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This study was to research a market segmentation in family restaurant customers' by using the Q methodology. For this purpose, the researcher surveyed family restaurant customers and categorized the restaurant markets for effective marketing. Categorization of family restaurant markets will result in segmentation of the market, which is essential for restaurant marketing. The P-sample for this study consisted of 24 who had been sampled from the restaurant customers. For Q-factor analysis, QUANL statistical program was used, and the correlations among categories were analyzed, while independence of each category was examined. As a result of such analyses, a total of 4 categories of market segmentation in family restaurant customers' could be determined: 'type of menu preferences', 'type of pursuing an accessibility', 'type of pursuing an atmosphere', 'type of event preferences'


This study was to research a market segmentation in family restaurant customers' by using the Q methodology. For this purpose, the researcher surveyed family restaurant customers and categorized the restaurant markets for effective marketing. Categorization of family restaurant markets will result in segmentation of the market, which is essential for restaurant marketing. The P-sample for this study consisted of 24 who had been sampled from the restaurant customers. For Q-factor analysis, QUANL statistical program was used, and the correlations among categories were analyzed, while independence of each category was examined. As a result of such analyses, a total of 4 categories of market segmentation in family restaurant customers' could be determined: 'type of menu preferences', 'type of pursuing an accessibility', 'type of pursuing an atmosphere', 'type of event preferences'