Take-out 전문점의 고객 세분화 전략

• 영문명: The Market Segmentation Strategy for a Take-out Specialty Store
• 발행기관: 한국외식경영학회
• 저자명: 이명강(Lee Myung Kang) 양일선(Yang Il Sun) 이소정(Lee So Jung) 신서영(Shin Seo Young)
• 간행물 정보: 『외식경영연구』9권 1호, 153~172쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.03.31

영문 초록

The purpose of this research was to investigate the lifestyle and characters of customers in take-out specialty store, Cafe Amoje, and to find out the target market through the market segmentation. The questionnaire were distributed to customers(N＝188) at 5 Cafe Amoje branches in department stores in Seoul, from April 25, 2002 to April 29, 2002. Most of the respondents were women(88.3%), who were consisted of married women(45.7%) but housewives only accounted for 5.9% of total women, which showed the different market composition from other foodservice segments. The main reasons for using take-out food were to try new and tasty foods, convenience, and lack of time. According to the 'Lifestyle' characteristics, potential market(customers) could be divided into two segments. The first customer group was characterized by high interest for society, active and independent lifestyle, and positive attitude to the convenient food. The characteristics of second group were discreet, conservative, passive and negative attitude towards cooking and convenient food. The first group can be selected to be a target market because they get positive attitude to the convenient food. These two groups showed significant differences on the importance of the evaluating factors.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 연구 내용 및 방법

Ⅲ. 연구 결과

Ⅳ. 결론 및 제언

참고문헌

키워드

Take-out Customer segmentation Lifestyle Marketing Strategy Convenience