메뉴 아이템의 가격과 위치에 관한 연구 = A Study on the Price and Position of Menu Items

다국어 초록 (Multilingual Abstract)

Recently the importance of food and beverage department becomes greater. However, the importance of menu-planning, the basis of food & beverage-products, is not fully recognized, and therefore menu planning is not viewed as a total marketing.
A menu is a marketing tool which delivers restaurant's image and message to customers and communicate customers needs and wants to restaurant. So far, studies on menu have been done in an analytical way from a management's viewpoint and inadequate to reflect customers' needs and wants.
A research on customers' menu selection procedure is critical to satisfying their needs and wants and yield profit.
This study examined the theories on menu-design and consumer behavior through literature review and verified hypotheses through an empirical analysis. A questionnaire-survey had been used in luxury hotels' main grills and French restaurants in Seoul. Collected data were analyzed, using SPSS/PC^+ package.
The important findings are as follows.
First, in a menu selection procedure, a selection of hotels, restaurants and food was statistically significant. As disposable income grows and use of hotels and restaurants increases, it is probable that this hypothesis will be accepted.
Second, a location and its price of an menu item affect menu selection behavior and an upper part of a menu is a focal point. If a strategic item is placed in the above part, the probability that a customer chooses that item will be increased. A medium-priced item was selected more frequently than the lowest one. Items between 23,000￦ and 27,000￦ were most popular. It is the average price of main dishes in luxury hotels' western restaurants.
Menu planning is not only a kitchen's function, but a total marketing in which an organization works in coordination. To control and coordinate the collected data from each stage, a department which is wholly responsible for a menu planning is required. It is also urgent to open a professional course in a college and reeducation of hotel employees to foster a specialist in the field.

목차 (Table of Contents)

• Ⅰ. 서론
• 1. 문제의 제기
• 2. 연구의 목적과 방법
• Ⅱ. 메뉴 아이템의 가격과 위치에 대한 이론적 고찰
• 1. 메뉴의 가격
• 2. 메뉴의 아이템과 교체
• 3. 메뉴의 외형적 특성과 아이템의 위치
• Ⅲ. 표본호텔 레스토랑 메뉴의 분석과 모형
• 1. 표본호텔 레스토랑 메뉴 분석
• 2. 평균치를 이용한 표준모형 개발
• Ⅳ. 실증조사와 결과분석
• 1. 표본의 설계와 자료수집
• 2. 가설의 검증과 결과분석
• 3. 메뉴기획의 방향
• Ⅴ. 결론
• 참고문헌
• Abstract