Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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A Study on the Development of Food Truck Concept based on Demographic Characteristics

인구통계적 특성에 기초한 푸드트럭 컨셉개발에 관한 연구

  • Kim, Heon Choul (Dept. of Hotel Food Service Culinary Art, Gwangju University)
  • 김헌철 (광주대학교 호텔외식조리학과)
  • Received : 2017.09.17
  • Accepted : 2017.10.20
  • Published : 2017.10.30
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Abstract

This study aimed to develop food truck concept based on demographic characteristics by using conjoint analysis. This study investigated the attributes importance and attributes level based on gender, age and income. Results of the research were following. First, as a result of analyzing the attributes importance and attributes level of gender, age, and income, it found that the price was more important than the type of food. The shape of food, a design of the truck and service are the following features of the attributes importance. Second, in the entire of market analysis, packaging was the most important factor next to the price and the food shape. Third, according to gender analysis, male and female prefer Korean style with price range of 5,000~7,000 won. Men prefer take - out menu such as plastic packaging and traditional truck design. Also, the study showed that women prefer having a meal at restaurant, paper packaging style and modern design. Fourth, according to the age analysis results, all of ages group prefer the price range of 5,000~7,000 won except for people who are 60s and beyond. Also, in the food type, people prefer Western style in their 20s, Japanese style in their 30s and Korean style in their 40s, 50s, 60s. Fifth, according to income analysis, Western menus with income of 4,000,000~5,000,000won are preferred a price range of 7,000~10,000won and Japanese menus with income more than 5,000,000won are preferred a price range of 7,000~10,000won.

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References

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