레스토랑 선택속성에 따른 외식 프랜차이즈 기업의 브랜드 포지셔닝 분석

Analyzing Franchising Company's Brand Positioning Strategies Based on Restaurant Selection Attributes: A Case Study of NBG Nolboo

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. This study has produced perceptual maps showing the locations of restaurant brands. Data were collected from a sample of 213 restaurant patrons in South Korea. A self-completion questionnaire was used to measure brand similarity, selection attributes and brand preference. The results of multidimensional scaling analysis reveal that Nolboo Budae- Jjigae and Bossam were observed as being highly competitive with each other as can be seen by their close proximity in the perceptual map. The order of the brand ratings on selection attributes were Hangari-Galbi, Jinheuk-Gui, Bossam and Budae-Jjigae. Based on the results of the PREDMAP technique, the ideal point was located close to Budae-Jjigae, indicating that patrons considered Budae-Jjigae to be the more preferable brand. The study provides a useful picture of competitiveness among four brands and offers insight for practitioners.