Abstract
This paper aims to analyze and identify the purchase behavior and preferences of 976 Chinese wine consumers, especially to explore the differences in consumers’ demographics, purchase behaviors, recognition about wine, based on a price segmentation of High, Moderate, and Low Spenders. For this study, price segmentation was defined as the price typically paid for a bottle (750ml) of wine for daily drinking at home. Signi?cant differences among the three segments were discovered based on income, educational background, job category, purchasing places, favorite brands and recognition about importance of wine attributes. Little previous research on market segmentation by price has been conducted about Chinese wine market. This study provides a new thought into market segmentation and may assist with relative study.
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