제 3 절. 연구의 한계 및 추후 연구 방향

본 연구는 다음과 같은 몇 가지의 한계점을 갖고 있으며 앞으로의 연구에서는 이들을 추가적으로 고려하는 것이 필요하다 하겠다.

1.본 연구에서는 쌍대질문법만을 이용하여 자료측정을 한 바 있는데 그 결과 많은 항목에서 응답자들이 응답의 어려움을 겪은 것으로 밝혀졌다. 따라서,추후 연구에서는 실험 및 간접질문법과 같은 다른 질문법을 병행하여 연구를 수행하는 것이 바람직하다 하겠다.

2.표본 추출방법으로서 본 연구는 편의표본추출방법을 사용하였기 때문에 표본 추출상의 오류가 발생할 소지가 있었을 뿐만 아니라 또한 분석결과를 일반화하는데 어려움이 있었다.

따라서,후속적인 연구에서는 이러한 점이 특히 고려되어야 할 것이고 아울러. 패스트푸드산업이 비약적인 성장산업이라는 점을 감안할 때 햄버거가 아닌 피자를 포함한 여타 패스트푸드를 대상으로 후속적인 연구가 수행되는 것이 바람직하다 하겠다.

부록/설문지

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Abstract

An Empirical Study on the Determinant Attributes of Hamberger in Fastfoods

Choi, Moon Hee Dept. of Marketing The Graduate School of Business Administration Yonsei University

The purpose of this study is to discern the standards of hamburgers that consumers tend to esteem in purchase then define the discerpancy in determinant attributes among the different hamburger brands and demography.

The study found that the two groups that, respectively, preferred Lotteria and McDonald considered the brands' 'taste of hamburgers' commendable while the group that selected Mr. Joe's valued its emphasis on 'vegetables'. Specifically, the Lotteria group appraised Letters hamburger's taste, vegetables, sauce. and quality of meat, while the McDonald group appraised the hamburger's taste, nutritional value, price, and size. The group preferring the Korea-originated Mr. Joe's appreciated the hamburger's vegetables, sauce, dough quality. and taste. (The lists are in order of preference. )

Secondly, according to the analysis of consumer preferences: the taste of McDonald's hamburgers was most popular, then uncle Joe's and finally Lotteria's: the price of Lotteria was most reasonable, followed by McDonald then Mr. Joe's: and the dough quality, sauce, and vegetables of uncle Joe's were most savored followed by the dough quality of Lotteria and the sauce and vegetables of McDonald. Thus, the consumers most highly esteemed the hamburger taste of McDonald, the price of Lotteria, and the dough quality, sauce, and vegetables of uncle Joe's

The study also demonstrated that the male group valued the largeness of hamburgers more than the female group. The emphasis on price was inversely proportional to the consumers' age. Also, the class of undereducated teenagers esteemed the hamburger's price, size, and nutritional value.

Moreover, students considered the hamburger's price and size in purchase more than the working class, and married people thought more of the nutritional value than single people. the inhabitants of the kang-nam area placed more importance on the hamburger's size than the inhabitants of any other areas. And the group with the smaller monthly allowances tended to think more highly of the hamburger's price, size, and nutritional value.

Such results concluded that the group belonging in the age group of students considered the hamburger's price and largeness in purchase, the group of married people emphasized the nutritional value moreso than the group of singles, and men considered the size an important factor more so than the women.

Thus. the three purposes of this study were fulfilled. The results from this study can be incorporated into the marketing strategies of enterprises that have already entered or desire to enter the 'hamburger market'.