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KMID : 0665420150300050611
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Korean Journal of Food Culture
2015 Volume.30 No. 5 p.611 ~ p.620
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Wine Selection between ‘Engage Me’ Consumers and ‘Tell Me’ Consumers by Drinking Frequency of Wine
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Kim Hyun-Mi
Han Kyung-Soo
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Abstract
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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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KEYWORD
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Drinking frequency of wine, wine consumers, wine market segmentation, wine selection factor
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