Abstract
This study investigated whether variables taken from three separate classes of variables were predictive of membership in representative segments of the market for restaurants. Values, life style, and demographics were examined in relationship to patronage at fast food, family, and fine dining restaurants. Each set of predictors was found related to at least one patronage segment. Fast food customers were most completely characterized, and demographics offered the greatest ability to characterize restaurant market segments.
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Granzin, K.L., Bahnson, K.T. (2015). An Investigation of the Usefulness of Three Classes of Measures for Characterizing Restaurant Patrons. In: Lindquist, J.D. (eds) Proceedings of the 1984 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16973-6_8
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DOI: https://doi.org/10.1007/978-3-319-16973-6_8
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