• Culinary science and hospitality research
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• v.15 no.1
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• pp.240-253
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• 2009

While the concept of involvement has long intrigued marketing researchers, its application to the case of wine purchase behavior has been limited in Korea. In particular, little research has attempted to assess the outcome of the consumer's choice of wine based on the types of consumers(outsider, beginner, lover, specialist) relevant to the involvement. Therefore, the aim of this study was to investigate how they use different cues to make a wine purchase decision according to the types of wine consumers and in relation to the consumer's involvement levels. A questionnaire was organized and distributed widely to 380 of various wine consumers. 370 surveys were completed and 350 usable data(male: 49.1%, female: 50.9%) were obtained and analyzed with the SPSS package(13.0) program. We found that specialist of wine, lover of wine, and the high level involvement group have significant difference in selecting wine. It is suggested that a wine class program should be offered at a wine bar for newcomers in order to make them more interested in wine and promote various wine marketing events(for example, a music concert at the wine bar) particularly for high involvement level consumers to help increase wine consumption.