Chinese consumers and European beer: Associations between attribute importance, socio-demographics, and consumption

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• 作者：Ou Wang^a ; ^b ; Xavier Gellynck^a ; Wim Verbeke^a ; ^{Wim.Verbeke@UGent.be}
• 关键词：Attributes ; China ; Consumer ; European beer ; Socio-demographics
• 刊名：Appetite
• 出版年：2017
• 出版时间：1 January 2017
• 年：2017
• 卷：108
• 期：Complete
• 页码：416-424
• 全文大小：420 K
• 卷排序：108

文摘

The demand for western alcoholic beverages in China has increased tremendously in recent years. However, there is still a lack of understanding with regard to the behaviour of Chinese consumers towards European beer, which is a common western alcoholic beverage. This study explores associations between beer attribute importance scores, socio-demographic factors, general beer consumption frequency and country associations of European beer, and the consumption of imported European beer in China. The data (n = 541) were collected in two Chinese cities: Shanghai and Xi'an. Results of ordered logistic regression analyses show that the consumption of imported European beer is positively associated with importance attached to the product attributes Origin, Brand, Colour and Texture, and it is negatively associated with importance attached to Price and Alcoholic content. Furthermore, male gender, living in Shanghai city, a good financial situation, frequent beer consumption and a high-level employment position have a significantly positive influence on European beer consumption in China. In addition, about two thirds of the study participants associate imported European beer with ‘Germany’.