와인 소비자 유형별 와인 레이블 정보의 중요도 인식차이에 관한 연구

• 영문명: Importance of Wine Label Information and Perception Differences According to Consumer Groups
• 발행기관: 한국관광학회
• 저자명: 고재윤 정미란
• 간행물 정보: 『관광학연구』제30권 제1호, 403~420쪽, 전체 18쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2006.02.28

영문 초록

Consumers used to decide the wine choice primarily based on the objective characteristics appearing on the label of the wine bottle. As such it may be important for one to know the of bottle labels and the role they play. Authors aims at capturing the importance of wine label information and perception differences according to the characteristic consumer groups: connoisseurs, aspirational drinkers, beverage wine consumers, new wine drinkers. To connoisseurs the front labels were found more important than that of the back, whereas new wine drinkers attach much importance to the back labels. The result interestingly provides where one should target wine market.

목차

I. 서론

II. 이론적 고찰

III. 연구설계 및 실증분석

IV.결론

참고문헌

키워드

와인 라벨 정보 중요성 지각 소비자 집단