Interpretation keys in the process of sensitization and education of the Chinese consumer as to the consumption of wine

Alessandro Trotta,Chao Liu,Stefano Massaglia,Stefania Palma,Silvana Ballotta,Isabelle Bailet,Jean-Marie Aurand

doi:10.1051/bioconf/20150503011

Abstract

China’ wine consumption has ever and ever increased during the last decade but there are still difficulties in the communication of this product. This is caused by the great social, cultural and economical diversities among Chinese themselves and between eastern and western culture. In fact, the diversities between the population of urban areas of greater development and the rural ones and the differences between the profound and radical eastern culture and the western culture outline a very different consumer-type compared to the western one. For this reason, for years, the marketing strategies in the wine sector have not brought about the attended results. The Chinese wine consumer reveals much instability caused by cultural reasons, which have emerged in this work, joined by an experimental analysis that could bring into light reliable evaluative results. The output of the analysis of these results is a list of interpretation key points that can be used as a tool to improve the education and the communication towards Chinese wine consumer.

Highlights

The education process as well as that of sensitization of the Chinese consumer-type becomes essential especially in a time, such as the current one, of high wine-consumption propensity
The Chinese wine consumer reveals much instability caused by cultural reasons, which have emerged in this work, joined by an experimental analysis that could bring into light reliable evaluative results
We have found the reason in the lack of a model able to let the wine become a real evaluation key of an eno-gastronomy culture so charming but away from their uses and traditions

Summary

Introduction

The education process as well as that of sensitization of the Chinese consumer-type becomes essential especially in a time, such as the current one, of high wine-consumption propensity. Young people possess the ideal profile as conscious consumers, sensitive to the concept of origin and territoriality [5] These new bands are partly projected towards globalization and partly modeled on the lifestyle of the old class wealthy Chinese. The brands are more appealing than product itself It exists a big an increasing number of consumers that is closer to the occidental ones and is ready to accept a new model able to include the eno-gastronomy culture in its ordinary life. This type of consumers is becoming interesting and alluring but it is still not clear which could be the right way to communicate our messages to them. The objective of our experimental analysis is to identify some key points that can be used in the process of language adaptation needed for the education of the Chinese consumer

Materials and methods

Carignano del Sulcis event questionnaire

Recognition Carignano logo questionnaire

RVF questionnaire’s elements of interest

Conclusion