와인 음용 빈도에 따른 애호 소비자(Engage Me)와 관심 소비자(Tell Me)의 와인 선택 요인
(주)코리아스칼라
- 최초 등록일
- 2016.04.02
- 최종 저작일
- 2015.10
- 10페이지/ 어도비 PDF
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서지정보
ㆍ발행기관 : 한국식생활문화학회
ㆍ수록지정보 : 韓國食生活文化學會誌 / 30권 / 5호
ㆍ저자명 : 김현미, 한경수
목차
I. 서 론
II. 연구 내용 및 방법
III. 결과 및 고찰
IV. 요약 및 결론
감사의 글
References
영어 초록
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 Gyeonggido 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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