라이프스타일 유형에 따른 뷔페레스토랑 고객의 구매행동에 관한 연구

The purpose of this study is to provide suitable marketing activities by comparing choice attributes of buffet restaurants and purchasing behavior of buffet restaurant customers based on life style. This study conducted a research on 400 people living in Busan and Kyungnam region who have been to buffet restaurants by analyzing frequency, factor, cluster, variance, and cross tabulation through SPSS12.0 statistical program. Life style was classified as 4 types: achievement desire, health, trend, and active eating out seeking types through cluster analysis. In terms of difference in choice attributes of buffet restaurants, achievement desire type values accessibility, for trend seeking type, taste, hygiene, and service, and for active eating out type, sales promotion while health seeking type disregards sales promotion, menu presentation, and the atmosphere. In terms of difference in purchasing behavior, achievement desire type is heavily dependant on ads and brands and health seeking type is less likely to make economic and planned purchase contrary to trend seeking type. Active eating out type is relatively less likely to make economic and planned purchase, more likely to be dependant on ads and brands. This result suggests that marketing activities should be differentiated based on systemic selection of market segments and segmented nature of cluster in this increasingly competitive buffet restaurant market.