외식소비자의 라이프스타일별 정보탐색에 따른 시장세분화에 관한 연구
A study on the market segmentation based on the searching for information and lifestyle of restaurant consumer
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Recently, restaurant has been discussed to have potential as a medium for extending the range of consumers’ information sources. The present research examined sources of information search by segmenting the market of consumers according to lifestyle of consumers, and examined reliability on information sources. The results of this research is summarized, it is as follows. First, as a result of executing factor analysis by type of lifestyle were deduced in values, so a total of 17factors were deduced. And as a result of executing the cluster analysis with 17 factors, it was divided into 4 kinds of group. Second, The present research found out a type of information search according to lifestyle that was not handled previously, and examined behaviors of consumers by more segmentation of information sources. Third, The results of this study would be meaningful for marketers or managers in the restaurant business to identify targeting customer segmentation so that they could make ideal marketing strategies and ‘integrated marketing communication’ strategies. This study will provide significant insights for the effective communication strategies for the consumer information providers such as marketers.
Abstract
Recently, restaurant has been discussed to have potential as a medium for extending the range of consumers’ information sources. The present research examined sources of information search by segmenting the market of consumers according to lifestyle of consumers, and examined reliability on information sources. The results of this research is summarized, it is as follows. First, as a result of executing factor analysis by type of lifestyle were deduced in values, so a total of 17factors were deduced. And as a result of executing the cluster analysis with 17 factors, it was divided into 4 kinds of group. Second, The present research found out a type of information search according to lifestyle that was not handled previously, and examined behaviors of consumers by more segmentation of information sources. Third, The results of this study would be meaningful for marketers or managers in the restaurant business to identify targeting customer segmentation so that they could make ideal marketing strategies and ‘integrated marketing communication’ strategies. This study will provide significant insights for the effective communication strategies for the consumer information providers such as marketers.
참고문헌 (27)
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