As the domestic spending on wine increases, the importance of marketing strategy for wine products is being emphasized in the hospitality industry for the purpose of increasing the business profits. Especially, to invigorate the sale of wine at restaurants, inducing customer satisfaction through wine and food pairing is an important marketing strategy. Therefore, the necessary strategy ...
As the domestic spending on wine increases, the importance of marketing strategy for wine products is being emphasized in the hospitality industry for the purpose of increasing the business profits. Especially, to invigorate the sale of wine at restaurants, inducing customer satisfaction through wine and food pairing is an important marketing strategy. Therefore, the necessary strategy is understanding the consumers’ needs regarding the selection of food and wine, and utilizing food and wine pairing that customers prefer for the wine marketing.
The purpose of this study is to conceptualize the factors of wine and food pairing that consumers recognize, and identify the factors that consumers consider important. I would also like to analyze the effects that each factor has on customer satisfaction, which is a necessary element for the growth of a business.
The questionnaire data of this research is gathered from respondents who have the prior experiences of having food and wine together). 324 customers completed the questionnaire form. For the empirical research, data was processed by reliability test, exploratory factor analysis to ensure the reliability and the validity of this study.
The results of this study can be as follows:
First, the attributes to be considered for food and wine pairing can be categorized into eight factors ‘향미(taste & bouquet)’, ‘region’, ‘season’, ‘characteristics of food ingredients’, ‘body’, ‘promotion’, ‘sauce’, and ‘timing of dining’. These eight factors have statistically proved their reliability and validity.
Second, wine customers are divided into three groups; connoisseurs, aspirants, and new wine drinkers. It is found that each group of wine consumers put different levels of importance on the attributes mentioned above, except food characteristics. The study shows that connoisseurs considered most of the factors, including ‘region’ ‘season’, ‘sauce’, and ‘timing of dining’, relatively important, whereas, new wine drinkers put importance on ‘promotion’ only.
Third, a study about the relationship between consumer satisfaction and the attributes of food and wine pairing shows that the level of satisfaction is affected the following factors (in the order of importance) ‘characteristics of food ingredients’, ‘region’, ‘season’, and ‘sauce’. Fourth, the attributes to be considered for wine and food pairing that affect the consumer satisfaction are different for each group of wine customers. The new wine drinkers are affected the most by ‘characteristics of food ingredients’ and ‘region’, revealing the fact that their satisfaction is influenced by the factors that are generally known. Aspirants are found to be most affected by ‘sauce’ and ‘region’. And Connoisseursare found to be affected by ‘region’, ‘characteristics of food ingredients’, and ‘sauce’, in the order of influence. This shows that, the ones with more knowledge and experiences about wine get satisfaction from the food and wine pairing by considering various factors. As a result, it is found that, in order to increase the level of satisfaction foreach group of wine consumers, different attributes of food and wine pairing should be applied for each group.
Lastly, the study shows that consumers’ satisfaction level on the food and wine pairing influence their repurchase intention.
In conclusion, a marketing strategy should be developed after recognizing the attributes of wine and food pairing that each wine consumer group puts the most value on, with the focus on the attributesthat can increase the consumers’satisfaction level. Therefore, it is necessary to subdivide the wine consumers into groups, and match the appropriate wine with food according to the wine consumers’ type. By developing a new menu that goes well with the wine or selecting a wine that goes well with the food, a marketing strategy that suits various preferences of different consumers can be established.
As the domestic spending on wine increases, the importance of marketing strategy for wine products is being emphasized in the hospitality industry for the purpose of increasing the business profits. Especially, to invigorate the sale of wine at restaurants, inducing customer satisfaction through wine and food pairing is an important marketing strategy. Therefore, the necessary strategy is understanding the consumers’ needs regarding the selection of food and wine, and utilizing food and wine pairing that customers prefer for the wine marketing.
The purpose of this study is to conceptualize the factors of wine and food pairing that consumers recognize, and identify the factors that consumers consider important. I would also like to analyze the effects that each factor has on customer satisfaction, which is a necessary element for the growth of a business.
The questionnaire data of this research is gathered from respondents who have the prior experiences of having food and wine together). 324 customers completed the questionnaire form. For the empirical research, data was processed by reliability test, exploratory factor analysis to ensure the reliability and the validity of this study.
The results of this study can be as follows:
First, the attributes to be considered for food and wine pairing can be categorized into eight factors ‘향미(taste & bouquet)’, ‘region’, ‘season’, ‘characteristics of food ingredients’, ‘body’, ‘promotion’, ‘sauce’, and ‘timing of dining’. These eight factors have statistically proved their reliability and validity.
Second, wine customers are divided into three groups; connoisseurs, aspirants, and new wine drinkers. It is found that each group of wine consumers put different levels of importance on the attributes mentioned above, except food characteristics. The study shows that connoisseurs considered most of the factors, including ‘region’ ‘season’, ‘sauce’, and ‘timing of dining’, relatively important, whereas, new wine drinkers put importance on ‘promotion’ only.
Third, a study about the relationship between consumer satisfaction and the attributes of food and wine pairing shows that the level of satisfaction is affected the following factors (in the order of importance) ‘characteristics of food ingredients’, ‘region’, ‘season’, and ‘sauce’. Fourth, the attributes to be considered for wine and food pairing that affect the consumer satisfaction are different for each group of wine customers. The new wine drinkers are affected the most by ‘characteristics of food ingredients’ and ‘region’, revealing the fact that their satisfaction is influenced by the factors that are generally known. Aspirants are found to be most affected by ‘sauce’ and ‘region’. And Connoisseursare found to be affected by ‘region’, ‘characteristics of food ingredients’, and ‘sauce’, in the order of influence. This shows that, the ones with more knowledge and experiences about wine get satisfaction from the food and wine pairing by considering various factors. As a result, it is found that, in order to increase the level of satisfaction foreach group of wine consumers, different attributes of food and wine pairing should be applied for each group.
Lastly, the study shows that consumers’ satisfaction level on the food and wine pairing influence their repurchase intention.
In conclusion, a marketing strategy should be developed after recognizing the attributes of wine and food pairing that each wine consumer group puts the most value on, with the focus on the attributesthat can increase the consumers’satisfaction level. Therefore, it is necessary to subdivide the wine consumers into groups, and match the appropriate wine with food according to the wine consumers’ type. By developing a new menu that goes well with the wine or selecting a wine that goes well with the food, a marketing strategy that suits various preferences of different consumers can be established.
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