Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/17616
Title: A benefit-based approach to market segmentation : a case study of an American specialty coffeehouse chain in Hong Kong
Authors: Tan, AYF
Lo, ASY 
Keywords: Market segmentation
Selection criteria
Specialty coffeehouse
Cluster analysis
Discriminant analysis
Issue Date: 2008
Publisher: SAGE Publications
Source: Journal of hospitality and tourism research, 2008, v. 32, no. 3, p. 342-362 How to cite?
Journal: Journal of hospitality and tourism research 
Abstract: Specialty coffeehouses have become an increasingly important segment of the foodservice industry in Hong Kong. The exponential growth of this segment has generated keen competition. Without a good understanding of their customers, these coffeehouses may end up losing market share to competitors. The purpose of this study is to identify the market segments in Hong Kong specialty coffeehouses based on the benefits sought by customers when they visit specialty coffeehouses. A survey of 1,000 customers was conducted. The results of this study support the effectiveness of segmenting the specialty coffeehouse customers in Hong Kong using the benefits variable. Four distinct segments of customers were identified: service seekers, atmosphere seekers, quality coffee seekers, and marketing-oriented customers. Based on the differences in coffeehouse selection factors, sociodemographic variables, and coffee consumption behaviors among the four segments, managers of specialty coffeehouses in Hong Kong can customize their strategies to meet the needs of these four market segments.
URI: http://hdl.handle.net/10397/17616
ISSN: 1096-3480
EISSN: 1557-7554
DOI: 10.1177/1096348008317388
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