Chinese consumers' selection of wine purchasing channels: influence of demographic characteristics, perceived value factors, social factors and wine knowledge

Abstract

Purpose

The selection of purchasing channels by wine consumers indirectly affects buying experience and satisfaction, therefore, it is of great practical significance to study consumers' preference on channel selection. The purpose of this study is to investigate the current state of consumer selection for purchasing channel and the corresponding influencing factors.

Design/methodology/approach

A total of 2,976 valid questionnaires were collected by convenience sampling from 34 provinces, municipalities and autonomous regions of China in 2020 via the Internet, yielding a response rate of 82.2%. A categorical statistical approach was used to understand consumer's selection for each channel. Besides, binary logistic regression model was used to analyze the factors affecting consumers' channel selection.

Findings

The results show that Chinese wine consumers' main purchasing channels are as follows: supermarket/mall, wine specialty stores, comprehensive e-business flagship stores, comprehensive e-business individual stores, restaurants and short video and live streaming platforms. Estimation results showed that among the 12 influencing factors in 4 categories, consumers' education and some other factors significantly influenced consumers' decision on wine purchasing channels.

Research limitations/implications

Limited by time and experimental conditions, this study did not analyze the trend of wine consumers' purchasing channel selection. Future work would concentrate on multi-year data and conduct longitudinal comparative analysis.

Originality/value

This study innovatively subdivides the currently popular wine sales channels in Chinese market and conducts research related to consumer channel selection. The results of the study can provide reference for wine producers and distributors to update their strategic layout and also help various channels to understand the characteristics of their customer groups for targeted marketing.

Citation

Tian, D., Hao, S., Mu, W., Shi, J. and Feng, J. (2022), "Chinese consumers' selection of wine purchasing channels: influence of demographic characteristics, perceived value factors, social factors and wine knowledge", British Food Journal, Vol. 124 No. 11, pp. 3522-3539. https://doi.org/10.1108/BFJ-07-2021-0789