Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
58
THE RELATIVE IMPORTANCE OF MENU ITEM ATTRIBUTES AT POINT OF SELECTION FOR 
YOUNG ADULTS IN A CAMPUS SETTING 
David A. Cranage 
The Pennsylvania State University 
University Park, PA
and 
So Jung Lee 
Chosun University 
Gwangju, Korea 
ABSTRACT 
This study identified the relative importance of menu attributes affecting customers’ decision process when 
selecting a menu item. A focus group interview and pre-survey were performed to elicit these attributes. Four 
attributes, taste, appearance, price and nutrition aspect, were identified in this study and analyzed for their relative 
importance. Nine menu profiles consisting of four attributes at two levels were elicited from a fractional factorial 
design. The subjects were asked to rank the order of nine profiles according to their preference. Taste (67%) was 
identified with the most important factor followed by price (17%), nutrition (12%), and appearance (4%). A 
comparison based on expenditure level for a lunch showed that those in high expenditure group think taste and 
nutrition aspects of a menu are more important than those in the low expenditure group.