Is mianzi the only face of Chinese consumers of wine? A typology of Chinese consumers of imported wine

Josselin Masson, Carlos Raúl Sánchez Sánchez and Franck Celhay

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.
Masson, S�nchez S�nchez and Celhay

Introduction

The Chinese market has high growth potential for many products, including wine (Liu & Murphy 2007; Jenster & Cheng 2008; Lee 2009; Lee et al. 2009; Thorpe 2009; Yu et al. 2009; Somogyi et al. 2011; Liu et al. 2014). With a population of 1.37 billion and an ever-expanding middle class, China has become very attractive to winemakers (Jenster & Cheng 2008; Camillo 2012; Liu et al. 2014; Zeng & Szolnoki 2014; Anderson & Wittwer 2015), particularly those from the oldest wine-producing countries (Muhammad et al. 2014; Capitelloet al....

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