This study explore the market segmentation based on beer consumers’ purchase motivation 1) to analyze beer consumers and markets more closely and 2) to demonstrate the characteristics of each market segment and contribute to marketing strategies with beer consumer segment. Using -administrated questionnaires asked questions recognizable beer purchase within 6 months by over 20-years-olds, this study 201 surveys online 22 days. The results as follows: beer consumers’ purchase motivation consisted of three factors enhancement, social orientation, and value enhancement. Cluster analysis based on beer purchase showed that there were three groups motivation multi-motivation and motivation group based on average value of beer purchase motive factors and relative load per factor. demographic,beer drinking characteristics and group difference according to cluster gender and monthly average income, and beer drinking characteristics also significantly different by preferred beer, preferred beer type, occasion and drinking place.

Abstract
 I. 서 론
 II. 연구내용 및 방법
 III. 연구결과
  1. 표본의 일반적인 특성 및 맥주 음용특성
  2. 측정항목의 타당성 및 신뢰성 검증
  3. 맥주 구매동기에 의한 군집화 및 세분시장 특성
 IV. 요약 및 결론
 References

• 민하나(한국관광공사 일자리기획팀) | Ha-Na Min (Career Planning Team, Korea Tourism Organization)
• 김윤아(한국직업능력개발원 국가자격센터) | Youn-a Kim (Center of Qualifications, KRIVET)
• 허영지(극동대학교 호텔외식조리학과) | Youngji Heo (Department of Culinary Arts and Hotel Food service, Far East University) Corresponding author