Exploring the Korean Wine Market

Lee, Kyuho; Zhao, Jinlin; Ko, JaeYoun

doi:10.1177/1096348004268195

Cited by 31 publications

(21 citation statements)

References 26 publications

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“…Wine market segmentation Although the factors that might influence consumer purchase behaviour have not been fully exploited yet, the literature on wine perceptions provides a wide range of studies which emphasize that the implementation of effective wine marketing strategies assumes information about customers' characteristics and needs (Lee et al, 2005;Balestrini and Gamble, 2006). To address these different needs, market segmentation, described as the process of dividing consumers into meaningful, internal homogenous and identifiable groups (Zikmund, 2003), is of crucial interest in the wine industry (Barber et al, 2008b).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Customer value perception: cross-generational preferences for wine

Wiedmann

Behrens

Klarmann

et al. 2014

British Food Journal

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Purpose -A deeper understanding of the key drivers of consumer wine perception is a major challenge in the domain of wine marketing. The purpose of this paper is to examine the various dimensions of customer-perceived value that lead the customers -in general and divided into different age groups -to choose and consume a certain wine. Design/methodology/approach -In the exploratory study context of examining value-related consumer attitudes and behavioural effects, the drivers and outcomes of wine consumption based on a cross-generation sample, PLS path modelling was considered for the empirical tests of our hypotheses. Findings -Though there exist differences between Generation X and Generation Y consumers, the empirical results are supportive of the hypothesized positive relations between financial, functional, individual and social perceptions that influence the desire for and the consumption of wine.Research limitations/implications -For future research, the findings presented in the paper support the importance of enlarging the size of the sample and collecting data in different countries to compare the results on an international level. Practical implications -Successful wine marketing strategies should focus on the customer's subjective expectations and individual value perceptions by addressing the specific value aspects that are highly relevant for consumer loyalty. Originality/value -The study results are valuable for researchers, managers and marketers because they address the question of how to measure and forecast the perceived value with the greatest influence on consumers' wine choices.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Customer value perception: cross-generational preferences for wine

Wiedmann

Behrens

Klarmann

et al. 2014

British Food Journal

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“…South Korean consumers perhaps preferred to choose the low price or inexpensive wine for self/household use and social entertainment-use, because the price is more important for South Korean consumers (Lee et al, 2005). South Koreans are concerned to drink wine for a healthy lifestyle and to matching their traditional food (Lee et al, 2005). The premium brand wine is not their primary choice for self and social scenarios, as the premium wine seems to be selected for special occasions, such as celebration for an important event (Lee et al, 2005).…”

Section: Wine Brand Category Choice For South Koreansmentioning

confidence: 98%

“…South Koreans choosing French household brand for social entertainment is significantly affected by Group orientation ( p < 0.001, B ¼ 0.455). South Korean consumers perhaps preferred to choose the low price or inexpensive wine for self/household use and social entertainment-use, because the price is more important for South Korean consumers (Lee et al, 2005). South Koreans are concerned to drink wine for a healthy lifestyle and to matching their traditional food (Lee et al, 2005).…”

Section: Wine Brand Category Choice For South Koreansmentioning

confidence: 99%

“…Immigrants to Australia from China and South Korea have traditionally focused on beers, whisky and spirits, such as soju in South Korea and rice spirits in China. However, wine has become increasingly popular with the Chinese and South Korean middle class (Balestrini & Gamble, 2006;Lee, Zhao, & Ko, 2005;Liu & Murphy, 2007). In fact, it could be argued that wine has become more common for Chinese and South Korean social and entertainment dinners than it is in Western settings where consumers increasingly shy away from alcoholic beverages (Balestrini & Gamble, 2006;Lee et al, 2005).…”

Section: Introductionmentioning

confidence: 97%

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Wine Brand Category Choice and Confucianism: A Purchase Motivation Comparison of Caucasian, Chinese and Korean Consumers

Yao

Baumann

Tan

2015

Advances in National Brand and Private Label Marketing

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Immigrants are an important demographic group who are increasingly targeted as consumers by the wine industry in Australia and other Western markets. These markets are often not homogenous as intra-national diversity has created a complex market place in many Western key markets. In this study, wine brand category choice for Chinese and South Korean consumers living in Australia was probed and contrasted with the choices of Caucasian consumers. Three purchase scenarios, namely self/household-consumption, social entertainment-use and gift giving were presented to 511 consumers through a shopping mall intercept using a paper-based questionnaire. Separate models were developed to distinguish preferences for Australian and French wine. Backward deletion regression analysis was used to arrive at the most parsimonious models. A comparison of three research models, namely a marketing model, a Confucian Consumption Behaviour Component (CCBC) model and a Hybrid Model were tested. We found that the hybrid model (i.e. a combination of marketing variables and CCBC variables) has the highest explanatory power for consumers' wine brand category choice. Different ethnic groups have different wine brand category choice for different purchase scenarios. Our findings provide theoretical implications for ethic marketing research and brand category choice, and we also offer insights for wine makers to better position their products for all markets characterised by intra-national diversity.

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“…To Asian consumers, however, matching food and wine is not an important criterion for the choice of wine [2]. Most Koreans think that Western food combines better with wine than Korean food, and therefore few Koreans drink wine with Korean dishes [3,4]. This might hinder the wine market growth in Korea.…”

Section: Introductionmentioning

confidence: 99%

An Exploratory Study to Develop Korean Food and Wine Pairing Criteria

Kim¹,

Lecat

2017

Beverages

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Abstract:Despite the increased sales of wine in Korea, fewer Koreans consume wine with Korean food, although many Koreans believe that Western food pairs well with wine. This could reduce wine consumption in Korea and critically influence the future growth of the Korean wine market. Therefore, this study aims to develop Korean food and wine pairing criteria by examining the adaptability of food and wine pairing guidelines to the Korean palate. This exploratory study uses sequential mixed methods. The qualitative study was done by performing 12 one-on-one interviews and one focus group interview. The characteristics influencing Korean food and wine pairing were identified from the qualitative study. The quantitative study was followed by a survey of Korean wine consumers. Of the 151 questionnaires distributed, 138 valid responses were received. The qualitative results were tested and showed the following outcomes: spiciness, strong flavors, and hot food temperature were identified as three specific characteristics that hinder wine pairing. Although wine-friendly Korean dishes did not commonly include those features. Koreans' daily diet has influenced their different wine preference. A segment of Korean wine consumers enjoy the burning sensation in the mouth and prefer to match tannic red wine to spicy dishes. As a result, nine criteria of Korean food and wine pairing were developed. Among them, two criteria were newly identified from this research, and are the main focus of this study: wine with an oak flavor pairs well with food that has a soy sauce flavor; and dry, tannic wine can be paired with spicy dishes.

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Exploring the Korean Wine Market

Cited by 31 publications

References 26 publications

Customer value perception: cross-generational preferences for wine

Customer value perception: cross-generational preferences for wine

Wine Brand Category Choice and Confucianism: A Purchase Motivation Comparison of Caucasian, Chinese and Korean Consumers

An Exploratory Study to Develop Korean Food and Wine Pairing Criteria

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