applied to evaluate hypothetical franchise hamburger menus. The order of importance of franchise hamburger menu attributes was price (34.73%), patty type (33.37%), waiting time (20.07%), and signature menu (11.82%). The ideal combination of selection attributes was a low price of 4,800 won, a hamburger with beef patty, a signature menu, and less than 15 minutes of waiting time. The most preferred franchise hamburger menu for university students showed an incremental 65.1% potential market share by choice simulation as compared with the hamburger menu being currently sold. Using the utilities of attributes, the franchise hamburger menu market for university students was classified into two segments. Students in cluster 1 preferred a hamburger with the beef patty and a price of 4,900 won, while students in cluster 2 preferred a hamburger with the shrimp patty and a price of 4,900 won. All students preferred the signature menu with a waiting time of less than 15 minutes. These results should help establish a database that contributes to the development of differentiated menus and building marketing strategies to satisfy the needs of university students.