An Application of Conjoint Analysis to Consumer Preference of Brunch Restaurants in Taiwan

摘要

Both the number of stores and sales volume in Food and Beverage Services Industry in Taiwan have kept increasing in the past five years which indicates that the industry is booming Brunch restaurants are in this industry Brunch has gained much popularity in recent ten years in Taiwan We want to know how to build an appealing brunch restaurant in such a competitive industry In our study Conjoint Analysis is used to analyze the preference of consumers for brunch restaurants Further the analysis of market segmentation can be references for the construction of new marketing strategies Our study is also a complement to the lack of research regarding brunch restaurants in Taiwan The research result reveals that the most important attribute while respondents choosing a brunch restaurant is Price The second one is Interior Design Style The third ones are Meal Variety and Reference from Media or Friends The last one is Certification of Meal Safety Quality New marketing strategies can be constructed according to analysis result of market segmentation in our study For example if a brunch restaurant’s target audience are people who have the habit of eating organic vegetable certification of meal safety quality will be a big plus

獎項日期	2015 6月 29
原文	English
監督員	Yao-Chuan Tsai (Supervisor)