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http://dx.doi.org/10.20878/cshr.2017.23.2.002

A Study on Brand Positioning of Franchise Snack Bar - Focused on Busan Area -  

Lee, Soon-A (Foodservice Management., Kyungsung University)
Kang, Hee-Seog (Culinary & Foodservice, Kyonggi University)
Lee, Sang-Mook (Foodservice Management., Kyungsung University)
Publication Information
Culinary science and hospitality research / v.23, no.2, 2017 , pp. 11-22 More about this Journal
Abstract
This study is focused on five franchise snack bars to create an effective marketing strategy by analyzing the competitive relationships among them and by grasping selection properties that satisfy customers. Discriminant Analysis was utilized to suggest methodological frameworks, and the results show three factors (food quality, employees' service, and physical environment) were extracted that contains twenty five questions. A one-way analysis of variance (ANOVA) was carried out in order to verify if there were statistically meaningful differences in the Franchise snack bars, and post hoc comparisons were conducted using the Duncan method. In addition, Multidimensional Scaling (MDS) was used to measure brand similarity, selection attributes, and brand preferences. The results of the analysis show that Addal had the highest scores on average in all three factors (food quality, employees' service, and physical environment), Bong-Gus Babberger had two higher scored factors (employees' service and physical environment) than the average, and Gobongmin kimbab had also two higher scored factors (food quality and physical environment) than the average. Kimbab chunguk appeared to have lower scores than the average in all three factors (food quality, employees's service, and physical environment). The findings of this study provide a useful positioning map of competitiveness among five brands and offer practical marketing proposals.
Keywords
franchise snack bar; selection attribute; positioning strategy;
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Times Cited By KSCI : 6  (Citation Analysis)
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