Wine brand category choice and Confucianism

a purchase motivation comparison of Caucasian, Chinese and Korean consumers

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

50 Citations (Scopus)

Abstract

Immigrants are an important demographic group who are increasingly targeted as consumers by the wine industry in Australia and other Western markets. These markets are often not homogenous as intra-national diversity has created a complex market place in many Western key markets. In this study, wine brand category choice for Chinese and South Korean consumers living in Australia was probed and contrasted with the choices of Caucasian consumers. Three purchase scenarios, namely self/household-consumption, social entertainment-use and gift giving were presented to 511 consumers through a shopping mall intercept using a paper-based questionnaire. Separate models were developed to distinguish preferences for Australian and French wine. Backward deletion regression analysis was used to arrive at the most parsimonious models. A comparison of three research models, namely a marketing model, a Confucian Consumption Behaviour Component (CCBC) model and a Hybrid Model were tested. We found that the hybrid model (i.e. a combination of marketing variables and CCBC variables) has the highest explanatory power for consumers’ wine brand category choice. Different ethnic groups have different wine brand category choice for different purchase scenarios. Our findings provide theoretical implications for ethic marketing research and brand category choice, and we also offer insights for wine makers to better position their products for all markets characterised by intra-national diversity.
Original languageEnglish
Title of host publicationAdvances in national brand and private label marketing
Subtitle of host publicationsecond International Conference, 2015
EditorsFJ Martínez-López, JC Gázquez-Abad, R. Sethuraman
Place of PublicationCham, Switzerland
PublisherSpringer, Springer Nature
Pages19-33
Number of pages15
ISBN (Print)9783319201818
DOIs
Publication statusPublished - 2015
EventInternational conference on Advances in National Brand and Private Label Marketing (2nd : 2015) - Barcelona
Duration: 24 Jun 201526 Jun 2015

Publication series

NameAdvances in National Brand and Private Label Marketing
PublisherSpringer International Publishing
ISSN (Print)2198-7246
ISSN (Electronic)2198-7254

Conference

ConferenceInternational conference on Advances in National Brand and Private Label Marketing (2nd : 2015)
CityBarcelona
Period24/06/1526/06/15

Keywords

  • brand category choice
  • ethnicity
  • wine marketing
  • Confucianism
  • marketing/CCBC hybrid model

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  • Cite this

    Yao, W., Baumann, C., & Tan, L. P. (2015). Wine brand category choice and Confucianism: a purchase motivation comparison of Caucasian, Chinese and Korean consumers. In FJ. Martínez-López, JC. Gázquez-Abad, & R. Sethuraman (Eds.), Advances in national brand and private label marketing: second International Conference, 2015 (pp. 19-33). (Advances in National Brand and Private Label Marketing). Cham, Switzerland: Springer, Springer Nature. https://doi.org/10.1007/978-3-319-20182-5_3