초록 열기/닫기 버튼

The purpose of this study is to identify wine consumers' characteristics by personality traits, demographic characteristics and wine consumption behavior to examine target market and marketing strategy through market segmentation by using two-step cluster analysis. The data were collected from wine consumers over 20 years old living in Seoul and Gyeonggi province. A total of 375 were collected out of 440 and 354 were analyzed by SPSS WIN 16.0. The results showed that personality traits were classified as 5 factors, neuroticism, extroversion, responsibility, agreeableness, creativity and 4 different factors were derived based on demographic variables such as gender, marital status, age, education, income, type of employment and variables of wine consumption behavior variables such as drinking period, frequency, amount, price and purchasing place. These results will be helpful for wine marketers to understand wine consumers and theoretical and managerial implications were discussed. limitations and future research directions were also discussed.



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와인소비자
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성격유형
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시장세분화
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2단계 군집분석
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Wine Consumer, Personality Traits, Market Segmentation, Two-Step Cluster