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

Paper

Somogyi, Simon, Li, Elton, Johnson, Trent, Bruwer, Johan and Bastian, Susan. 2007. "An examination of the attitudes and behaviours of ethnic Chinese wine consumers: an exploratory study." Thyne, Maree, Deans, Kenneth R. and Gnoth, Juergen (ed.) ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop. Dunedin, New Zealand 30 Nov - 02 Dec 2007 Dunedin, New Zealand.
Paper/Presentation Title

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

Presentation TypePaper
AuthorsSomogyi, Simon (Author), Li, Elton (Author), Johnson, Trent (Author), Bruwer, Johan (Author) and Bastian, Susan (Author)
EditorsThyne, Maree, Deans, Kenneth R. and Gnoth, Juergen
Journal or Proceedings TitleProceedings of the 2007 Australian and New Zealand Marketing Academy Conference (ANZMAC 2007)
Number of Pages9
Year2007
Place of PublicationDunedin, New Zealand
ISBN9781877156299
Web Address (URL) of Paperhttp://conferences.anzmac.org/ANZMAC2007/papers/S%20Somogyi_1a.pdf
Conference/EventANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop
Event Details
ANZMAC 2007: 3Rs Reputation, Responsibility and Relevance: Doctoral Colloquium Writing Workshop
Event Date
30 Nov 2007 to end of 02 Dec 2007
Event Location
Dunedin, New Zealand
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.

Keywordswine marketing, China, consumer behaviour
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350699. Marketing not elsewhere classified
Public Notes

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Byline AffiliationsUniversity of Adelaide
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