Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Wine Consuming Behavior by Demographic Characteristics of Wine Consumers

와인 소비자의 인구 통계적 특성에 따른 와인 소비행태 연구

  • Chong, Yu-Kyeong (College of Hospitality and Tourism, Sejong University) ;
  • Jung, Won-Hee (College of Hospitality and Tourism, Sejong University)
  • 정유경 (세종대학교 호텔관광대학) ;
  • 정원희 (세종대학교 호텔관광대학)
  • Published : 2006.06.30
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Abstract

The purpose of this study is to investigate exploratory wine consuming behavior based on demographic characteristics of wine consumers. A questionnaire was organized and distributed widely to a thousand of wine consumers who could be easily met at wine bars or restaurants, retail stores, wine expositions and wine sampling parties. Total of 793 completed questionnaires (Male: 48.4%, Female: 51.6%) were obtained and analyzed using SPSS package (v.10.0) program. The results of the present study discuss general demographic characteristics of participated subjects, the expenditure for wine, frequency and amount for wine taking, preference of the origin of wines, and preferred wine style. The results also show that why the consumers purchase wine, where they drink or purchase the wine, and what makes they prefer a particular wine bar. Consumers' information search behavior and important factor on wine selection process are presented at the end of the results as well. The current research suggests that gender and age are critical factors to understand wine consuming behavior of customers and improving the knowledge and service level of wine specialists is powerful marketing tool at practical fields.

Keywords

References

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