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A Study of Market Segmentation Using Selection Attributes in Casual Dining and Fast Food Restaurants
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패밀리ㆍ패스트푸드 레스토랑의 선택 속성을 통한 시장세분화에 관한 연구

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Type
Academic journal
Author
Journal
The Korea Academic Society Of Tourism And Leisure Journal of Tourism and Leisure Research Vol.19 No.4(Wn.41)
Published
2007.11
Pages
249 - 267 (19page)

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A Study of Market Segmentation Using Selection Attributes in Casual Dining and Fast Food Restaurants
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Abstract· Keywords

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This study is to research a market segmentation predicting any combination of attribute of customer’s selection when customers choose casual dining or fast food restaurants. First, the customers’ selection preferences consist of the level of service, the purpose of visits, price, atmosphere, business hours, the reason to visit, and scale. Second, customers consider purpose of visits as the most important factor or, then scale, atmosphere, price, business hours, the reason to visit, and the level of service in an orderly fashion. Third, respondents prefer fast food restaurants to casual dining restaurants for the level of service. The price attribute appears highest in 5,000~10,000 won. Comfortableness and coziness are best preferred for the atmosphere. The selection attribute in 10 A.M.~2 A.M. is highest for the business hours. The section attribute of customer service is considered the highest for the reason to visit. The scale attribute appears highest in 30~50 pyung.
#패밀리ㆍ패스트푸드 레스토랑(familyㆍfast food restaurant) #선택속성 (selection attribute) #시장 세분화 (market segmentation)

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구조사 설계 및 분석방법
Ⅳ. 분석결과
Ⅴ. 결론 및 시사점
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References (22)

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1. [학위논문] - 김선아 / 1997 / 테마레스토랑을 이용하는 고객의 선택행동에 관한 실증적 연구 / 세종대학교 google schola 3. [학위논문] - 김정열 / 1999 / 준거집단이 레스토랑 선택의사결정에 미치는 영향에 관한 연구 / 세종대학교 google schola 4. [학술지(정기간행물)] - 김홍범 / 1998 / 고객의 외식동기에 따른 레스토랑 선택속성의 차이에 관한 연구 / 관광학 연구 21 (2) : 205 ~ 221 google schola 5. [학술지(정기간행물)] - 박희정 / 2002 / 이용행태 및 인구통계적 특성과 레스토랑 선택속성간의 관계에 관한 연구. -패스트푸드점을 중심으로- / 한국식품영양과학회지 31 (3) : 492 ~ 499 dbpia 6. [단행본] - 유필화 / 1994 / 현대의 마케팅 과학 / 법문사 : 121 ~ 185 google schola

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