Abstract
The purpose of this study is to divide wine consumers into regular consumers and wine lovers, and to compare the cognition and consumption pattern of Korean wines. The data collected a total of 655 valid samples of regular consumers (N=358) and wine lovers (N=297). Frequency analysis and cross tabulation analysis were used to analyze the research results.<BR> As a result of this study, the purchasing place and the preferred varieties of Korean wine were statistically significant between regular consumers and wine lovers. Also the reasons why they did not purchase and the improvement points of Korean wine were statistically significant. Therefore, it was confirmed that there are strategies to be applied to regular consumers and wine lovers differently for marketing Korean wine. The findings provide practical implications to Korea wine makers & marketers.
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