Creating opportunity for Australian ‘fine’ wine in China
Expanding and strengthening memory structures through sophisticated mass-marketing has the potential to grow the volume of Australian wine sold in China, but the messages and approach must be based on understanding category entry points, purchase behaviour and media consumption. There is limited detailed knowledge of who bought what, where and when in the Chinese market and while the Australian category has a positive image in China, it is not clear how current wine drinkers (estimated at around 40 million) versus the potential (900 million with the income to buy imported goods) view ‘fine’ wine in a Chinese context.
This project seeks to understand Chinese customer purchasing and consumption behaviour as it relates to Australian "fine wine".
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