컨조인트분석을 이용한 패밀리 레스토랑의 성공요인에 관한 연구

• 영문명: Research on Success Factor of Family Restaurant through Conjoint Analysis
• 발행기관: 한국외식경영학회
• 저자명: 안성식(Ahn Sung Sik) 박기용(Park Ki Yong) 양주환(Yang Ju Hwan)
• 간행물 정보: 『외식경영연구』8권 1호, 87~104쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2005.04.30

영문 초록

This purpose of this research was to find out what attributes customers think are most important in selecting family restaurants and also to carry out effective marketing activities based on market segmentation using the value of utilities of individual customers. In the past, only demographic statistics were taken into consideration when segmenting the market. However in this research, market segmentation was carried out through cluster analysis by utilizing the individual value of utilities derived through conjoint analysis. The information gained through this research provides an important starting point fin- marketing activities to determine the market which can best focus on the core efforts in the whole family restaurant market. Unlike the traditional market segmentation method of the past, which used demographic statistical characteristics, market segmentation using the utilities of each individual can segment the market more realistically and scientifically. When market segmentation is carried out by using the selected attributes and utility value of the derived type of business and type of service of the family restaurants, it can help improve the family restaurant taking into consideration the right type of business and type of service for the family restaurant. Also, by taking into consideration the changes in the market share through simulation, it will help derive the best pricing and promotion policies, creating an effective marketing strategy.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 연구의 이론적 배경

Ⅲ. 실증분석

Ⅳ. 분석결과

Ⅴ. 결론 및 시사점

참고문헌

키워드

Family restaurant Market segmentation Conjoint analysis