Wine Market Segmentation Considering New Consumption Trend: Focusing on Korea Wine Festival Participants

The structure of global wine consumption is changing from traditional concerns with color, taste, alcohol contents, brand, etc. to low alcohol, well-being, convenience, price, and others caused by social activities of woman and increase in one-person households, etc. We focus the wine market of the Republic of Korea because wine consumption trend in Korea is changing toward multiple directions. The purpose of this study is to segment wine market considering new consumption trend and find out the characteristics of target market(s). Three hundred thirty-eight Korean wine consumers were surveyed using questionnaire survey method. The research identifies five clusters of wine consumers: low-involvement type, epicure type, cost-effectiveness type, outside perspective type, and health-based type. Among them, cost-effectiveness type and health-based type accorded with new consumption trend are selected as target markets. The two target markets show different characteristics. It is expected that wineries or wine marketers could consider the profile of target markets when they produce or promote wine products related with cost-effectiveness and health benefits.