Analysis of Usage Factors of Restaurant Customers in Traditional Markets

Abstract

Background/Objectives: The traditional market, which was at the center of the domestic distribution industry, is undermined by the trend of large size, specialization, and service. Successful cases are often seen through the coexistence of traditional markets and dining services. In the traditional market, eating out is the main product, and the customer's preference is very high.

Methods/Statistical analysis: The purpose of this study is to summarize the usage factors that are important to customers of traditional market restaurants, and to analyze the priorities of the usage factors through the Analytic Hierarchy Process (AHP). In this study, we analyzed the level1 factors of traditional market restaurant customers into traditional market environment, restaurant environment, and food feature, and proposed an analysis model that classifies detailed factors of each factor.

Findings: The analysis results are as follows. First, Level 1 showed relatively high importance in order of food feature (0.41), restaurant environment (0.33), and traditional market environment (0.26). Second, the usage factor of food feature had high priority of flavor and price. In the restaurant environment, cleanliness and kindness were high priority. In the traditional market environment, cleanliness and accessibility were important. Third, overall priority was high in order of flavor, price, and restaurant cleanliness.

Improvements/Applications: These results will help to improve the management of vulnerable and small traditional market restaurants.