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Type: Journal article
Title: The underlying motivations of Chinese wine consumer behaviour
Author: Somogyi, S.
Li, C.
Johnson, T.
Bruwer, J.
Bastian, S.
Citation: Asia Pacific Journal of Marketing and Logistics, 2011; 23(4):473-485
Publisher: MCB University Press
Issue Date: 2011
ISSN: 1355-5855
Statement of
Simon Somogyi, Elton Li, Trent Johnson, Johan Bruwer and Susan Bastian
Abstract: Purpose – The purpose of this paper is to discover the underlying motivations of Chinese wine consumption. Design/methodology/approach – Qualitative focus group interviews were performed on 36 Chinese wine consumers and four focus groups were performed, with participants segmented into groups based on age and gender. Findings – The main findings were that Chinese wine consumers are influenced by face and status. These issues may be affecting their wine consumption behaviours, particularly related to anomalous behaviours such as mixing red wine with lemonade and the rationale for the preference of cork-closed wine bottles. Furthermore, the notion of wine consumption for health-related purposes was uncovered and a linkage found with traditional Chinese medicine. Originality/value – While research has been conducted on Chinese wine consumers, this paper attempts to uncover the underlying motivations for consumption and finds a linkage between wine consumption and traditional Chinese medicine. Furthermore, this paper links the traditions and beliefs of traditional Chinese medicine with a product category other than food or medicine.
Keywords: China; Wines; Wine consumption; Consumer behaviour; Cultural values; Food and beverage marketing; Marketing in China
Rights: © Emerald Group Publishing Limited
RMID: 0020116981
DOI: 10.1108/13555851111165039
Appears in Collections:Agriculture, Food and Wine publications

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