How are personal values related to choice drivers? An application with Chinese wine consumers

Abstract

This paper investigates the relationship between the choice drivers for wine among Chinese consumers with their personal values, using two sets of Best-Worst Scaling data.We first provide a ranking of the personal values and wine choice drivers of the population at hand. We then classify the respondents in terms of their choice drivers by means of a Latent Class Clustering. Lastly, we analyse the personal values and socio-demographic variables in each class. The sample (n=1,141) is socio-demographically representative in terms of age, gender, and income of the Chinese upper-middle class urban population.The results reveal the presence of three clusters, which are clearly identifiable in relation to their choice drivers, personal values and, partially, to their socio-demographic characteristics. The linking of value statements to the clusters strengthens the types of activities on-premise venues can use to attract different groups of customers. If on-premise operators know more about the personality of their clients and their choice drivers, they can engage their customers more appropriately throughout the choice process.The approach proposed in this paper can be extended to any research that aims to analyse the relationship between the elements driving the choice of a product and attitudinal variables.