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Purpose: This study investigates the key influencing factors of wine purchasing behaviour of the Chinese wine consumer market and explores the relevant parameters influencing cluster building among Chinese wine buyers. Design: The data for this study was obtained through a survey distributed to wine company followers from the Changyu Pioneer Wine Co. Inc., on WeChat resulting in the collection and analysis of 1,535 useable valid responses. Findings: Six clusters are identifiable; they differ significantly with various individual characteristics and wine purchasing behaviour. The choice between foreign and domestic wine is a significant factor in understanding wine preferences. The importance of wine attributes (colour, taste, and distribution channels) varied among different groups, indicating that these factors operate differently across populations. Variables pertaining to having experience abroad distinguished and separated younger cohorts. Participants from metropolitan areas, female participants, and younger age groups provided valuable insights into the preferences of the younger generation. Practical implications: Our findings emphasize the importance of considering factors beyond initial wine brand and individual characteristics when studying wine consumer behaviour. Elements such as taste preferences, distribution channels, cultural influences, and personal experiences play a substantial role in shaping wine preferences. Understanding the impact of these factors enables the development of strategies and offerings that better align with the diverse needs and preferences of Chinese wine consumers.
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