라이프스타일에 따른 패밀리레스토랑 차별화 마케팅 방안에 관한 연구 - 마케팅 믹스 7P's를 중심으로 -

The 21st century saw remarkable changes in the economic conditions and industrial environments. In particular, a large demand for food service has been created owing to the trend toward the nuclear family, increase of floating population and single households, and active participation of women in public affairs. Since 1980's the food service has been industrialized and established as a growing industry in earnest. Now, in order to accurately analyze the needs of consumers with various individual characters, we need to research on not only demographics but the correlations between the changes and traits of customers' life styles and the actual consumer behaviors. This study examined the current marketing programs of domestic family restaurants and classified them into marketing mix 7P's through expert analysis. Then, through a problem solving process, the lifestyles of customers were subdivided based on the lifestyle measures of preceding studies, and the differences of customers' preferences for marketing programs were analyzed and classified into marketing mix 7 P's by type of lifestyle.