QUANTITATIVE METHODOLOGY OF POTENTIAL CUSTOMER'S KANSEI IN ANALYSIS OF FOODSERVICE DEMAND

From the foodservice point of view, each consumer's Kansei as influenced by the senses, dining experiences, personality, preference, feeling and so on, will be bonded into real eating at various types of restaurants. In this paper, we regard the real eating as foodservice demand, and study it through quantitative methods in a variety of commercial environments. In our approach, we extend the framework for foodservice demand analysis, extracted as a rule of thumb by an experienced US consulting firm, leading to the required purchasing/eating number of food (meals), based on required seat number, type of restaurant and eating occasion/time. Based on the logical modeling for foodservice demand structure, our proposed methodology is characterized by taking into account 2 major types of commercial environments, namely “Demand Source”and “Patron Pool, ”and to apply quantitatively 3 major factors, namely “Ratio of effective foodservice demand”, “Ratio of distribution by eating occasion”and “Ratio of distribution by business type”. This is done to estimate the feasible scale of business, as calculated in required seat number for each of three proposed major categories of restaurant business types. In order to evaluate the validity of our proposed logical modeling, we have applied it to real data collected from a comparative study on an existing local Shopping Center, as gathered from actual POS data.