A Study on the Relationship between the Use Behaviors, Demographics, and Restaurant Selection Attributes

이용행태 및 인구통계적 특성과 레스토랑 선택속성간의 관계에 관한 연구 -패스트푸드점을 중심으로-

  • 양위주 (신라대학교 국제관광경영학과) ;
  • 박희정 (신라대학교 국제관광경영학과)
  • Published : 2002.06.01


The objective of this study is to identify the attribute factors for fast food selection according to their characteristics of the use behaviors and demographics. The results of these findings suggest the attribute factors for selection were classified into ten : physical service, cleanliness/promptness, human service, convenience/promotion, accessibility, menu variety, food quality, service for child and parking, added service, and comfortness. “Cleanliness” and “good taste” were considered as determining factors in selecting a fast food restaurant. According to the consumer's use behaviors and demographics, attribute factors for fast food selection were significantly different. Therefore, the marketers and managers on the fast food industry should develop their own appropriate marketing strategies and implement effective targeting, positioning, and promotional strategies.


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