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Market Segmentation In Restaurant

1296 Words6 Pages

1.1 Literature Review
1.1.1 Market Segmentation Market segmentation is a marketing concept, and it is based on the customer needs and wants. The objectives of the concept is to let customer satisfy with what they wants and to understand of customer preferences and produce the product and service. Customer satisfaction is an important factor for the restaurant because it is how they going to survive in the restaurant industry. Basically to understanding of the social, economic and, to a limited extent, psychological location of the consumer (Salim, A, T., Rahmat, H., Karuthan, C., & Mukesh, K. 2012). The objectives are to let the satisfaction level become higher which based on effectively and efficiently. To identify the market is by …show more content…

It is differentiate based on different type of services, price offered, market orientation, type of establishment, variety of menu, food specialization, style of operation and ownership (Lawson, 1994 in Othman and Don, 2008). Basically in Malaysia, casual dining and fine dining restaurant are included in full service restaurant based on (Euromonitor International, 2012c) because it provides waited table service for customer (Gregoire and Spears, 2007). Meanwhile fast food restaurant consider as quick service restaurant because they produce quick order, quick production and quick pick up. Nowadays, in the food & beverage industry have many different type of restaurant raising up, it is because changing of lifestyle. Therefore, there is a good opportunity to growth on different restaurants. Food service industry also create employment where it also contributes to the working opportunity to the …show more content…

In Malaysia, these are more than 3000 fast food outlets operating (Euromonitor International, 2012b). From all types of restaurants, researchers agreed that most of the people will looked for fast food restaurants in the world. Accoding to Kaynak et al. (2006) nowadays, fast food is popular for the people are so busy on working, therefore fast food sector is increases as the demand from customers are increasing. Atkins and Bowler (2001) stated that fast food is a solution for the busier consumer lifestyle and for dual-working families with children. Fast food restaurants in Malaysia is consider as franchising business. 40% from total of franchises operating in Malaysia are foreign franchises and unsurprisingly, 70% is covered by American franchises. It is popular among consumers and will continue growing in the future of disposable income and increasing of western influenced (Franchising market, 2005). The most successful franchise restaurant is Kentucky Fried Chicken (KFC) and there are dominates the fast food industry in Malaysia. There have more than 500 outlets in Malaysia compare to McDonald’s has more than 200 of restaurants located nationwide and will expanding every year 20 to 25

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