| Summary: | 碩士 === 致理科技大學 === 企業管理系服務業經營管理碩士班(含碩士在職專班) === 104 === In recent years, the food and beverage market has displayed growth trends, both in terms of store numbers and business turnover. One of the contributing factors is social change leading to transformation in family organization. Each child is seen as precious in his or her parents’ eyes; as parents have relatively limited time and resources. As a result, parent-kid restaurants have greatly flourished in Taiwan and are extremely popular among consumers. This study was performed to investigate consumers who patronize parent-kid restaurants in the greater Taipei region. Firstly importance of parent-kid restaurants was summarized. Then, the conjoint analysis method was utilized to explore reasons behind consumer preference for parent-kid restaurants. Using market segmentation analysis, marketing strategy recommendations were devised specially for parent-kid restaurants.
The research result reveals that most respondents choose the theme of the parent-kid restaurants as the most important attribute of parent-kid restaurants, followed by the style of their food, the price, the family activities, and the style of their game facilities. Moreover, consumers of the parent-kid restaurants can be divided into five classes according to the attributes they valued the most, including Food and beverage, price, and theme which conclude cartoons, sports, and learning. Parent-kid restaurant managers can construct different marketing strategies based on the difference in different classes of parental restaurant consumers.
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