Segmentation for a multiunit restaurant operation: Taking location into account when advertising

Cornell Hotel and Restaurant Administration Quarterly

Volumn 38, Issue 4, 1997, Pages 56-61

  Bojanic, David C ^a   Shea, Linda J ^a  

^a UNIVERSITY OF MASSACHUSETTS   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0031206404     PISSN: 00108804     EISSN: None     Source Type: Journal    
DOI: 10.1177/001088049703800434     Document Type: Article

References (13)

1. 1 Stephen J. Hiemstra and Steven T. Kosiba, "Recession and Tax Impacts on the U.S. Restaurant Industry," Hospitality Research Journal, Vol. 17, No. 2 (1994), pp. 17-23.
2. 2 Philip Kotler, John Bowen, and James Makens, Marketing for Hospitality and Tourism (Upper Saddle River, NJ: Prentice-Hall, 1996), pp. 245-255; and William R. Swinyard and Kenneth D. Struman, "Market Segmentation: Finding the Heart of Your Restaurant's Market," Cornell Hotel and Restaurant Administration Quarterly, Vol. 27, No. 1 (May 1986), p. 96.
3. 2 Philip Kotler, John Bowen, and James Makens, Marketing for Hospitality and Tourism (Upper Saddle River, NJ: Prentice-Hall, 1996), pp. 245-255; and William R. Swinyard and Kenneth D. Struman, "Market Segmentation: Finding the Heart of Your Restaurant's Market," Cornell Hotel and Restaurant Administration Quarterly, Vol. 27, No. 1 (May 1986), p. 96.
4. 3 Swinyard and Struman, pp. 88-96.
5. 4 David C. Bojanic and Rodney B. Warnick, "Segmenting the Market for Winter Vacations," Journal of Travel and Tourism Marketing, Vol. 4, No. 4 (1995), pp. 85-95.
6. 5 Glenn Withiam, "Who's Dining Out?," Cornell Hotel and Restaurant Administration Quarterly, Vol. 26, No. 3 (November 1985), p. 4, summarizing work done by William R. Frisbee and Carl D. Riegel.
7. 6 Russell I. Haley, "Benefit Segmentation: A Decision-Oriented Tool" Journal of Marketing, July 1968, pp. 30-35. See also: Russell I. Haley, "Benefit Segmentation - 20 Years Later," Journal of Consumer Marketing, Vol. 1, No. 2 (1983), pp. 5-13.
8. 7 Michael S. Morgan, "Benefit Dimensions of Midscale Restaurant Chains," Cornell Hotel and Restaurant Administration Quarterly, Vol. 34, No. 2 (April 1993), pp. 40-45.
9. 8 Robert C. Lewis, "Restaurant Advertising: Appeals and Consumers' Intentions," Journal of Advertising Research, Vol. 21, No. 5 (October 1981), pp. 69-75.
10. 9 Christopher C. Muller and Crist Inman, "The Geodemographics of Restaurant Development," Cornell Hotel and Restaurant Administration Quarterly, Vol. 35, No. 3 (June 1994), pp. 88-95.
11. 10 Linda J. Shea and Chris Roberts, "Analysis of the Competitive Environment of Hotels," Journal of Hospitality and Leisure Marketing, Vol. 3, No. 1 (1995).
12. 11 Robert D. Reid, Hospitality Marketing Management, 2nd ed. (New York: Van Nostrand Reinhold, 1989), pp. 122-123.
13. 12 See, for example, Barry Cohen. "The 'WOW' Effect: How One Restaurateur Continues to Delight Customers," Cornell Hotel and Restaurant Administration Quarterly, Vol. 38, No. 2 (April 1997), pp. 74-81.