향토음식점 이용고객의 선택속성 및 이용동기에 따른 시장세분화: 강원도 지역을 중심으로

• 발행기관: 한국외식경영학회
• 저자명: 이덕원(Duk Won Lee) 이형룡(Hyung Ryong Lee) 이원옥(Won Ok Lee)
• 간행물 정보: 『외식경영연구』15권 1호, 49~71쪽, 전체 23쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.02.28

영문 초록

Aimed at local restaurants, Gangwon-site visitor survey was adopted calling on the 462 valid samples, Using local restaurants via a synchronous market segmentation by customer type for the four clusters based on the multi-select attributes Multinomial Logit model was estimated, Gangwon-motivated type of local restaurants available for the analysis of factors affecting the results are as follows. First, Experience preferred groups (clusters 1) the purpose of use of the local restaurants, and select Properties from the area showed significant affect. Experience preferred groups (clusters 1) local restaurants for a meal using local foods and a lot of interest in quality and taste factors, while less concerned with convenience factor has been identified as a group. Second, the quality rave preferred groups (clusters 2) information learned by word of mouth housewives with their family and friends visited the local restaurants In addition, food quality and taste local factors and human services interest factors were identified by many groups. Third, the Internet and mass media as a source of information, promote a favorite groups (clusters 3) awareness of the physical environment and factors have been identified by many groups are interested in. Fourth, the preferred group of personalities (clusters 4) the income of the male guests, visiting relatives and the family physical environment and many groups are interested in is the convenience factor.

키워드

Use motivation of traditional food consumer Selection attribute Multinomial logit model