와인소비자 유형에 따른 구매 위험지각에 관한 연구

As wine increasingly becomes a lifestyle beverage and more acceptable and desired by a wider spectrum of consumers, there is a greater need to understand purchase behavior of wine consumers.This study aims at capturing wine customers’ perceived risk factors and significant differences between customer groups. As a result, through factor analysis and ANOVA authors identified 4 factors of risks (functional, social, physical, financial) and significant differences were found either Perception of risks in purchasing wines in terms of wine consumer groups.This paper provides marketers and shop assistants both the target market information and the useful clues to understand wine consumer behavior and reduce risk factors in wine purchases.