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http://dx.doi.org/10.5392/JKCA.2011.11.2.446

Effects Origin of the Wine on the Product Evaluation and Purchase Intention  

Lee, Hyo-Jin (경희대학교 조리외식경영학과)
Lee, Sang-Mi (세명대학교 호텔관광학부)
Publication Information
The Journal of the Korea Contents Association / v.11, no.2, 2011 , pp. 446-456 More about this Journal
Abstract
The purpose of the study is to understand the characteristics of consumers and to provide useful information for the wine vendors to make future sales strategy and a marketing plan according to the origin of the imported wine thorough the factors influencing consumer preferences and purchase intentions. The questionnaires were distributed to consumers who had purchased wine and 224 was collected then analysed. As a result, the origin of the wine had a significant effects on quality and risk perception when consumers evaluate products. Also, the origin of the wine had a significant on consumer's purchase intention.
Keywords
Wine Origin; Product Evaluation; Purchase Intention;
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