지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2014.9
- 수록면
- 467 - 484 (18page)
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초록· 키워드
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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.
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.
목차
Abstract
I. 서론
II. 이론적 고찰
Ⅲ. 연구방법
Ⅳ. 실증분석
Ⅴ. 결론
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