Abstract
Purpose – The purpose of this Proposal is to conduct a research for initial product testing in Chinese's market and the factors that influence the Chinese wine consumer. Design/ Methodology/Approach – The study applies qualitative and quantitative methodology, together with question developing measures, sampling techniques, and instrument for data collection. Findings – Wine associated activities; the way of communication, quality and price are the major factors that can influence the buying and consumption behavior of Chinese's consumer. Paper Type - Research Proposal
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