Dynamics of wine consumption in China: an empirical study

Liu, Hong-Bo, McCarthy, Breda, Chen, Tingzhen, Zhou, Zhang-yue, Song , Xuguang, and Guo, Shu (2013) Dynamics of wine consumption in China: an empirical study. In: Proceedings of the 27th Australian and New Zealand Academy of Management Conference. 216. From: ANZAM 2013: 27th Australian and New Zealand Academy of Management Conference: managing on the edge, 4-6 December 2013, Hobart, TAS, Australia.

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Abstract

China may not be the first country that comes to mind when people think about wine consumption or production; however, the wine market is undergoing dramatic change. The recent increase in wine consumption in China has significant implications for researchers and the business community both within and outside of China, given its growing population and the rising purchasing power of the middle class.

Using quantitative research methods, this paper examines the factors affecting wine purchasing decisions in China. This study reveals the intrinsic attributes-seeking segment in China. Furthermore, it finds rising income, gender and overseas experience to be key drivers of frequent wine consumption. Moreover, new media is recognised as an increasingly important information channel for wine promotion.

Item ID: 30540
Item Type: Conference Item (Research - E1)
ISBN: 978-0-9875968-2-6
Keywords: wine consumption, intrinsic attributes-seeking behaviour, marketing strategy, China
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Funders: James Cook University (JCU)
Date Deposited: 29 May 2014 03:44
FoR Codes: 14 ECONOMICS > 1402 Applied Economics > 140202 Economic Development and Growth @ 50%
15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1505 Marketing > 150501 Consumer-Oriented Product or Service Development @ 50%
SEO Codes: 91 ECONOMIC FRAMEWORK > 9104 Management and Productivity > 910403 Marketing @ 50%
91 ECONOMIC FRAMEWORK > 9103 International Trade > 910399 International Trade not elsewhere classified @ 50%
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