외식동기를 통한 패밀리 레스토랑 여성고객시장 세분화 전략에 관한 연구

• 영문명: Segmenting Female Customers Market Visiting Family Restaurant through Eating Out Motivation
• 발행기관: 한국외식경영학회
• 저자명: 고재윤(Ko Jae Youn) 송학준(Song Hak Jun) 우주리(Woo Ju Ree)
• 간행물 정보: 『외식경영연구』10권 1호, 71~89쪽, 전체 19쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2007.03.31

영문 초록

Despite numerous research on motivation in the field of business administration, there is a paucity of research identifying motivation dimensions of family restaurant consumers and segmenting them with distinct subgroups. In this regard, the purpose of this study is three folds: identifying the underlying dimensions of motivations for family restaurant consumers, using a factor analysis; segmenting family restaurant with comparable needs, using a cluster analysis based on derived motivation factors; and exploring any differences between segments with respect to socio-demographic and behavioral variables. The results of this study showed that motivation for eating out factors were five; self-ostentation, epicureanism, convenience, vogue, sociability. Also, a cluster analysis identified two clustered segments(negative eating-out seekers, active eating-out seekers) for selected five motivation factors. Two groups showed differences in consuming behaviors of family restaurant. This indicates that the differentiated marketing strategies are needed to develop family restaurant market.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 실증분석

Ⅴ. 결론

참고문헌

키워드

Family Restaurant Motivation Market Segmentation Female Customers