The purposes of this study were to measure price elasticities of menu items of a family restaurant, identify differences of price elasticity between subgroups, and provide a comprehensive understanding on price elasticity. 3 menu items of a salad buffet family restaurant in Seoul were selected for analyses, and a questionnaire was developed through literature review and modified after pilot test. The questionnaires for main survey were distributed to 250 customers on their visit to the restaurant, and a total of 139 questionnaires were used for analyses (55.6%). Statistical analyses were conducted using SPSS Win (12.0) for descriptive analyses, t-test, ANOVA, and the main results of this study were as follows. The demands were expected very elastic to the changes in prices of all 3 menu items, and there were significant differences between groups of different company types. In addition, the changes in use were less affected by the changes in menu price when customers were satisfied with each menu item. On the basis of these results, it was concluded that price increases of menu items should be companied by quality improvement of products and services, and differentiated marketing strategy for each segments of customers would be helpful to profitability of the restaurant. Overall, measurement of price elasticity could help to predict customer behaviors on price changes, and give much useful information for managers and marketers of foodservice organizations in development of price strategies.

본 연구는 수자원정책의 효율성 제고를 위한 판단 자료 제공을 목적으로 업종별 공업용수의 한계생산가치 및 공업용수의 가격탄력성을 추정하였다. 두 가지 형태의 생산함수를 설정하여 추정한 공업용수의 한계가치 및 가격탄력성을 추정 결과를 보면 공업용수의 한계가치는 산업별로 차이가 있으나 공업용수의 평균 가격에 비하여 매우 큰 것으로 추정되었으며 가격탄력성 추정결과는 가격 현실화 정책 효과가 있음을 보여주고 있다.