라이프스타일에 따른 와인 선택속성에 관한 연구

• 영문명: The Selection Attributes of the Wine: Wine-Related Lifestyle Approach
• 발행기관: 한국외식경영학회
• 저자명: 고재윤(Ko Jae Youn) 정미란(Jung Mi Ran)
• 간행물 정보: 『외식경영연구』9권 1호, 51~67쪽, 전체 17쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2006.03.31

영문 초록

As wine increasingly becomes a lifestyle beverage and more acceptable and desired by a wider spectrum of consumers, there is a greater need to understand wine consumer values, consumption patterns and profiles. This study aims at segmenting the Korean wine market using a Wine Related Lifestyle and capturing customers' preference of wine attributes in different customer segments. As a result, through factor analysis and cluster analysis, authors identified 5 factors of wine selection attributes(characteristics of wine, taste and aroma, recommendation and information, brand and grade, price and variety) and 5 wine consumer groups(impulse buying outsiders, society oriented knowledgeable wine drinkers, society oriented manias, impulse buying manias, knowledge seeking outsiders). This paper provides decision-makers and marketers both the target market information and the useful clues to understand consumers' choice behavior of the wine in restaurants, bars and wine shops for customer satisfaction.

목차

ABSTRACT

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 결과분석

Ⅴ. 결론

참고문헌

키워드

Wine-Related Lifestyle Selection Attributes Target Market