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영어

The Purpose of this standy was to analyze the selection attributes importance and Satisfaction of nationality wine brands. first, an in-depth interview was conducted on the expert group of 20 to deduce the choice properties of the wind brands by each country. And the items appropriate for the choice properties of the wine brands were drawn out through prior studies. The final 12 items of the choice properties were extracted from the first and second pilot tests. The questionnaires were given to residents, members on wine-lovers' associations, and the students in wine expert courses in Seoul, Busan and Daegu. The findings of these studies suggest the following implications: First,, what is noteworthy in the responses is that Korean wine has been found to be in the lowest position in terms of the harmony with the main dishes. Accordingly, it is necessary to develop Korean style dishes which can harmonize well with korean wine to cater towards korean testes. In addition, it is also important for the Korean government to provide assistance for the domestic private enterprises to actively conduct business activities and improve the competitiveness of Korean wine. Second, in the combination of the choice properties and the analysis of the preferences, the wine of France and Italy have shown to be the highest in preference for all the properties. That is, Korean wine consumers have been shown to have a preference for traditional European wine from France and Italy. In contrast, Korean wine has shown to be in the lowest in all the items of the preference analysis. This is due to the fact that the climatic conditions of Korea are not fit for the growth of the foreign varieties of grapes. It is necessary to produce such varieties of grapes as are fit for the Korean climate and soil and to improve brewing technology.