earticle

영어

The goal of this study is to identify the properties of wine selection that the consumer thinks most important when they buys the wine by using the BWS(Best-Worst Scaling) analysis. We grasped the relative importance of 13 factors as the selection property when buying wine with the use of general counting method. This research showed the following results: first, the important properties of 13 property factors were the taste, price and recommendation in order, while the less important properties were the color, label and alcohol proof etc.; second, this research observed the importance of 13 selection factors with the demographic characteristics when buying the wine. The result observed by gender analyzed that both men and women made much of the taste, while they didn't make much of the wine color. The result observed by age showed that the recommendation factor made much at the most of age was not made much by the age of 51 years old, while they made much of the promotion factor. The result observed by income showed that only those with less than 30 million won of income made much of the promotion factor. This research seems to grasp the wine selection property that can affect consumer's selection, and provide the importance in order of preference, and to be used as marketing data to activate the sales when it is applied to wine company. This research suggested that in the wine market where the consumer's desire is diversified, we can develop the better wine products by verifying the properties of wine selection, and that we can make use of this research in several promotion activities that fit to the target customer and consumption situation.