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와인 소비자의 관여수준에 따른 선택속성 창이에 관한 연구

Author
조수현, 최현정
Journal Title
Culinary Science & Hospitality Research
Publication Year
2009
Topics
Summary

This study analyzes the differences in wine selection attributes based on the involvement level and types of wine consumers, and proposes wine promotion as a way to increase involvement for boosting wine sales. The survey results confirmed significant differences in wine selection attributes depending on the wine consumer types. In particular, it proposes a project to create high-involvement customers by linking concerts and wine promotions to revitalize the local wine market.

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