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

Josselin Masson (), Carlos Raúl Sánchez Sánchez and Franck Celhay
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Josselin Masson: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Carlos Raúl Sánchez Sánchez: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier
Franck Celhay: MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier

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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 .

Date: 2017-09
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Published in International Journal of Market Research, 2017, 59 (5), pp.625-654. ⟨10.2501/IJMR-2017-044⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02066882

DOI: 10.2501/IJMR-2017-044

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