A Survey of Fast Food Ding out Behaviors

패스트푸드 식당이용자의 식사행동에 관한 실태조사연구

A survey was conducted of 1,454 customers to investigate dining out behaviors at fast food restaurants of Youido department compound, Myung-dong and Gang-nam district in Seoul, in April, 1988. The results are summarized as follows; The majority, 85% of customers, were aged 14 to 30, consisting of junior and senior high school children, college students and company employees. The reasons given by customers for patronizing fast food restaurants were the following, from most to least frequent; "convenient to dining," "the adequate place for the companionship", "the surroundings and dining equipment are pleasant and hygienic", "to be able to stay as long as I want". The fast foods purchased by the customers were mostly for a between meal snack or ice cream or drink rather than a full meal. The majority of the customers ate the purchased foods at the fast food restaurnats. However, a limited number of female customers preferred to take the packed fast foods to their homes. Tast Preference was a major factor in food selection from available food items. Ice cream, juice, French fried potatoes, salad, fried chicken, rolled rice with laver, and coke were high on the list of liked foods; in constrast, lower preference was for porridge, fish burger, doughnut, chicken burger and rice cake. Preference by food nationality was highest for Korean food, then Western food, Chinese food, Italian food and Japanse food, in that order. Customers offered suggestions for better fast food service, such as lowering the price, greater variety in the menu, increasing the propotion of vegetables and fruits on the fast food menu adn developing fast foods from traditional Korean foods. The customers, in particular, emphasized a need for the development of Korean traditional beverage of malted drink and persimmon punch, as well as mungbean pan cakes and sweet-spicy rice noodles(docbokki), as fast foods.y rice noodles(docbokki), as fast foods.