연구논문(硏究論文): 베이커리 카페의 인지된 유사성과 선호속성에 의한 포지셔닝 맵

• 발행기관: 한국외식경영학회
• 저자명: 정유경 ( Yu Kyeung Choi ) 최연희( Yeon Hee Choi ) 임현정 ( Hyun Jung Lim )
• 간행물 정보: 『외식경영연구』14권 3호, 69~90쪽, 전체 22쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2011.06.30

영문 초록

This study was to draw a positioning map of bakery cafes based on the perceived similarities and preference attributes perceived by customers. The positioning map of bakery cafes shows how customers perceive on bakery cafes and how the market of bakery cafes are going. By utilizing this bakery cafes` positioning map, each bakery cafe can grasp the market competition situations and make efficient marketing strategies. At first, through the pre-test, four representative bakery cafes which were well known among the customers were selected: Paris Croissant, Paris Baguette, Tour les Jour and Twosome Place. Secondly, the results of investigating how similarly customers perceived four bakery cafes provided a positioning map based on the perceived distances among four bakery cafes. Thirdly, other results provided another positioning map focused on how distinctly customers perceived four bakery cafes when they considered the preference attributes of the bakery cafes. Finally, through analyzing the preference attributes, we found the ideal vectors of the bakery cafes` properties and compared each bakery cafe based on them.

목차

I. 서 론

II. 이론적 배경

III. 연구 설계

IV. 실증분석

V. 결론 및 제언

키워드

Bakery Cafe Positioning Map Perceived Similarity Preference Attributes Attribute Vector