디저트카페 선택속성에 따른 시장세분화에 관한 연구

The purpose of this study is to identify the way of market segmentation based on the selection attribute of dessert and to analyze the difference in activity preference between market segments. This study used the 317 questionnaires for data analysis and was executed to analyze the difference among three groups by using demographic variables and basic characteristics of visiting. The results can be summarized as follows. Firstly, five factors for the selection attribute were extracted such as ``product quality``, ``service in store``, ``marketing in store``, ``appropriateness of price``, ‘service convenience’, Secondly, three clusters groups were segmented based on four factors by cluster analysis: "product-oriented", "practical interest-oriented", "periphery opportunity-oriented". Thirdly, there were difference among three groups in leisure culture enjoyment, self-development, increasing social exchange. The results of this study are useful for marketing strategies in dessert cafes.