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首页> 外文期刊>British Food Journal >Country-of-origin effects on Chinese wine consumers
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Country-of-origin effects on Chinese wine consumers

机译：原产国对中国葡萄酒消费者的影响

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Purpose - The paper seeks to examine Chinese consumers' wine-purchasing behaviour and, more especially, the importance of country of origin (COO) effects in the evaluation and assessment of wine quality and as it relates to decision making for wine purchases. Design/methodology/approach - The data for this study were collected in 2004 through an interviewer-administered, structured questionnaire targeted at randomly selected wine buyers in the ChangNing district of Shanghai (China). Chinese consumers tend to purchase wine primarily for sensorial reasons, consuming it on social occasions. Wine has never acquired the connotations of being merely a thirst-quenching drink as it did in some European countries. They are also attracted to wine for its health benefits. Findings - It was found that Chinese consumers are more likely to use extrinsic cues than intrinsic cues to evaluate wine quality. Thus, COO information is a significantly more important cue than price for Chinese consumers as a quality cue. However, there appears to be no significant difference in the importance of COO and brand in this regard. Wine is a complex product - small differences in any one of a huge range of variables, from the weather, through the grape, the production method, the storage and even the bottling can affect quality. As might be expected in a market that is relatively under-developed and which has a smaller experience of wine drinking than some other parts of the world, Chinese consumers pay much more attention to COO when they purchase wine for special occasions, where their choice is exposed to the judgment of others. By contrast, when purchasing wine for their own private consumption, COO assumes a lesser importance. Originality/value - This research can significantly help wine marketers to develop more effective positioning strategies in China. It will also help in the development of pricing and promotional decisions.
机译：目的-本文旨在研究中国消费者的葡萄酒购买行为，尤其是起源国（COO）效应在评估和评估葡萄酒质量以及与葡萄酒购买决策相关的重要性。设计/方法/方法-该研究的数据于2004年通过访问员管理的结构化问卷收集，这些问卷针对的是上海市长宁区（中国）随机选择的葡萄酒购买者。中国消费者倾向于购买葡萄酒主要是出于感官原因，是在社交场合消费的。葡萄酒从未像某些欧洲国家那样具有止渴的内涵。他们还因其健康益处而被葡萄酒吸引。发现-发现中国消费者更倾向于使用外在线索而不是内在线索来评估葡萄酒质量。因此，对于中国消费者而言，COO信息比价格要重要得多。但是，在这方面，首席运营官和品牌的重要性似乎没有显着差异。葡萄酒是一种复杂的产品-从天气，葡萄到葡萄，生产方法，储藏甚至装瓶的各种变量之间的微小差异都可能影响质量。在相对不发达的市场上，与世界其他地方相比，喝酒的经验较少的市场可能会预料到，在特殊情况下，中国消费者在购买葡萄酒时会更加关注COO。暴露于他人的判断之下。相比之下，首席运营官在为自己的私人消费购买葡萄酒时，则没有那么重要。创意/价值-这项研究可以极大地帮助葡萄酒商人在中国制定更有效的定位策略。它还将有助于制定定价和促销决策。

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