실버소비자 유형분류에 따른 외식시장 세분화

Segmenting Silver Markets with Their Dining-Out Behavior: CHAID-based Decision Tree

Continuing and rapid growth of the silver market consumers is a very important and an actionable market for restaurant managers and operators. This study explored how the interaction between silver consumers' characteristics and behaviors of restaurant consumption uses were associated with frequency of dining-out. A decision tree was developed using Exhaustive CHAID. A total of 529 useable data were collected from silver consumers who were 60 years or older, and based throughout six regions in South Korea. The results identified six important predictors and distinguished seven viable segments. Three of these seven segments could be considered actionable segments, thus providing more insights to restaurant managers and operators. Chi-square tests and one-way ANOVA tests were conducted to examine significant differences in existence amongst the segments. The identified target segments and their profiles will be essential in building effective communication and promotion strategies for various marketing purposes.