Abstract
What are the major segments in the fast-food market? What does each like and dislike? What are their lifestyles and demographics?
This paper discusses two alternative segmentation approaches in addressing such questions among the Singapore fast-food market: a management-defined method (in which management predefines or anticipates the variables along which the market is to be segmented) and a market-defined method (in which market data, not management intuition, provides the structure for the definition of segments).
Research on the Singapore fast-food market is introduced and fast-food patrons are segmented using a cluster analysis on measures of fast-food attribute importance. This clustering produces five segments, each characterised by fundamentally different objectives and behavior when choosing and consuming fast-food.
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