패스트푸드 광고에 대한 소비자 태도 유형 분석

• 영문명: Analysis of Consumers Attitude in Fast Food Advertisement
• 발행기관: 한국외식경영학회
• 저자명: 김명희(Myung Hee Kim) 김아현(Ah Hyeon Kim) 남차현(Cha Hyun Nam)
• 간행물 정보: 『외식경영연구』15권 3호, 241~264쪽, 전체 24쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

This research was the discovery of factors in fast food consumers pattern using Q-methodology. The aim of this study review what kind of subjective structure the fast food consumers pattern has through the perception of the image of fast food advertisements. There are 4 types of consumers` approach about the fast food advertisement in this research. The first type is ``trust pursuit``, which stands that trustworthy design trustable is most important. They emphasize on freshness, safety material, trust of product`s brand. The second type is ``reasonable consume``, where a low price, plentiful quantity are requested. The third type is the ``highly of image``, which pay attention to relationship between advertising content and product brand. The fourth type is the ``experimentalism``. Consumers choose products by their previously experience, they just prefer their familiar products. They are difficult affected by the views around them. This research intend to find the reasons which may influence food service industry advertisement by testing and classifying the consumers` attitude on food service industry advertisement. Variety advertise strategy will be used in food service industry marketing by subdividing and practical using advertise concept.

키워드

Q-methodology Fast food Advertisement Types of consumers attitude