Do Chinese Consumer Prefer to Buy Imported Wine? ——the Effect of Country-of-Origin
نویسنده
چکیده
As China’s economy has grown rapidly during the last few decades, the size of its market and the purchasing power of the Chinese consumers have greatly expanded. In addition, since China has entered the WTO, the barriers and cost of trading with companies in China have been substantially reduced. More and more foreign companies are now considering the Chinese market as their key developing market while Chinese customers are becoming more familiar with imported products. Wine companies are no exception. Whether wine companies could be successful in China would greatly depend on how well they understand the Chinese customer behaviors when purchasing wine. Unfortunately no studies concerning such an issue have been conducted up to the present time. The purpose of this research is therefore to explore Chinese customers’ wine purchasing behaviors and to investigate the effect of country of origin (COO) information on their wine evaluations. The findings of this research confirmed that Chinese customers consider COO as the most important factor in their wine evaluation when a single-cue approach is applied. When a multi-cue approach is used, however, the results showed that there was no significant difference in the importance in COO & price as indicators when Chinese consumers evaluate wine. In addition, COO is more important than brand as a wine quality evaluating indicator when Chinese consumers are evaluating wine for special occasions and COO is also more important when evaluating wine for gift giving & drinking in public than for own consumption.
منابع مشابه
Effects of Information and Country of Origin on Chinese Consumer Preferences for Wine: An Experimental Approach in the Field
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