Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

A strategic investigation of the determinants of wine consumption in China

A strategic investigation of the determinants of wine consumption in China Purpose – The purpose of this paper is to determine consumer characteristics, buying behaviour, and the factors that influence the Chinese wine consumer. Design/methodology/approach – The study applies qualitative and quantitative methodology, together with a literature review and a strategic environmental scan of the Chinese wine market and consumer behavior. Findings – Consumer education, wine‐related activities, channels of communication, taste, country of origin, quality, and price rank are found to be important factors influencing the buying and consumption behavior of Chinese consumers. Research limitations/implications – Results suggest that there is a need for stakeholders to develop and implement informational and educational marketing strategies to educate and inform consumers in ways that reflect their needs and expectations according to demographic characteristics. Practical implications – The challenge for the stakeholders will be to: penetrate this emerging market to establish presence and capture market share; strive for long‐term growth and profit sustainability; create competitive advantage through core competencies; promote and sell quality products applying the principles of yield management “to charge the right price, to the ideal consumer, at the right time, in the right place”; and build brand loyalty. Social implications – The paper offers useful findings for stakeholders in the wine supply chain. Special attention should be given to the alcoholic beverage retailer and hospitality operators for whom wine revenue is the core of aggregate beverage revenue. Originality/value – The paper contributes to the body of knowledge of consumer behavior in relation to wine consumption in an emerging market. The results benefit players in the wine supply chain; especially retail and hospitality operations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Wine Business Research Emerald Publishing

A strategic investigation of the determinants of wine consumption in China

Download PDF
25 pages

Loading next page...
 
/lp/emerald-publishing/a-strategic-investigation-of-the-determinants-of-wine-consumption-in-e1jXyEiPDx
Publisher
Emerald Publishing
Copyright
Copyright © 2012 Emerald Group Publishing Limited. All rights reserved.
ISSN
1751-1062
DOI
10.1108/17511061211213792
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to determine consumer characteristics, buying behaviour, and the factors that influence the Chinese wine consumer. Design/methodology/approach – The study applies qualitative and quantitative methodology, together with a literature review and a strategic environmental scan of the Chinese wine market and consumer behavior. Findings – Consumer education, wine‐related activities, channels of communication, taste, country of origin, quality, and price rank are found to be important factors influencing the buying and consumption behavior of Chinese consumers. Research limitations/implications – Results suggest that there is a need for stakeholders to develop and implement informational and educational marketing strategies to educate and inform consumers in ways that reflect their needs and expectations according to demographic characteristics. Practical implications – The challenge for the stakeholders will be to: penetrate this emerging market to establish presence and capture market share; strive for long‐term growth and profit sustainability; create competitive advantage through core competencies; promote and sell quality products applying the principles of yield management “to charge the right price, to the ideal consumer, at the right time, in the right place”; and build brand loyalty. Social implications – The paper offers useful findings for stakeholders in the wine supply chain. Special attention should be given to the alcoholic beverage retailer and hospitality operators for whom wine revenue is the core of aggregate beverage revenue. Originality/value – The paper contributes to the body of knowledge of consumer behavior in relation to wine consumption in an emerging market. The results benefit players in the wine supply chain; especially retail and hospitality operations.

Journal

International Journal of Wine Business Research – Emerald Publishing

Published: Mar 16, 2012

Keywords: China; Wines; Consumer behaviour; Emerging markets; China wine consumption; Consumption determinants; Wine marketing strategy; Competitive strategy; Beverage management

References

  • Research and Insights
    Accenture
  • Estimating non‐response bias in mail surveys
    Armstrong, J.S.; Overton, T.S.
  • Wine production in China
    ASKCI
  • Purchase attributes of wine consumers with low involvement
    Barber, N.; Ismail, J.; Dodd, T.
  • Chinese wine history and modern wines
    Berberoglu, H.
  • Chinese Consumer Report 2010
    Bouée, C.E.; Roland, B.R.
  • Electronic surveys: advantages and disadvantages over traditional print surveys
    Boyer, K.K.; Olson, J.R.; Jackson, E.C.
  • Segmentation of the Australian wine market using a wine‐related lifestyle approach
    Bruwer, L.E.; Reid, M.
  • China's wine industry development and import analysis
    ChinaBizIntel
  • Patterns of attitudes and behaviour in fragmented markets
    Dall'Olmo‐Riley, F.; Rink, L.; Harris, P.
  • An assessment of measurement invariance between online and mail surveys
    Deutskens, E.; Ruyter, K.D.; Wetzels, M.
  • Mail and Internet Surveys – The Tailored Design Method
    Dillman, D.A.
  • Differential effects of experience subjective knowledge, and objective knowledge on sources of information used in consumer wine purchasing
    Dodd, T.H.; Laverie, D.A.; Wilcox, J.F.; Duhan, D.F.
  • Repeat Buying. Facts, Theory and Applications
    Ehrenberg, A.
  • Attitudes toward Italian wine of practitioners in the Chinese distribution
    Farneti, A.
  • A forecast on Chinese wine market
    Foodmate.net
  • Consumer Psychology in Behavioral Perspective
    Foxall, G.
  • Consumer preferences for wine attributes: a conjoint approach
    Gil, J.M.; Sánchez, M.
  • An international comparison of retail consumer wine choice
    Goodman, S.
  • Online data collection: strategies for research
    Granello, H.G.; Wheaton, J.E.
  • Delivering high performance: focusing on emerging markets
    HBR
  • Foreign wine corporations' internationalization strategy in China
    He, H.H.
  • The pretest in survey research: issues and preliminary findings
    Hunt, S.D.; Sparkman, R.D. Jr; Wilcox, J.B.
  • Determinants of wine consumption of US consumers: an econometric analysis
    Hussain, M.; Castaldi, R.; Cholette, S.
  • The IWRS (International Wine and Spirit Record) Drinks Record
    IWRS
  • The IWRS (International Wine and Spirit Record) Drinks Record
    IWRS
  • The European wine industry
    Jenster, P.V.; Jenster, L.
  • The forecast of wine market in China
    Jin, W.
  • Is a web survey as effective as a mail survey? A field experiment among computer users
    Kiernan, N.E.; Kiernan, M.; Oyler, M.A.; Gilles, C.
  • Is a glass of merlot the symbol of globalization? An examination of the impacts of globalization on wine consumption in Asia
    Lee, K.
  • Wine and food
    Li, J.
  • Do Chinese consumer prefer to buy imported wine? The effect of country‐of‐origin
    Li, L.; Hu, X.; Zuho, J.
  • A qualitative study of Chinese wine consumption and purchasing
    Liu, F.; Murphy, J.
  • The effect of price and oak flavor on the quality perceptions of consumers and wholesalers
    Lockshin, L.S.; Rhodus, W.T.
  • Quality wines and wines protected by a designation of origin: identifying their consumption determinants
    Martinez‐Carrasco, L.; Brugarolas, M.; Martinez‐Poveda, A.
  • Choice of preferences: testing the effect of nationality
    Moss, G.; Vintent, G.
  • National Bureau of Statistics of the People's Republic of China
    National Bureau of Statistics of China
  • Contingent consumer decision making in the wine industry: the role of hedonic orientation
    Neeley, C.R.; Kyeong, S.; Min, K.H.; Pamela, A.
  • State of Viti‐viniculture World Report
    OIV
  • Consumers self‐confidence in wine purchases
    Olsen, J.; Thompson, K.; Clarke, T.
  • Editorial: the global wine business as a research field
    Orth, U.R.; Lockshin, L.; d'Hauteville, F.
  • For novice shoppers, a little wine 101
    Passy, C.
  • E‐surveys: efficient and effective or a fad?
    Plaisent, M.; Larhrib, S.; Bernard, P.; Rym, G.
  • The effect of pretest method on error detection rates: experimental evidence
    Reynolds, N.; Diamantopoulos, A.
  • Handbook of Research on Electronic Surveys and Measurements
    Reynolds, R.A.; Woods, R.; Baker, J.D.
  • Principles of human communication
    Ruesch, J.
  • Marketing planning for the wine industry
    Spawton, T.
  • China has been the eighth biggest wine consuming market in the world
    Syrah, S.
  • The analysis on the price tactics of Chinese wine industry
    Tang, W.L.
  • Qualitative research and translation dilemmas
    Temple, B.; Young, A.
  • How American consumers select wine
    Thach, L.
  • Behavioural segmentation: a New Zealand wine market application
    Thomas, A.; Pickering, G.
  • The globalisation of the wine industry: new world, old world and China
    Thorpe, M.
  • Does survey medium affect responses? An exploration of electronic and paper surveying in British Colombia Schools
    Walt, N.; Atwood, K.; Mann, A.
  • The rising wine price
    Wang, K.L.
  • Mass Media Research: An Introduction
    Wimmer, R.D.; Dominick, J.R.
  • Wine history in China
    Winechina
  • The Chinese wine market
    Wine Intelligence
  • Succeeding Like Success: The Affluent Consumers of Asia
    Wong, Y.H.
  • Understanding the Affluent Consumers of Asia
    Wong, Y.H.
  • Import wine is flooding; local wine market is seriously affected
    Worldbydata
  • Chinese choices: a survey of wine consumers in Beijing
    Yu, Y.; Sun, H.; Goodman, S.; Chen, S.; Ma, H.
  • An overview of the wine market. What potential for Argentinean wines?
    Yvon, B.