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Exploring the Korean Wine Market

Virginia Polytechnic Institute and State University

Jinlin Zhao

Florida International University

Jae-Youn Ko

Kyung-Hee University

This exploratory study identified specific preferences and characteristics of Korean wine consumers. Relevant literature was reviewed in an attempt to find the most suitable market strategy in the Korean wine market. This study employed samples from members of a Korean wine association (KISA) to identify Korean wine consumers' characteristics and preferences. The study found Korean wine consumers had interesting preferences and that there were some significant differences between these preferences and demographic characteristics among the Korean respondents. The paper offers wine marketers suggestions about what they need to understand in order to attract Korean wine consumers and what may be appropriate and effective wine-marketing strategies and practices in Korea.

Key Words: wine • Korean wine consumers • wine-marketing strategy

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