An Investigation of Wine Consumption in Beijing
In Beijing, the Capital of China, People regard tea as their daily drink. They drink wine in business ceremony and famliy party. Only 10% of liquor consumers drink wine every day.
An Analysis of Wine Consumption Behavior
Based on an analysis of social stratum, wine consumers are:
Primary consumers ( at the experimental period, choosing low end product, in low-paid jobs );
Middle-level consumers ( the main body of wine consumption, frequent buyers, with middle and high earning );
Up-level consumers ( professional level with high ability to pay)
Based on an anlysis of consumption frequency, wine consumers are:
High frequency consumers: the main body of wine consumption, they regard wine as their primary choise of drinks.
Occasional consumers: prospective consumers who lingering around the market from wine to liquor , to beer and to other drinks.
Refusal-oriental consumers: they reject wine difinitly because of cultural and traditional reasons and lacking of wine knowledge.
An Analysis of Wine Consumption in Beijing
Wine consumers of Beijing is mainly at the age of 20 to 50 among which people at the age of 20-40 have a special hobby to wine. Because of the influence of foreign culture and health education, the young consumers of China prefer low-alcohol wine to high-alcohol liquor.
The main consumption places include large supermarket, bars and liquor shop.
The average month income of wine consumer of Beijing is RMB5000-7999 yuan and RMB 3000-4999yuan. The frenquency of wine drinking in Beijing is low,50% of people drink wine once a month.
People buy wine as gifts, for daily drinking and bar drinking, etc,among which gifts constitutes the majority.
Consumer of Beijing mainly buy domestic famous brands and European famous brands follows.
The main reasons of Beijing people consume wine are : firstly, they believe drinking wine is good for their health; secondly, wine represents elegence, fashion and romance; thirdly, wine has lower alcohol than liquor. The price range of wine consumption in Beijing is RMB50-200yuan and among which 50-100yuan accounts the majority. This shows price of wine consumption in Beijing is is still at a low-level.