와인 소비자유형별 와인 마개형태 인식 및 마개 형태의 영향 비교 분석

Abstract

The purpose of this study is to compare the perception of wine caps and its impact on wine-related variables such as quality, brand, etc. based on four wine consumer types. The 197 samples were selected from diverse sources of customers and employees in hotel and restaurant industry, members in wine clubs, wine-majored students, etc. Research findings revealed that in general each type knew well about the advantages and disadvantages of various wine caps and the trend of screw caps' substituting cork ones. Different wine consumer types showed the different level of importance of wine caps when selecting wines. Finally, different consumer types considered the impact of wine caps on wine brand, appearance, price, image of high-class wine, and convenience of usage. The study concludes with the implications for successful human resource management and future research directions.