Consumption occasion affects how Chinese consumers buy wine

Author: Corsi, Armando

Abstract: About a year ago we discussed the effect that different retail channels and consumption occasions have in modifying the importance of consumer choice factors in China (Corsi et al. 2015). The research demonstrated that consumption occasion influences what factors are important in choosing a wine more than what channel the buyer uses, particularly in a retail environment. This article expands our knowledge using the results of an experiment we conducted during the sixth wave of the China Wine Barometer, generously funded by Wine Australia, which tracks the attitudes, perceptions and behaviours of a representative sample of upper-middle class urban Chinese imported wine drinkers.

Co-author(s): Cohen, Justin and Lockshin, Larry

Publication: Wine & Viticulture Journal, Vol. 32 No. 1 (2017), pp. 63-64.

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