A Latent Look at Emerging Asian Wine Consumers and their Intrinsic -Extrinsic Preferences

Abstract

Past research has shown that people of Chinese descent typically prefer sweeter products. Alcohol occasions in Asia may also result in more importance being placed on these intrinsic qualities. In this study, we present a 4 4 discrete choice experiment (DCE) combining two extrinsic cues and two intrinsic cues. The sample (n=210) was defined as emerging wine consumers. The aggregate results show that the intrinsic cue of sweetness was the most important attribute followed by country-of-origin. Price and body were next in importance and relatively the same. We estimate a latent class cluster analysis, with a 5-class solution improving on the aggregate model. Three classes representing 80% of the sample show importance to the sweetness attribute and higher sweetness. What is interesting is that the remaining two classes show importance towards a dry level of wine as well as preference towards fuller bodied characteristics.

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