BTL 중심의 브랜드 접촉점에 따른 외식프랜차이즈기업 소비자 유형 분류 = Q방법론의 적용

다국어 초록 (Multilingual Abstract)

From these marketing paradigms, this study regards customer`s brand touch points to build relationship with the franchised companies in the food-service industry. As the value marketing from the substantiality paradigm, markets become more segmented for companies or brands. Moreover, the increasingly developed a method of communication has become very fragmented and diverse. For this reason, this study focused BTL strategies and brand touch points can be more specific about the study is meant as a proactive research. And Q methodology was used for this study to measure human subjectivity to identify the BTL strategic factors, and then construct the theoretical model from the factor interpretation. Through Q methodological approach of this research the five different types were found. First, the direct reaction of type 1, the immediate point of contact is a brand contacts. This type of consumer information in a more aggressive way, gathering a lot of interest in the franchise business was. Type 2 is available set menu and lunch menu, and the consumer or indirect contact with a brand as lower prices, membership, offer coupons. Type 3 for purchase of goods in the physical environment is affected. This type of brand recognition in the purchase stage and evaluation stage and receive interest at the same time. Type 4 of goods or raffle prizes, and in front of stores that were a direct response promotions. Type 5 of reviews, interviews and other PR or by store employees and officials of the service by the end of the action or had contact with the brand.