Wine purchasing behaviour in China

Liu, H., and McCarthy, B. (2017) Wine purchasing behaviour in China. In: Capitello, Roberta, Charters, Steve, Menival, David, and Yuan, Jingxue, (eds.) The Wine Value Chain in China: consumers, marketing, and the wider world. Elsevier Asian Studies Series . Elsevier, Cambridge, MA, USA, pp. 117-129.

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With the rise of China's middle class, the country is undergoing a social transformation. One of the most striking changes is the rapid increase in wine consumption. In 2013, China (including Hong Kong) consumed 155 million nine-liter cases (equivalent to 1.87 billion bottles) of red wine and became the world's largest consumer of red wine (Vinexpo, 2014). China's red wine consumption almost tripled between 2007 and 2013, although there was a 7.4% decline in 2013 in comparison to 2012, which was thought to be due to years of stock building and the government crackdown on luxury gift-giving and excessive spending in 2012 (The Wall Street Journal, 2014). China has attracted the attention of domestic Chinese and international wine marketers in response to its rapid rise in demand. Wine marketers from France, Australia, Italy and the USA are some of the international sellers seeking an opportunity to expand their market share in China (Morrison and Rabellotti, 2014).

Item ID: 46939
Item Type: Book Chapter (Research - B1)
ISBN: 978-0-08-100754-9
Date Deposited: 25 Jan 2017 04:47
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 50%
38 ECONOMICS > 3801 Applied economics > 380199 Applied economics not elsewhere classified @ 50%
SEO Codes: 97 EXPANDING KNOWLEDGE > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services @ 50%
97 EXPANDING KNOWLEDGE > 970114 Expanding Knowledge in Economics @ 50%
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