Using factor-cluster analysis to segment patrons of casual dining establishments in the United States

Abstract

Purpose – Focussing on behaviors and attitudes of casual dining patrons, the purpose of this paper is to use a factor-cluster approach to segment patrons into market groups and attempts to determine if differences exist in motivational factors among segments. Design/methodology/approach – Factor-cluster analysis is an alternative segmentation method to more traditionally used methods based on consumer demographics. Push and pull motivators were analyzed through factor analysis to determine important groupings. Then, to identify homogenous subgroups, k-means cluster analysis was conducted to segment 559 survey respondents based on factor importance. Findings – Three diverse groups were identified: Fraternizing Kitchen Fearfuls, Functional Feasters, and Foodie Fanatics. The various push and pull factors appeared to affect segments differently, with each cluster ascribing various importance levels to each of the factors used in the clustering approach. Research limitations/implications – Limitations include the use of a convenience sample and on-campus sampling. Future research should use random sampling methods and obtain surveys from sites not associated with a college campus. Practical implications – Though not often used in hospitality research, factor-cluster analysis can be useful to segment diners based on behavioral intentions and attributes, allowing marketers to more accurately target these diverse consumer segments. Marketing implications for casual dining restaurants are suggested. Originality/value – Using the involvement construct with push/pull motivators, this study groups respondents though factor-cluster analysis. Though used in tourism studies, factor-cluster analysis has yet to be studied in the context of casual dining restaurant patrons.