The food service literature contains numerous examples of segmentation surveys.
For example Nayga and Capps (1994) relate demand for different types of restaurant
to different socio-economic segments, while Binkley (1998) shows that demographic
and income differences have less effect upon demand for fast food than the
population density of metropolitan areas. Shoemaker (1998) identifies groups of
university canteen customers with different needs, using his findings to demonstrate
how segmentation should drive service strategy. An interesting group of studies are
aimed at specific niche segments. For instance Becker-Suttle et al. (1994) and
Williams et al. (1997), respectively, identify the dining preferences of older
customers, and the factors that inhibit this group from using full service restaurants.
Reynolds et al. (1998) note that among older customers, males were more likely to
frequent fast food restaurants than females. McClain et al. (1993) examine the ways
in which US restaurants cater for customers in wheelchairs, finding problems with
about 50% of all restaurants. An interview survey of the problems and anxieties of
overweight women customers found that they felt ‘‘on display’’ or guilty at being
‘‘caught out’’ eating, rather than dieting (Zdorowski, 1996). It is interesting that
although both this and the wheelchair study relate to substantial market segments,
neither was carried out from an industry perspective or published in the hospitality
management literature.