ScholarLens Back to search
2017•Italian Journal of Food ScienceOpen access

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

Weisong Mu, Zhu Hong-xiang, Dong Tian, Jianying Feng

Open full text 7 citations

Abstract

This paper aims to analyze and identify the purchase behavior and preferences of 976 Chinese wine consumers, especially to explore the differences in consumers’ demographics, purchase behaviors, recognition about wine, based on a price segmentation of High, Moderate, and Low Spenders. For this study, price segmentation was defined as the price typically paid for a bottle (750ml) of wine for daily drinking at home. Signi?cant differences among the three segments were discovered based on income, educational background, job category, purchasing places, favorite brands and recognition about importance of wine attributes. Little previous research on market segmentation by price has been conducted about Chinese wine market. This study provides a new thought into market segmentation and may assist with relative study.

About this research paper

What this paper is about

This paper aims to analyze and identify the purchase behavior and preferences of 976 Chinese wine consumers, especially to explore the differences in consumers’ demographics, purchase behaviors, recognition about wine, based on a price segmentation of High, Moderate, and Low Spenders. For this study, price segmentation was defined as the price typically paid for a bottle (750ml) of wine for daily drinking at home. Signi?cant differences among the three segments were discovered based on income, educational background, job category, purchasing places, favorite brands and recognition about importance of wine attributes. Little previous research on market segmentation by price has been conducted about Chinese wine market. This study provides a new thought into market segmentation and may assist with relative study.

Why it matters

OpenAlex reports 7 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

Main findings

Findings are not separately available in the OpenAlex metadata.

Limitations

Limitations are not available in the OpenAlex metadata.

Applications

Application details are not available in the OpenAlex metadata.

Available abstract

This paper aims to analyze and identify the purchase behavior and preferences of 976 Chinese wine consumers, especially to explore the differences in consumers’ demographics, purchase behaviors, recognition about wine, based on a price segmentation of High, Moderate, and Low Spenders. For this study, price segmentation was defined as the price typically paid for a bottle (750ml) of wine for daily drinking at home. Signi?cant differences among the three segments were discovered based on income, educational background, job category, purchasing places, favorite brands and recognition about importance of wine attributes. Little previous research on market segmentation by price has been conducted about Chinese wine market. This study provides a new thought into market segmentation and may assist with relative study.

Key concepts: Wine, Beijing, Market segmentation, Segmentation, Purchasing, Demographics, Business, Marketing

Related papers

Related paper 1Related paper 2Related paper 3
Back to paper searchBrowse research topicsOriginal source
PROFILING WINE CONSUMERS BY PRICE SEGMENT: A CASE STUDY IN BEIJING, CHINA — Research Paper | ScholarLens