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The purpose of this research is to estimate selection attribute, part-worth, potential market share of Korean restaurant focused on young Chinese consumers. For this research, a total of 180 questionnaires was collected from May 1st 2009 to May 20th 2009 and the following research design was adopted. The research design was a full profile method by orthogonal design then 9 main profiles, 2 holdout sets were created. Conjoint analysis was used to test which attribute was the most decisive factor. The results of this research were as follows. The type of menu, interior, price, time spending in the restaurant were the factors that customer attached the great importance to Korean restaurant. One of the most preferred Korean restaurant gained 47.4% potential market share from the choice simulation. The information gained from this research provided an important starting point for strategy of Korean restaurant to the international market especially China and determined what kind of attribute was considered in the complex state when Chinese consumer select the Korean restaurant.


The purpose of this research is to estimate selection attribute, part-worth, potential market share of Korean restaurant focused on young Chinese consumers. For this research, a total of 180 questionnaires was collected from May 1st 2009 to May 20th 2009 and the following research design was adopted. The research design was a full profile method by orthogonal design then 9 main profiles, 2 holdout sets were created. Conjoint analysis was used to test which attribute was the most decisive factor. The results of this research were as follows. The type of menu, interior, price, time spending in the restaurant were the factors that customer attached the great importance to Korean restaurant. One of the most preferred Korean restaurant gained 47.4% potential market share from the choice simulation. The information gained from this research provided an important starting point for strategy of Korean restaurant to the international market especially China and determined what kind of attribute was considered in the complex state when Chinese consumer select the Korean restaurant.


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Korean restaurant, Selection attribute, Chinese consumer, Conjoint analysis