• 한국조리학회지
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• 제11권2호
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• pp.32-47
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• 2005

As wine is increasingly becoming a lifestyle beverage among local consumers, there is a great need to understand wine consumer profiles. According to the research of this study, there is a clear evidence that four wine consumer groups exist in the Korean domestic wine market. Wine consumers are classified into four different groups: connoisseurs, aspirants, newcomers, and outsiders. This study has shown that wine with rich aroma and red wine preferred the most and young wine and white wine are the least selected in general.

• 유통과학연구
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• 제13권10호
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• pp.57-63
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• 2015

Purpose - This study investigates the effects consumer perceptions of wine attributes have on repurchase intention. It examineshow wine purchase channels (online or offline) influence perceptions about wine attributes and repurchase intention. Research design, data, and methodology - A total of 390 responses from Florida residents over 21 were collected using online surveys. Responses were analyzed using exploratory factor analysis to identify the underlying wine attribute factors. Multiple regression and multi-group analysis were employed to test the hypotheses. Results - Results revealed that consumer perceptions of wine attributes (sensory, origin, reputation, and price point) significantly influence their repurchase intention. Additionally, the effects of wine attributes on repurchase intentions were found to be significantly different based on the channel used. Findings indicated that wine attributes pertaining to reputation and price point strongly influenced repurchase behavior of online consumers, while offline wine consumers were influenced more by sensory and origin attributes. Conclusions - Study findings provide useful information for wine industry sales channels for developing new marketing strategies to effectively attract wine consumers to repurchase wine.

• 한국조리학회지
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• 제12권2호
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• pp.88-105
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• 2006

Entering into the new millennium, the Korean wine market has recorded the highest growth rate among the domestic alcoholic beverage market and been recognized as a rapidly emerging market with further escalation potential. Responding to the current drastic escalation of Korean wine market in terms of its volume, the present study scrutinizes the considerable wine-selection attributes that are related to individual wine consumer‘s characteristics including demographic variables. These attributes are also expected to be precursors of wine consumers‘ satisfaction. ANOVA results suggest that each demographical variable-gender, age, income level, and the frequency of wine consumption-pertains to specific wine-selection attribute(s). Likewise, wine consumers‘ characteristics are also associated with those attributes. As wine consumers are experienced, they rely less on information; rather, their selections tend to be dependent upon quality, value, contexts, and preferences. The subsequent multiple-regression investigating the relationship between wine-selection attributes and satisfaction signifies that quality, contexts, and preference attributes are the substantial antecedents of wine consumers‘ satisfaction. When consumers purchase a wine, "information on purchase" was the most important criterion for the Newcomers and the Outsiders, while the Connoisseurs mainly depended on "marketability", "wine values" and "viticulture environment". "Preference" attributes influenced the Aspirants the most in buying decision. The Newcomers and the Outsiders need more information before deciding to purchase as their wine knowledge was very limited. The Connoisseurs were likely to consider the quality as a more important factor than the price and it is necessary to develop high quality wine at a reasonable price in order to attract this group.

• 한국식생활문화학회지
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• 제31권4호
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• pp.364-372
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• 2016

This study was to evaluate the taste of the wine assessment gap analysis to compare the taste of the wine intended for college student wine consumers and wine experts. Research analysis was carried out frequency analysis to the strength of the wine taste a difference in the intensity of the consistency review and wine for the wine flavor between the two groups. According to result, red wine, bitter and salty taste was perceived higher. For white wines are perceived sweetness of wine was sour and higher consumer groups. Body was found that wine experts perceive higher. The Second difficulty is when college student wine consumers selected wine got another show to the lack of information, lack of expertise, price, taste, the combination of food. Another wine on difficult points during the wine expert wine recommendations wine selection, price, prejudices then guest it showed a preference and communication, considering that the customer's budget, customer preferences, taste and aroma, the combination of the food and the customer response was configured. Although the criteria have different tastes for wine through college student wine consumers if future studies presented by symbolic reference to the wine tasting, can be self-objectification of subjective criteria subjective wine experts are wine consumers to take advantage of these data.

• 산경연구논집
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• 제9권4호
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• pp.7-17
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• 2018

Purpose - This study aims to investigate domestic wine consumption behavior and make future sales strategies and marketing plans. Research design, data, and methodology - To achieve the purpose of the study, the surveys were conducted targeting 350 wine customers in Jeju and Seoul. 331 responses were collected, and out of them, 21 responses were deleted because they lacked the proper information fill in. A descriptive statistical analysis was applied to the remaining 310 responses. The statistical techniques used for carrying out hypothesis-testing are EFA_(exploratory factor analysis), multiple-regression analysis, and moderating effect in SPSS 18.0. Results - The results indicate that fashion oriented, sociality aspiration and rationality seeking lifestyles had significant influence upon internal attributes. However, well-being oriented and having enjoyment oriented lifestyle had no significant influence upon internal attributes. Furthermore, all the types of lifestyles except social aspiration lifestyles had a positive influence upon external attributes, whereas internal or external attributes had positive influence on customer satisfaction. Conclusions - The consumers who experienced wine purchases think wine selection attributes differ before and after experiencing wine drinking, and it shows that the circumstantial variables as purchase situations prove to be important predicted variables in the behavior field of wine consumers. It implies appropriate wine education according to the consuming trend about wine for wine consumers are needed.

• 한국식생활문화학회지
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• 제22권3호
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• pp.299-302
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• 2007

This study will provide a useful information and suggestions regarding new wine drinkers wine selection attributes and preference on wine producing countries to wine distributors, wine producers and marketers in Korea. New wine drinkers showed high preference on sweet wine, rich aroma wine, matured wine and white wine respectively. Regarding wine producing countries, Germany, France and Chile were rated among the top preferred countries by new wine drinkers. Results showed that the reasons for disliking wines were not being used to it as the top reason followed by wine being expensive and wine not being tastes good.

• 한국조리학회지
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• 제15권1호
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• pp.240-253
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• 2009

관여 수준의 개념이 오래도록 마케팅 분야에서 연구되어 왔음에도 국내의 관여도와 와인을 변수로 이용한 연구는 매우 부족한 실정이다. 부분적으로는 와인 소비자를 와인 전문가, 와인 애호가, 와인 초보자, 와인 문외한으로 분류하여 그들의 와인 선택 속성을 파악하려는 시도가 있었다. 본 연구에서는 와인 소비자의 형태 및 관여 수준이 와인 구입결정에 미치는 영향에 있어서 얼마나 차이가 있는 지를 분석함을 목적으로 한다. 설문은 총 380부가 배포되어 370명에게 응답을 받았으며, 350부의 결과가 SPSS(13.0) 프로그램을 이용하여 분석을 실시하였다. 연구결과는 와인 소비자 유형(와인 전문가, 와인 애호가, 와인 초보자, 와인 문외한)에 따라 와인 선택 속성에 명백한 차이가 있음을 확인 하였다. 본 논문은 와인의 매출, 와인 바의 매출 등을 위해서는 고객의 관여도를 높이는 것으로 시작해야 한다는 결과를 나타냈다. 본 연구는 와인의 관여도를 다룬 국내 논문이 전무한 상황에서 관여도를 높이는 방법으로 와인 프로모션을 제안한다. 더불어 서울과는 달리 지방 와인 프로모션이 활성화되지 못한 실정에서 음악회와 와인 프로모션을 연계해 와인 시음 기회를 통해 고관여 고객만들기 프로젝트를 제안한다.

• 한국콘텐츠학회논문지
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• 제11권2호
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• pp.446-456
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• 2011

본 연구는 소비자들이 와인 선택시 제품특성 중 어떠한 요인으로 원산지를 선호하고, 구매에 영향을 미치는지 알아보고 이를 통해 각국의 소비자 특성을 이해하고 수입되는 원산지에 따른 와인 공급업체들의 향후 판매 전략과 마케팅 계획을 수립하는데 유용한 정보를 제공하는데 목적이 있다. 설문지는 와인을 구매한 경험이 있는 서울권 및 수도권의 일반인을 대상으로 총 224부를 회수하여 분석하였으며, 분석결과 와인의 원산지는 제품평가중 품질지각과 위험지각만 유의한 영향을 미치는 것으로 나타났다. 또한 와인의 원산지는 구매의도 또한 유의한 영향을 미치는 것으로 나타났다.

• 한국조리학회지
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• 제14권4호
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• pp.232-243
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• 2008

The purpose of this study is to investigate Korean wine consumers' perceived risk dimensions affecting wine purchasing behavior and identify the differences in the dimensions by wine involvement. Questionnaires were collected from the wine purchasers of wine retailer shops in Seoul. 230 data were analysed using SPSS package(v. 12.0). Findings were as follows: (1) There were 5 dimensions in the perceived risk of wine purchasing: functional, social, physical, psychological, financial. Social dimension was the most serious risk for wine consumers, then come psychological, functional, financial, and physical ones. (2) There were significant differences in the perceived risk dimensions by involvement level except the financial dimension. The perception level of wine purchasing risk was relatively low in the high involvement group while high in the middle and low involvement groups.

• 한국식생활문화학회지
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• 제21권6호
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• pp.614-622
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• 2006

This study is intended to investigate the wine consumers' reason of drinking and purchasing behavior according to their product involvement. Questionnaires were obtained from wine consumers at wine retailer stores. Trained researchers of this particular study conducted survey and finally 230 questionnaires were analyzed using SPSS package program(v.12.0). The subjects were categorized three different groups(high, medium, and low) based on their wine involvement. The further analysis showed that differences in reasons of wine drinking and purchasing behavior according to their involvement levels, and the characteristics of three segments were summarized at the end of the results. Consumers in high involvement drink wine mainly because they wanted to enjoy various wine experiences and have abundant knowledge for wine. Consumers in medium and low involvement would like to drink due to enjoyment of wine drinking. Expenses of purchasing, quantity and frequency of wine purchasing, country of origin, and sources for wine information showed differences among three consumer groups, but differences were not presented in type of wines and purchasing place by consumers' wine involvement.