프랜차이즈 기업의 브랜드 포지셔닝에 관한 연구

Abstract

This study adapted multidimensional scaling analysis to explore how patrons position brands based on restaurant selection attributes. A positioning strategy that establishes competitive advantage is critical for the financial success of a restaurant brand. The food service market appears to be extremely competitive due to the effects of the economic recession. This study has produced perceptual maps of relative positions of brands and their selection attributes. Empirical data was collected from restaurant patrons in South Korea. The results of multidimensional scaling analysis reveal that Nolboo Budae-Jjigae closely competitive; this can by seen by their close proximity in the perceptual map. However, certain brand possess a unique image attribute and is associated with other brands; Nolboo Hangari-Kalbi appears to located on isolated points on the perceptual map. This study provides specific suggestions about how a restaurant brand can use the results to improve their performance or to build a different edge.