| Abstract |
In this paper, decision tree is used to analyze the willingness to participate in the premium brand of Chuncheon Dakgalbi (roasted chicken) restaurant CEOs. The results show that male CEO‘s account for 73.5% and female CEO's account for 26.5%; in addition, the high-school graduates account for 53.9% and 50~60 year-old CEO‘s accounts for 40.2% which is the most of all. 61.8% of them showed the willingness and 38.2% did not on the other hand. Furthermore, 50~59 year-old male CEO’s, who had 5~10 years’ experiences but did not have a high school diploma, showed the most willingness. On the contrast, 40-50 year-old female CEO, who had less than 5 years’ experiences but also did not have a high school diploma, showed the most unwillingness. Due to the above results, the former groups’ willingness needs to be further developed and the latter groups’ negative attitudes toward the premium brand should be changed for the purpose of making premium brand on Chuncheon Dakgalbi successful.
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6LeeSS-Rev2.pdf
