음식점이용에서 소비유형에 따른 추구가치와 선호요인에 관한 연구

The modern market has been more competitive than ever. So it is very important to show the consumers that the restaurants has a good image and the items sold at the restaurants have good qualities. Therefore, the marketers or owners need to study what factors can influence the consumers when they would search the prospective stores. The consumers might choose the retailer or restaurant that they prefer before they choose the products or items. In this study, it is focused on by what factors the consumers can be influenced when they evaluate the restaurant. This study showed that the atmosphere of restaurant can affect its image, its service and variety of items, and can also reinforce the consumers' perception for items and can lead the their confidence for products or items of the restaurant. It was said that consuming is assorted on the purpose and structure (Holt, 1995). That is, consuming is assorted on consuming for the purpose, consuming for the means or personal consuming which is focused on a personal relation. The previous studies about the preference factors for restaurants have depended on the physical characters of store or image, etc. They, however, could not examined the preference based on consuming. And they did not consider the individual character of consumer, although these appreciation factors for restaurants have something to do with the value of consuming. So this study examined how the products or items, service, availability of approaching, and image could affect the pattern of consuming of consumers. However, this study showed that the individual character of consumer was different according to the value of consuming. It also showed the individual consuming preference was affected by the products or items, service, and image of store. Therefore, the results could suggest that the same provision of service and items can not obtain the same reaction of all consumers. This result also suggested that the consumers should be managed by the individual character of consumers and their value for consuming. It showed that competitive power can be induced by the consideration of the consumer's character and the provision of distinctive treatment for them through the maintenance of personal relationship with the consumer. And this study which showed the general preference factors of restaurants, the pattern of consuming and their effects can be a theoretical contribution