Regional difference analyzing and prediction model building for Chinese wine consumers’ sensory preference
ISSN: 0007-070X
Article publication date: 24 October 2019
Issue publication date: 23 June 2020
Abstract
Purpose
The purpose of this paper is to provide further insight into Chinese wine consumers’ preference, grasp the regional sensory preference differences of China and build up a predictive model for wine consumers’ sensory preferences.
Design/methodology/approach
The study involved 3,421 Chinese wine consumers in the survey. Classified statistics were conducted to excavate regional differences of wine consumers’ sensory preferences. By analyzing influencing factors, prediction models for consumers’ sensory attribute preferences were constructed on the basis of multivariate disorder logistic regression method.
Findings
Empirical research showed that the wine with the following sensory attributes was the most preferred by Chinese consumers: dry red, refreshing and soft taste, still type, moderate aroma degree and mellow aroma, and sweet wine was also popular. Consumers’ preference varied from region to region. The proposed predicting method of the study realized more than 70 percent accuracy when conducting prediction for color, sweetness, aroma type and flavor preferences.
Social implications
By shedding light on the latest sensory attribute preferences of Chinese wine consumers, this study will help wine industry participants conduct market segmentation based on the diversification of consumers’ preferences. The wine enterprises can gain guidance from the results to conduct market positioning, adjust strategies and provide specific production for target wine consumers.
Originality/value
Based on the actual situation of Chinese wine market, this study defines sensory attribute indexes of wine from the perspective of wine consumers and presents the most recent comprehensive research on the sensory preferences of Chinese wine consumers through a nationwide survey.
Keywords
Acknowledgements
This study was supported by the Chinese Agricultural Research System (CARS-29) and the open funds of the Key Laboratory of Viticulture and Enology, Ministry of Agriculture, PR China.
Citation
Chu, X., Li, Y., Xie, Y., Tian, D. and Mu, W. (2020), "Regional difference analyzing and prediction model building for Chinese wine consumers’ sensory preference", British Food Journal, Vol. 122 No. 8, pp. 2587-2602. https://doi.org/10.1108/BFJ-06-2019-0465
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited