Benefit segmentation in the restaurant industry |
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Authors: | Kenneth D Bahn Kent L Granzin |
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Institution: | (1) Virginia Polytechnic Institute and State University, Virginia, USA;(2) University of Utah, Utah, USA |
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Abstract: | The purpose of this paper is to investigate the relationship between personal values, demographics, life style, concern for
nutrition, eating patterns, restaurant patronage patterns, and required benefits. To accomplish this, consumers were first
clustered into four segments based on benefits sought in food preparation and food consumption. Second, univariate ANOVA and
discriminant analysis are used to determine the nature of the hypothesized relationships. It was found that benefits are influenced
by demographics, personal values, concernfor nutrition, and eating patterns. The data also suggest that required benefits
influence restaurant patronage patterns. |
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Keywords: | |
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