Differences in Consumers’ Preferences for Menu Attributes as They Relate to Consumers’ Level of Food Involvement


우은주, 김영국

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This study was undertaken in the context of the increase in food service and the importance of understanding consumers’ preferences in terms of food involvement in the food service sector. Therefore, this study is was to identify differences in attributes of take-out menus and the consumer’s level of food involvement. Based on previous studies, this study adopted five key attributes of take-out menus: price, taste of food, convenience, and nutrition, and food involvement as the extent to which people enjoy talking about food, entertain thoughts about food during the day, and engage in food-related activities. Valid responses were collected from 192 consumers who had used take-out food, and they were approached on the streets around shopping malls and restaurants. Although this study found no significant differences between the level of food involvement and price, convenience, or health, it did find differences between the level of food involvement and speed and taste. Findings contribute to advancing knowledge about consumers’ preferences in terms of involvement in the take-out food service sector.


 Ⅰ. Introduction
 Ⅱ. Literature review
  1. Menu development
  2. Food involvement
 Ⅲ. Methodology
  1. Research instruments
  2. Sampling and data collection
 Ⅳ. Data analysis and results
  1. Respondents’ personal backgrounds
  2. Food Involvement Grouping (FIG)
  3. Attributes of take-out menus and Food Involvement Grouping (FIG)
  4. Differences in attributes of take-out menus by demographic factors
 Ⅴ. Conclusion


  • 우은주 Eunju Woo. Kangwon National University
  • 김영국 Yeonggug Kim. Kangwon National University


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