와인 소매점 선택속성의 중요도와 만족도에 관한 연구

The purpose of this research is to evaluate the wine purchasers' importance and satisfaction with the attributes of choosing wine retail shop. Data were collected from wine purchasers at the department stores, wine specialty shops, discount marts, and convenience stores in Seoul by trained interviewers. Through the Importance- Performance Analysis(IPA), the result indicate that Korean wine purchasers were satisfied with 'variety of wine', 'friendly staff', 'display of wine', 'accessibility' as well as perceived importantly for the attributes. Korean wine purchasers perceived importantly for the 'information about wine', 'wine tasting available', 'discount available', in spite of low satisfaction with the attributes. Korean wine retailers should pay attention to the three attributes and concentrate much more resources to resolve the problems about the attributes.