Identifying Wine Selection Attributes by Wine Customer Types

Ko， JaeYoun; 이종욱; Yu Yang Lee

This study was to classify Korean wine customers based on their level of knowledge, education, and information on wines and to identify wine selection attributes among different types of wine customers. Data were collected from 324 people who visited in wine restaurants, shops, or education institutions in Seoul from July to September 2009. Results showed that there were 8 factors of selecting wine and food pairing; ‘taste & bouquet’, ‘region’, ‘season’, ‘characteristics of food ingredients’, ‘body’, and so on. Results also indicated that the wine customers could be divided into three groups; connoisseurs, aspirants, and new wine drinkers. Furthermore, results illustrated that wine selection attributes were differed by types of consumers. and the customers level of satisfaction on wine was most affected by 'characteristics of food ingredients’, followed by ‘region’, ‘season’, and ‘sauce’. Results from this study suggests that it is necessary to recommend the appropriate wine with food based on each group’s preference.

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