This study attempted to segment wine purchase motives and identify differences
among wine selection attributes and customer satisfaction.
Five factors were identified for wine purchase motives as personal needs, social,
event, learning, and wine effect. And four factors were identified for wine selection
attributes as tangible, marketing, esthetic, and price. A cluster analysis based on the
identified five underlying dimensions of wine purchase motives resulted in three
clusters of wine consumers(highly-perceived group, mid-perceived group, low-perceived
group). Both highly perceived and mid-perceived groups were found to differ from
low-perceived group on the level of wine selection attributes except for wine marketing
factor. And high-perceived group was found to differ from low-perceived group on the
level of general satisfaction. On the contrary, neither group was found to differ on the
level of satisfaction vs. price. And the managerial implications of these results for wine
purchase motives based on wine selection attributes and satisfaction are examined.