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

Attributes and Levels Used in the Profiles for the Conjoint Analysis
Menu selection attributes
Level of attributes 
Taste Bland 
Good 
Price
†
3.95 ( Low price ) 
6.00 ( High price ) 
Appearance
Picture A(Bad appearance) 
Picture C(Good appearance) 
Nutrition Facet
Low Calorie/Fat 
High 
Calorie/Fat 

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2007 Annual International CHRIE Conference & Exposition 
62
RESULTS AND DISCUSSION 
Profile of respondents
A total of 250 respondents completed ranking the menu attributes profiles. There were 242 usable surveys 
used in statistical analysis. The ratio of female (60.7%) was slightly higher than male (39.3%). Most respondents 
were under 25 (99.2%) and were university students. Therefore, the respondents participating in this study represent 
the young adults group.