PROFILING WINE CONSUMERS BY PRICE SEGMENT: A CASE STUDY IN BEIJING, CHINA

This study aimed to analyze and identify the purchase behavior and preferences of 976 Chinese wine consumers, particularly the differences in their demographics, purchase behaviors and recognition about wine based on a price segmentation categorized as High, Moderate, and Low Spenders. Price segment...

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Bibliographic Details
Published inItalian journal of food science Vol. 29; no. 3; p. 377
Main Authors Mu, W, Zhu, H, Tian, D, Feng, J
Format Journal Article
LanguageEnglish
Published Pinerolo Chiriotti Editori S.r.l 19.07.2017
Codon Publications
Subjects
Case studies
Consumer behavior
Consumer preferences
Consumers
Market segmentation
Marketing
Prices and rates
Purchasing
Recognition
Segmentation
Segments
Wine
Wines
China
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Summary:This study aimed to analyze and identify the purchase behavior and preferences of 976 Chinese wine consumers, particularly the differences in their demographics, purchase behaviors and recognition about wine based on a price segmentation categorized as High, Moderate, and Low Spenders. Price segmentation was defined as the price typically paid for a bottle (750 ml) of wine for daily drinking at home. Significant differences among the three segments were discovered based on income, educational background, job category, purchasing places, favorite brands, recognition of the importance of wine attributes and acceptable price for gift-oriented wine. Research on market segmentation based on price about Chinese wine market is limited. The current study provides insight into market segmentation and may serve as basis for future research. Keywords: consumer behavior, consumer preferences, wine market, market segmentation
ISSN:1120-1770
2239-5687
DOI:10.14674/1120-1770/ijfs.v626