Korean journal of food and cookery science (한국식품조리과학회지)

Korean Society of Food and Cookery Science (한국식품조리과학회)
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A Multiple Discriminant Approach to Identifying Frequent Users of Eating out at Family Restaurant

판별분석을 통한 패밀리레스토랑의 고객 분류와 마케팅전략에 관한 연구

  • 강종헌 (순천대학교 조리과학과)
  • Published : 2002.02.01
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Abstract

The purpose of this study was to identify the behavioral, attitudinal, and demographic correlates of light, medium, and heavy users of eating out at family restaurants. Among 358 reponses from the subjects, 224 responses were utilized for the analysis, and 134 responses were reserved for validating the discriminant function. Descriptive statistics, reliability analysis, stepwise discriminant analysis, canonical discriminant analysis, and anova analysis were used for this study. The findings from this study were as follows: First, He behavioral characteristics were found to discriminate among the three usage groups. Second, it was found that heavy users expressed greater difference between perception and expectation on the quantity of food that are appropriately served and the consistent quality of food at every visit. Third, the usage rate of eating out was not dependent on the sex, but dependent on the companion, average expenditure, and the time of eating out in chi-square test. Finally, the results of the study provide some insight into the pattern of marketing strategies that can be successfully used by the managers of family restaurants.

Keywords

References

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