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

Table 3 
Comparison of the Relative Importance According to Lunch Expenditure Levels 
 
Low expenditure group 
(Less than $ 4.00 ) 
Moderate 
expenditure group 
( $ 4~$6 ) 
High expenditure 
group 
( More than $ 6 ) 
Taste 
Relative of importance (%) 
66.09 
37.36 
46.15 
Bland
†
-.3506 
-.1635 
-.4000 
Good
†
.3506 
.1635 
.4000 
Appearance 
Relative of importance (%)
 
28.16 28.57 
11.54 
Picture A (bad appearance)
†
-.1494 
-.1250 
-.1000 
Picture C (good appearance)
†
.1494 
.1250 
.1000 
Price 
Relative of importance (%)
 
4.02 22.53 
15.38 
$ 3.95 (low)
†
.0213 
.0986 
.1333 
$ 6.00 (high)
†
-.0213 
-.0986 
-.1333 
Nutrition facet 
Relative of importance (%)
 
1.72 11.54 
26.92 
Low Calorie/Fat
†
.0091 
.0505 
.2333 
High Calorie/Fat
†
-.0091 
-.0505 
-.2333 
N 
101 122 
20 
% of sample 
41.6 50.2 
8.2 
Pearson R
2
 
.959
***
.613
*
.790
**

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2007 Annual International CHRIE Conference & Exposition 
64
good, look good and be nutritious too. So the relative importance drops somewhat. To demonstrate this further, we 
found that the high expenditure level was related with concern of a healthful menu. In other words, the relative 
importance for the nutrition facet of a menu in the high expenditure group (26.74) was clearly higher than other 
groups (1.72 for low expenditure and 11.54 for moderate expenditure group).
These results implicate that the different customer segments which have different considerations for the 
attributes of menu items exist in the campus dining environment. Also, their consideration for the relative 
importance of menu selection attributes at point of menu selection seem to be different according to expenditure 
level as shown in this study’s results.
These results could lead to various marketing strategies targeting customers with different preferences in 
campus dining. For example, for the small but growing segment of health oriented customers, foodservice 
professionals working in campus dining should be thinking about the introduction of healthy menu items in their 
menu selection in order to satisfy their customers’ changing needs—keeping in mind that taste is still the major 
factor in menu selection.