피자레스토랑 고객과 종사자의 피자 브랜드 인식도 및 가격 민감성 분석 = The Analysis of Brand Perception and Price Sensitivity in Pizza Restaurant : Customer & Operator's viewpoint

다국어 초록 (Multilingual Abstract)

The purposes of this study were to a) analyze the pizza brand image, b) analyze price sensitivity. c) compare customers` brand perception with operators` perception. For the empirical study, a survey was conducted over the period from April to June in 2000. The survey data were collected from the customers(n=307) and operators(n =273) of four pizza restaurants. Statistical data analysis was conducted using the SPSS/WIN 10.0 for Descriptive Analysis, t-test, Perceptual Mapping, Price Sensitivity Measurement (PSM). Perceptual mapping on evaluation factor of pizza brand showed that operators did not reach a complete prediction of customer evaluation, since the difference of similarity distance for each factor that operators recognized was not significant. The brand perception evaluation for four pizza brands concluded that operators of all the pizza brands except Pizza Mall overvalued themselves to customers. The operators of Pizza Mall predicted customer attributes accurately in the all features but membership card and coupon system, while those of the other brands could not. The price sensitivity on the price of regular pizza was analyzed. The indifference price of customers was 10,871 won at the level of 21%. That of operators, however, was 11,618 at 12.4%. Thus, operators believed customers would be more sensitive to price.