Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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A Study on Market Segmentation of Sales Promotion in the Family Restaurant - Focused on Sales Promotion of Strategic Alliances Benefits -

패밀리 레스토랑에서의 판매촉진에 의거한 세분시장에 관한 연구 - 전략적 제휴 혜택의 판매촉진을 중심으로 -

  • Ha, Dong-Hyun (Department of Hotel.Convention Management, Dongguk University at Gyeongju) ;
  • Kim, Si-Hyun (Major in Hotel Management, Graduate School of Hotel and Tourism Management, Dongguk University at Gyeongju)
  • 하동현 (동국대학교 호텔.컨벤션경영학과) ;
  • 김시현 (동국대학교 대학원 호텔경영)
  • Published : 2009.10.30
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Abstract

Strategic alliance is increasingly becoming a popular strategy in the family restaurant industry. In general, strategic alliance can be defined as several brands collaborating in technology development, marketing, or production while keeping their independence as separate business entities. This study identified segments on the basis of sales promotion resulting from strategic alliances between family restaurants and card companies. This study further investigated how brand image, brand value, price fairness, customer loyalty and demographics are different among the segments. From the statistical analysis, three segments were found; 'short-period benefits oriented' segment, 'intangible and discount benefits oriented' segment and 'free benefits oriented' segment. Among the three segments, the 'free benefits oriented' and 'intangible and discount benefits oriented' segments had greater perceived brand image, brand value and customer loyalty than the 'short-period benefits oriented' segment.

Keywords

References

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