An examination of the attitudes and behaviours of ethnic Chinese wine consumers: an exploratory study

Somogyi, Simon and Li, Elton and Johnson, Trent and Bruwer, Johan and Bastian, Susan (2007) An examination of the attitudes and behaviours of ethnic Chinese wine consumers: an exploratory study. In: ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance, 3-5 Dec 2007, Dunedin, New Zealand.

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Abstract

Qualitative focus group interviews were performed with ethnic Chinese wine consumers residing in Adelaide, South Australia. The purpose of the interviews was to explore wine related attitudes and behaviours unique to Chinese consumers. The major findings of the study revealed a preference for sweet wine styles and cork closed wine bottles. The practise of mixing red wine with lemonade was discussed. Participants believed that wine was good for their health particularly in maintaining a healthy cardiovascular system and a medicinal administration of wine for a positive health effect was observed.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors hold copyright.
Depositing User: Mr Simon Somogyi
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 21 Mar 2010 12:38
Last Modified: 02 Jul 2013 23:40
Uncontrolled Keywords: wine marketing, China, consumer behaviour
Fields of Research (FOR2008): 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
Socio-Economic Objective (SEO2008): E Expanding Knowledge > 97 Expanding Knowledge > 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
URI: http://eprints.usq.edu.au/id/eprint/6950

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