A study of consumers’ perceptions and preferences of regional wine served with traditional dishes

Abstract

The study was carried out to investigate the demand of local native wine when consumers visited traditional restaurants in Kyungbuk area. The total number of subjects were 377 adults who are residents in Gyeongbuk area. The questionnaire survey was performed by the trained interviewer. About 83.8% of the participants recognized the importance of development of native local wine and preferred to enjoy it with traditional dishes. Approximately 87.0% of men and 82.5% of women among subjects had strong positive opinions that traditional restaurants could serve with local wine, when alcoholic drinks were served. Four age groups of subjects were formed in order to observe the demand of the native local wine in the different ages of participants. The age groups were as follows; 20~29(20s), 30~39(30s), 40~49(40s), 50~59(50s), 60 and over(over 60s). During traditional meal time, the degree of preferences of native local wine in the age groups was that 84.8% for 20s, 77.2% for 30s, 88.6% for 40s, 87.2% for 50s, and 100% for over 60s. Exceptionally, subjects in the young ages(20s) showed as much as higher demand of native wine compared to the other age groups. The level of preference in age of 30s was the lowest among the age groups. It was interesting to note that the young age such as 20s presented a strong demand of the native local wine when having traditional dishes. The findings of results from the present study indicate that the favorite local wine to go with the traditional dishes should be developed, and the local resources as ingredients of wine production could be used.