시장세분화에 따른 중식레스토랑 선택행동에 관한 연구 = Research on the selection behavior of chinese restaurant as market segmentation

다국어 초록 (Multilingual Abstract)

In the food service industry, it has become the important factors to grasp consumers` characteristics, and to segment markets based on this and select a target market. This study tried to segment markets and select a target market by grasping the consumers` life style. As a result of the study, the consumers" life styles, who use Chinese restaurants, indicated those such as "ashion-seeking style", "progressively accomplishment-seeking style", "appearance beauty-seeking style", "social culture-seeking style", "dining out-seeking style", "autonomous western style", "consumption-oriented style" and "self-display style", And as a result we segmented the markets by using life style, we could see 7 segmented markets. This study also presented the socio-demographic characteristics in the consumers" selecting a behavior, who use Chinese restaurants, and the results of market segmentation according to life style. Since the consumers varied according to socio-demographic characteristics and life style in selecting Chinese restaurants, we need to segment markets by using market`s environment, that is, socio-demographic characteristics and life style.