| Summary: | 碩士 === 中國文化大學 === 觀光事業研究所 === 88 === In recent years, it has become a popular practice for fast food restaurants’ to offer discount coupons as one of their marketing tactics. As Feltenstein (1998) once put it “…… They are a legitimate part of a marketing plan, as long as you are able to discount your product without discounting your image”. The purpose of this study, therefore, is to investigate the relationships among consumers’ life style and their attitudes toward discount coupons and their coupon usage.
Convenience sampling procedure was used in this study. 500 questionnaires were handed out to dinners at fast food restaurants. Of the 500questionnaires, 461 were returned, resulting in a response rate of 92.2%. Frequency analysis, Cronbach’s alpha, Pearson correlation, Factor analysis, Cluster analysis, Chi-square, Discriminant analysis, MANOVA, and Linear Regression analysis were applied to analyzed the data collected.
In this study, fast food restaurants’ dinners were grouped into 5 clusters according to their life style, namely, “financially optimistic people”, “information seekers”, “art-loving travelers”, “born to be leaders”, and “curious and optimistic people”. Among these 5 groups of respondents, “curious and optimistic people” have a more positive attitude toward discount coupon, and were more likely to use discount coupons compared with other groups.
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