PROFILING WINE CONSUMERS BY PRICE SEGMENT: A CASE STUDY IN BEIJING, CHINA

This study aimed to analyze and identify the purchase behavior and preferences of 976 Chinese wine consumers, particularly the differences in their demographics, purchase behaviors and recognition about wine based on a price segmentation categorized as High, Moderate, and Low Spenders. Price segmentation was defined as the price typically paid for a bottle (750 ml) of wine for daily drinking at home. Significant differences among the three segments were discovered based on income, educational background, job category, purchasing places, favorite brands, recognition of the importance of wine attributes and acceptable price for gift-oriented wine. Research on market segmentation based on price about Chinese wine market is limited. The current study provides insight into market segmentation and may serve as basis for future research.