Abstract
This plot study utilizes an empirical framework based upon conjoint analysis to explore the dimensions of market segmentation. A comparative analysis is conducted between a group of senior citizens and a group of non-senior citizens regarding benefits sought in full service restaurant dining. Although the results of the study supported the research hypoheses: that differences do exist between older and younger consumer groups, this relationship did not hold across all variables examined by the conjoint preference model. The implications of this study are twofold. First the use of conjoint analysis in hospitality market segmentation is a viable technique for future research in this area. Second, Ihc results of this study suggest that the use of conjoint analysis in hospitality market segmentation could provide increased effectiveness in the design of hospitality services for the future.
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