Jeff Dean, the aspiring restaurant owner, was a very happy camper. He had learned that his dream of L’Experience Félicité Restaurant could be a reality. Through the research conducted under Cory Rogers’s expert supervision and Christine Yu’s SPSS analysis, Jeff had a good idea of what features were desired, where the restaurant should be located, and even what advertising media to use to promote it. He believed he had all the information he needed to obtain the financing necessary to design and build L’Experience Félicité Restaurant. Jeff called Cory on Friday morning and said, “Cory, I am very excited about everything that your work has found about the good prospects of L’Experience Félicité Restaurant. I want to set up a meeting with my banker next week to pitch it to him for funding. Can you get me the final report by then?” Cory was silent for a moment, and then he said, “Christine is doing the final figures and dressing up the tables so we can paste them into the report document. But I think you have forgotten about the last research objective. We still need to address the target market definition with a final set of analyses. I know Christine just finished some exams at school, and she has been asking if there is any work she can do over the weekend. I’ll give her this task. Why don’t you plan on coming over at 11:00 a.m. on Monday? Christine and I will show you what we have found, and then we can take Christine to lunch for giving up her weekend.” Your task in Case 15. 1 is to take Christine Yu’s role, use the L’Experience Félicité Restaurant SPSS dataset, and perform the proper analysis. You will also need to interpret the findings.
1. What is the demographic target market definition for L’Experience Félicité Restaurant?
2. What is the restaurant spending behavior target market definition for L’Experience Félicité Restaurant?
3. Develop a general conceptual model of market segmentation for L’Experience Félicité Restaurant. Test it using multiple regression analysis and interpret your findings for Jeff Dean.