Author: Corsi, Armando
Abstract: This article briefly reports on Wave 4 of the China Wine Barometer study, concerning elements driving wine choice and consumption. The Best-Worst method was used to identify the most important element driving consumers’ choices and extract the relative importance of all other elements as a precise proportion of the first element. A key finding of this study among others was that having previously tried a wine is the dominant factor driving wine choice. It is therefore very important to ensure customers are actually able to try wine before buying it.
Co-author(s): Lockshin, Larry; Cohen, Justin
Publication: WBM. Australia’s Wine Business Magazine, May 2015, pp. 24-25