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KMID : 1011620090250050531
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Korean Journal of Food and Cookey Science
2009 Volume.25 No. 5 p.531 ~ p.544
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A Study on Market Segmentation of Sales Promotion in the Family Restaurant - Focused on Sales Promotion of Strategic Alliances Benefits
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하동현:Ha Dong-Hyun
김시현:Kim Si-Hyun
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Abstract
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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.
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KEYWORD
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market segmentation, short-period benefits oriented, free benefits oriented, brand image, brand value, price fairness, customer loyalty
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