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A Study on Positioning of Icecream Cafe:Focusing on University Students

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2013, 37(8), pp.213-227
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Yong Joong Kim 1

1영남대학교

Accredited

ABSTRACT

The market of icecream cafe is expanding and has begun to face an intensive competition. However, few studies to date have dealt with measuring and managing competitive positions of icecream cafe. This study helps icecream cafe brand to find its relative positions in the market and design competitive strategies. For this study, data were gathered from the University students of Yeongnam area from December 1 to December 14, 2012. Compositional(attribute- based) approach to multi-dimensional scaling was utilized to investigate differences in consumer’s perception of the position of five icecream cafe brands. The positioning map divided five icecream cafe brands into three groups. The results revealed that Baskin Robbins 31 was positioned alone, Cold Stone Creamery and Natuur were observed being highly competitive with each other and Tiamo and Icebean were located close to each other. The results of this study suggest that each icecream cafe brand should develop concrete marketing plans and strategies with a consideration about its current competition position.

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