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The underlying motivations of Chinese wine consumer behaviour

The underlying motivations of Chinese wine consumer behaviour Purpose – The purpose of this paper is to discover the underlying motivations of Chinese wine consumption. Design/methodology/approach – Qualitative focus group interviews were performed on 36 Chinese wine consumers and four focus groups were performed, with participants segmented into groups based on age and gender. Findings – The main findings were that Chinese wine consumers are influenced by face and status. These issues may be affecting their wine consumption behaviours, particularly related to anomalous behaviours such as mixing red wine with lemonade and the rationale for the preference of cork‐closed wine bottles. Furthermore, the notion of wine consumption for health‐related purposes was uncovered and a linkage found with traditional Chinese medicine. Originality/value – While research has been conducted on Chinese wine consumers, this paper attempts to uncover the underlying motivations for consumption and finds a linkage between wine consumption and traditional Chinese medicine. Furthermore, this paper links the traditions and beliefs of traditional Chinese medicine with a product category other than food or medicine. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

The underlying motivations of Chinese wine consumer behaviour

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1355-5855
DOI
10.1108/13555851111165039
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to discover the underlying motivations of Chinese wine consumption. Design/methodology/approach – Qualitative focus group interviews were performed on 36 Chinese wine consumers and four focus groups were performed, with participants segmented into groups based on age and gender. Findings – The main findings were that Chinese wine consumers are influenced by face and status. These issues may be affecting their wine consumption behaviours, particularly related to anomalous behaviours such as mixing red wine with lemonade and the rationale for the preference of cork‐closed wine bottles. Furthermore, the notion of wine consumption for health‐related purposes was uncovered and a linkage found with traditional Chinese medicine. Originality/value – While research has been conducted on Chinese wine consumers, this paper attempts to uncover the underlying motivations for consumption and finds a linkage between wine consumption and traditional Chinese medicine. Furthermore, this paper links the traditions and beliefs of traditional Chinese medicine with a product category other than food or medicine.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Aug 30, 2011

Keywords: China; Wines; Wine consumption; Consumer behaviour; Cultural values; Food and beverage marketing; Marketing in China

References