The wine industry is an emerging market in Malaysia. This study focuses on identifying the factors influencing wine consumption among working professionals. 309 out of 350 questionnaires distributed in the Klang Valley, Malaysia were useful. The findings show that three factors (self-expression, health and emotion) are statistically significant in determining wine consumption behaviour among working professionals. Although marketers like to believe that their efforts drive the demand of particular wines, it was concluded that labelling and branding of wine was not correlated with wine consumption behaviour. Practical implications for wine producers and marketers are discussed.

Purpose – This study aims to investigate domestic wine consumption behavior and make future sales strategies and marketing plans. Research design, data, and methodology – To achieve the purpose of the study, the surveys were conducted targeting 350 wine customers in Jeju and Seoul. 331 responses were collected, and out of them, 21 responses were deleted because they lacked the proper information fill in. A descriptive statistical analysis was applied to the remaining 310 responses. The statistical techniques used for carrying out hypothesis-testing are EFA_(exploratory factor analysis), multiple-regression analysis, and moderating effect in SPSS 18.0. Results – The results indicate that fashion oriented, sociality aspiration and rationality seeking lifestyles had significant influence upon internal attributes. However, well-being oriented and having enjoyment oriented lifestyle had no significant influence upon internal attributes. Furthermore, all the types of lifestyles except social aspiration lifestyles had a positive influence upon external attributes, whereas internal or external attributes had positive influence on customer satisfaction. Conclusions – The consumers who experienced wine purchases think wine selection attributes differ before and after experiencing wine drinking, and it shows that the circumstantial variables as purchase situations prove to be important predicted variables in the behavior field of wine consumers. It implies appropriate wine education according to the consuming trend about wine for wine consumers are needed.