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NTIS 바로가기한국조리학회지 = The Korean journal of culinary research, v.21 no.3, 2015년, pp.116 - 129
권나경 (경주대학교 호텔경영학과) , 이연정 (경주대학교 외식조리학부)
In order to maximize customer satisfaction and provide differentiated customer-oriented marketing strategies, it is important to understand the essence of consumer behavior and characteristics of their market segmentation. Therefore, this study explored the relationships among five different food-re...
핵심어 | 질문 | 논문에서 추출한 답변 |
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소비자 라이프스타일 분석은 무엇을 제공하는가? | 라이프스타일은 소비자의 다양하고 복잡한 구매활동을 설명할 수 있는 새로운 개념으로, 이러한 관점에서 외식시장의 마케팅에서는 소비자에 대한 보다 심층적인 이해를 위해 라이프스타일을 분석하여 소비행동이나 구매의식의 변화 동향을 예측하여 사용하고 있다(Kim TH et al 2013). 또한, 소비자 라이프스타일 분석은 시장에 대한 보다 나은 이해와 마케팅과 커뮤니케이션 매니저들을 위한 가치 있는 정보를 제공한다(Bielr AL 1992). 이로 인해 시장 세분화에 대한 기준이 설정될 수 있고, 그 결과 각 시장에 대해 적절한 마케팅 믹스를 개발하여 효과적인 마케팅 전략을 수립할 수 있어 소비자행동이 좀 더 구체적으로 설명될 수 있다(Gunter B & Furnham A 1992). | |
라이프스타일은 무엇으로 인하여 빠르게 변화하고 있는가? | 국민소득의 향상, 여성의 사회진출 증가, 독신 세대의 증가 등으로 라이프스타일은 빠르게 변화하고 있고 이런 환경적인 변화로 인해 외식산업도 점점 변화 발전하고 있다. 특히 커피시장은 최근 몇 년 사이 눈부신 신장세를 보이며 새로운 패러다임으로 전환했다. | |
어떠한 사회적 변화에 의하여 커피시장이 최근 몇 년 사이 눈부신 신장세를 보이고 있는가? | 특히 커피시장은 최근 몇 년 사이 눈부신 신장세를 보이며 새로운 패러다임으로 전환했다. 간편하게 타 마시는 인스턴트커피를 선호했던 한국인의 소비 특성이 밥값보다 비싼 원두커피로 빠르게 재편되면서 커피를 마신다기 보다는 문화를 소비하는 개념으로 바뀌고 있는 것이다(Kim TH et al 2013). 지속적인 경제성장과 함께 소비문화의 큰 변화 중 하나인 커피문화는 최근의 급작스런 불황에도 불구하고, 유일하게 가파른 성장을 지속하고 있고, 앞으로도 당분간 커피산업은 활황으로 이어질 것으로 보인다. |
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