1)스텐다드(Standard)급 위스키 : 패스포트, 썸씽 스페셜, 브이 아이 피, 베리나인 골드, 죠니워커 레드, 제이 앤 비, 짐 빔, 발렌타인 파이니스트, 베트 69, 기타

2)프리미엄(Premium)급 위스키 : 숙성년도 12년 이상의 위스키 퀸앤, 시바스 리갈, 임페리얼 클래식, 죠니워커 블랙, 로얄 살루트, 딤플, 크라운 로얄, 발렌타인 12년(골드씰), 17년, 30년, 기타

3)Phiip Kotler, Gary Armstrong, "Marketing an introduction", 3rd ed., New Jersey : Pretice-Hall. 1993.pp.208-214.

4)Philip Kotler, "Marketing Management", 7th ed., New Jersey : Prentice-Hall. 1991. pp.567

5)Del I. Hawkins, Roger J. Best and Kenneth A. Coney, "Consumer Behacior-Imlications for Marketing Strategy, Plano". Texas : Business Publications Inc., 1983, pp.13-14.

6)Philip Kotler, "Prosumers A New Type of Consumer", Futurist, September-October 1986, pp.24-28.

7) Wiliam D. Wells, "Seven Question about life style and psychographic", in B. Backer and H.. Becker, eds., 1972 Combined Procedings, Chicago, III : American Marketing Association, 1973, pp.462-465.

8)Harold H. Kassarjian, "Personality and Consummer Behavior : A Review" Journal of Marketing Research, Nov. 1971, p.416

9)Plummer. Joseph T,. "Life Style Pattern and Commercial Bank Credit Card Usage." Journal of Marketing, Vol.35. April 1971. pp. 35-42.

10) 최영재, "라이프 스타일 분석에 관한 연구", 전남대 석사 논문 1983.

11) Robert D. Buzzell and Bradley T. Gale, The PMS Principles Linking Strategy to Pergormance(New York : Free Press, 1987), p.122.

12)Russell I. Haley, "Benefit Segmentation : A Decision Oriented Research Tool", Journal of Marketing, July 1963, pp.30-35.

13)Joseph T. Plumer, "the Concept and Application of Life-Style Segmentation", Journal of Marketing, January 1974. P.34

14)Harry E. Heller. "Defining Rarget Markets by Their Attitude Profiles", in adler and I. Crespi, eds., Attitude research on the Rocks, American Marketing Association. 1968.

15)Wiliam D. Wells. eds,. Psychographics. American Marketing Association. 1974. p.4.

16)The Yankelovich Monitor. 1972. Daniel Yankelovich Inc., New York 1973.

18)Cook, T.D. and D.T. Campbell(1979), Quasi-Experimentation, Rand MCnally. kerlinger, F.N.(1986), Foundations of Behaviorl Research, 3d ed. Nunnally, J.C.(1987), Psychological Theory, find ed., Mcgraw- Hill.

19)Bechtoldt, H.P.(1959), "Construct Validity : A Critique,"Americal Psychologist. Campbell, D.T.(1957), "Factors Relevance to the Validity of Experiments in Social Setting", Psychological Bulletin, Vol.54. Campbell, D.T.(1960), "Recommendations for APA test standard Reading Construct, Trail or Discriminant Validity", American Psychologist. Campbell, D.7. and D. W. Fisker(1959), "Convergent and Discriminant Validity by the Multimethod Matrix", Psychological Bulletin.

20)Henkel, R.E.(1076) "Test of Significance" Sage series, Vol.4, Sage Publications, California

21)채서일. "사회과학 조사방법론"(1993). 서울 학현사. Cooley, W.W. and P.R.Lohnes(1971), Multivarlate Data analysis, John Wiley and Sons.

22)Kinner,T.C., Taylor, J.r., Marketing Research, McGraw-Hill, Inc.,1991.

23)Stewart, D.W.(1981), "The Application and Misapplication of Factor Analysis in Marketing Research, Journal of Marketing Research, Vol.15, pp51-62"

24)채서일, 전게서, p.418

25)채서일, 전게서 p.561 Tatsuoka, M.M., Multivariate Analysis, John Wiley and Sones, 1971.

26)채서일, '마케팅 조사론', 서울 : 학현사, 1994. p.390

28) D.g. Kleinbaum & L.L. Kupper. "Applies Regression Analysis," : California Wadsworth Publishing Company. Inc., 1978.