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This study was conducted to find out the factors affecting the consumers’ choice of wine in HoChiMinh City, Vietnam. The multiple regression model was not statistically significant for finding the relationship between the factors and the Money spent on wine, so discriminant analysis method was used to evaluate the contribution of factors to the differentiation between consumers’ group presented by average bottle consumed per month. The Symbolic benefit factor turned out to be the strongest, followed by Enjoyment benefit factor and Utilitarian & Experiental benefit factor. The findings were used to provide suggestions for wine marketers in Ho Chi Minh City market.

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Hä nÊm Linh chi Ganodermataceae Donk ë ViÖt Nam hiÖn ®−îc ghi nhËn h¬n 50 loµi, trong ®ã ® m« t ¶ kho ¶ng 10 loµi thuéc 3 chi: