시장세분화에 따른 중식레스토랑 선택행동에 관한 연구

• 영문명: Research on the selection behavior of Chinese restaurant as market segmentation
• 발행기관: 한국외식경영학회
• 저자명: 박경연(Park Kyung Yun) 나정기(Na Jeong Ki) 신성순(Shin Sung Sun)
• 간행물 정보: 『외식경영연구』5권 2호, 95~113쪽, 전체 18쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2002.09.30

영문 초록

In the food service industry, it has become the important factors to grasp consumers' characteristics, and to segment markets based on this and select a target market. This study tried to segment markets and select a target market by grasping the consumers' life style. As a result of the study, the consumers" life styles, who use Chinese restaurants, indicated those such as "ashion-seeking style", "progressively accomplishment-seeking style", "appearance beauty-seeking style", "social culture-seeking style", "dining out-seeking style", "autonomous western style", "consumption-oriented style" and "self-display style", And as a result we segmented the markets by using life style, we could see 7 segmented markets. This study also presented the socio-demographic characteristics in the consumers" selecting a behavior, who use Chinese restaurants, and the results of market segmentation according to life style. Since the consumers varied according to socio-demographic characteristics and life style in selecting Chinese restaurants, we need to segment markets by using market's environment, that is, socio-demographic characteristics and life style.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 조사설계 및 분석결과

Ⅳ. 시사점 및 결론

참고문헌