Segmentation of customers based on food related lifestyle scale at chain restaurants (Case study: Boof fast food chain restaurants in Tehran)

Document Type : Research Paper

Authors

1 Anssistant Prof, Marketing Management, Alzahra University, Tehran, Iran

2 Anssistant Prof, Marketing Management, University of Tehran, Tehran, Iran

Abstract

With a variety of customer needs, identification of target markets in the service sector is becoming more complex. Understanding of the attitudes and motives of market segments increases the possibility of producing and offers customized products and services and enhances the competitive advantages of firms. The most important market segmentation tool in the food industry is segmenting customers based on food related lifestyle that investigates how people reach value through eating. This research is conducted with the subject of "Segmenting customers based on food related lifestyle scale in chain restaurant" and pursues the following goal: Segmenting restaurant customers based on food-related lifestyle. The population of the current applied research which is of descriptive / survey type, consists of all the Boof chain restaurants customers in Tehran. From among 440 statistical samples, which were selected using multiphase clustering method, 384 questionnaires were analyzed. The research data were analyzed using SPSS software and exploratory factor analysis and cluster analysis method. This research identified three different groups of customers with different food-related lifestyles including “health-conscious customer, convenience-oriented consumer, and uninvolved customer.”

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References

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