Article2017

Is Mianzi the only Face of Chinese Consumers of Wine?: A Typology of Chinese Consumers of Imported Wine

Carlos Raúl Sánchez Sánchez · Franck Celhay

19 citations0/0 files storedInternational Journal of Market Research

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Wine Industry and Tourism Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Market Dynamics

Abstract

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire. Agreement is broad that the Chinese market has great potential for many products, including wine. With its huge population of 1.37 billion and its growing middle class, China is very attractive for winemakers, particularly the European wineries hoping to compensate for the decrease in domestic wine consumption by exporting to China. However, consumers of a product category are rarely homogeneous and market segmentation is needed to adapt the product appropriately to consumer groups presenting similar needs and wants. Studies on the segmentation of the Chinese wine market are nevertheless scarce in the academic literature. This paper aims to address that lack. The analysis described identified six clusters (indifferent occasionals, wine lovers, relaxed amateurs, social networkers, stay-at-home connoisseurs and infrequent money-minded) and provides winemakers with greater detail on the various profiles of Chinese consumers of imported wine. This should help them to make their offerings more suitable to their targeted segments.

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References

2005Using simulations from discrete choice experiments to measure consumer sensitivity to brand, region, price, and awards in wine choice 1997Using product, brand and purchasing involvement for retail segmentation 2011Consumer behaviour and sensory preference differences: implications for wine product marketing 2002Segmentation of the Australian Wine Market Using a Wine-Related Lifestyle Approach 2006Market segment analysis to target young adult wine drinkers 2007Wine-Related Lifestyle (WRL) Market Segmentation: Demographic and Behavioural Factors 2007Wine for My Generation: Exploring How US Wine Consumers are Socialized to Wine 2007A qualitative study of Chinese wine consumption and purchasing

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