Journal of the Korean Society of Food Culture (한국식생활문화학회지)

Korean Society of Food Culture (한국식생활문화학회)
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Segmentation of Wine market by Consumers' Product Involvement

제품관여도에 의한 와인시장 세분화

  • 정유경 (세종대학교 호텔관광대학) ;
  • 김맹진 (세종대학교 대학원 외식경영전공)
  • Published : 2006.12.31
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Abstract

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.

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References

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