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Self-Consumption, Gifting, and Chinese Wine Consumers

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  • Ping Qing
  • Aiqin Xi
  • Wuyang Hu

Abstract

type="main" xml:lang="pt"> La Chine est le plus important pays consommateur de vin rouge au monde. À l'aide de données tirées d'un sondage récent réalisé dans trois villes chinoises, nous avons examiné les dépenses et les préférences des consommateurs chinois pour des vins destinés à la consommation personnelle et pour offrir en cadeau. Les résultats de notre étude indiquent que, outre le prix, les consommateurs chinois s'intéressent à d'autres critères, tels que le cépage et la couleur, et que les préférences et les dépenses pour les vins varient considérablement d'une région à l'autre. En règle générale, les Chinois achètent plus de vins pour offrir en cadeau ou que pour leur consommation personnelle. La hausse de la consommation personnelle a largement contribué à la hausse des vins achetés pour offrir en cadeau, mais l'effet inverse est beaucoup moindre. Les facteurs qui motivent la consommation personnelle et l'offre de vins en cadeau diffèrent. Certains facteurs, tels que l'expérience des consommateurs en matière de vin, le rôle de la publicité sur les vins et les occasions de consommation de vins, peuvent avoir des effets opposés sur les deux types de consommation. Les résultats de notre étude pourront contribuer à l’élaboration de normes de qualité et de politiques de classification des vins et servir aux producteurs de vin et aux spécialistes du marketing en Chine et partout dans le monde.

Suggested Citation

  • Ping Qing & Aiqin Xi & Wuyang Hu, 2015. "Self-Consumption, Gifting, and Chinese Wine Consumers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 601-620, December.
  • Handle: RePEc:bla:canjag:v:63:y:2015:i:4:p:601-620
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    References listed on IDEAS

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    Cited by:

    1. Ellen Goddard & Wuyang Hu, 2015. "Introduction to the Special Issue on Food Marketing, Information, and Labeling," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 431-433, December.
    2. Qing, Ping & Hu, Wuyang, 2016. "Chinese Consumer Preference for Red Wine Attributes," 2016 Annual Meeting, July 31-August 2, 2016, Boston, Massachusetts 235477, Agricultural and Applied Economics Association.

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