Benefit Segmentation

1 November 1980

journal article
other
Published by SAGE Publications in Cornell Hospitality Quarterly

Vol. 21 (3) , 6-12
https://doi.org/10.1177/001088048002100303

Abstract

Through the use of discriminant analysis, the traditional challenge to any advertising — "Will it sell? " - can now be answered in advance. A recent study identifies the attributes that should be stressed in advertising restaurants of three types

Keywords

SEGMENTATION
BENEFIT
RESTAURANTS
STRESSED
SELL
ANSWERED
USE OF DISCRIMINANT
IDENTIFIESTHE
ANYADVERTISING

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