Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Wine Selection between 'Engage Me' Consumers and 'Tell Me' Consumers by Drinking Frequency of Wine

와인 음용 빈도에 따른 애호 소비자(Engage Me)와 관심 소비자(Tell Me)의 와인 선택 요인

  • Kim, Hyun Mi (Department of Foodservice and Culinary Management, Kyonggi University) ;
  • Han, Kyung Soo (Department of Foodservice and Culinary Management, Kyonggi University)
  • 김현미 (경기대학교 외식조리관리학과) ;
  • 한경수 (경기대학교 외식조리관리학과)
  • Received : 2015.07.27
  • Accepted : 2015.10.12
  • Published : 2015.10.30
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Abstract

This study was conducted on wine consumers to explore their behavioral characteristics concerning their drinking frequency of wine, wine selection factors, and difficulties in selecting wines. Data were collected during February 19th 2014 to April 20th 2014. Respondents were students who were taking classes about wine at a University located in the Gyeonggi-do area. Prior to the analysis, wine consumers were classified based on frequency of consumption: those who consumed wine less than once a month were classified as "Tell me consumers", whereas those who consumed wine once or more a month were classified as "Engage me consumers." The wine selection factors of the two groups were as follows: 'label aspect', 'taste and aroma', 'use purpose', and 'price and recommendation'. Regarding 'label aspect' and 'use purpose', there were significant differences between the two groups. Regarding difficulties in selecting wines, "Tell me consumers" mentioned the following: 'experience', 'price', and 'food pairing'. "Engage me consumers" mentioned the following: 'ability to identify new wines' and 'tastes of others who drink with or oneself'. Classifying domestic wine consumers and their behavioral features of drinking frequency of wine can be used for market segmentation of wine consumers.

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