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This study aims to identify ultimate value of wine enthusiasts by using hard laddering method which is one of the qualitative statistic means. The reason is that the pursuit of customer value and corporate value is becoming very important phenomenon in recent years. One of the most effective and proper theory to find out the ultimate customer value is means-end theory which is commonly applied in F&B industry studies in overseas. The in-depth interviews (hard laddering) for the 101 people who mostly drink wine over three times a month were carried out in Seoul for a month. The cut-off level for 101 interviewees is 10 in which can be well depicted in HVM (Hierarchical Value Map). The results of this study indicated that the interviewees choose that the most dominant value for the taste of wine. Furthermore, they felt pleasured when they drink the great wine own specific taste.
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