Study On Consumers’ Preference For Gifting Wine And Willingness To Pay

With the development of the economic level and the improvement of the economic structure,the living standard of the Chinese people has been continuously improved,and the consumption concept has also changed from meeting the needs of food and clothing to pursuing a more quality and luxurious life.As a kind of wine,red wine is more and more favored by consumers.First of all,people usually buy red wine for their own drinking or gifts,especially in the advocation of etiquette in China,to give red wine as a gift in daily communication activities is very common.Therefore,this thesis to gift wine consumption as the main object of study.Secondly,according to the United Nations trade data,domestic wine has lost nearly 50%of the domestic market share due to the constant squeezing of imported wine.Therefore,this thesis will focus on the analysis of Chinese consumers’ preference for the origin of red wine and the driving factors,by looking for the reasons behind the difference of consumers’preference for domestic wine and imported wine,in order to promote domestic wine,optimize the regulation of the wine market and form a wine market with Chinese characteristics.In view of this,based on the theory of consumer behavior,the choice experiment method,and the results of questionnaire data,the ordered Logit model and the mixed Logit model are respectively used in this thesis to study consumers’ preference,willingness to pay and driving factors for the origin attributes of gifting red wine.First,the ordered Logit model was used to analyze the influencing factors of the consumption frequency of imported gifting wine by consumers,and the marginal effect model was used to analyze the change degree of each influencing factor in different consumption frequency groups.Secondly,the mixed Logit model is used to analyze consumers’ preference for the origin attributes of gifting wine and calculate the willingness to pay for the relevant attributes.This thesis also considers the heterogeneity of consumers,respectively from the consumer’s personal characteristics,purchase channels,consumption motivation and other aspects of the verification.Finally,according to the empirical results,the main conclusions are drawn,and feasible suggestions are put forward from the three perspectives of the government,manufacturers and consumers.The main conclusions are as follows:(1)Firstly,gender,work,marital status,education level,income level and imported food consumption of consumers affect their purchasing behavior of imported gifting wine.Secondly,there are significant differences in consumers’purchase behaviors of gifting wine from different channels.Thirdly,consumers’ purchasing behavior of imported gifting wine is affected by the motivation of face,safety and price.(2)Firstly,compared with domestic wine,consumers prefer to buy imported gifting wine and are willing to pay a premium for imported gifting wine.Secondly,income,education background,marriage,consumption of imported food and overseas travel experience affect consumers’preference for the country of origin of gifting red wine.Consumers’ preference for the country of origin of red gifting wine from different channels is different.Thirdly,motivation of face,friends’recommendations,taste motivation,environment and cost performance affect consumers’ preference for the country of origin of gifting red wine.Based on the above conclusions,this thesis puts forward the following policy suggestions from the perspectives of government,manufacturers and consumers.(1)The government should further strengthen the construction of red wine quality standard system,improve the standards for red wine products to enter the market,increase consumers’ recognition of the quality and safety of domestic red wine,and eliminate the "worries" in consumers’ minds.(2)Domestic manufacturers should enrich the diversity of red wine products,increase research and development efforts,improve the level of production technology,maintain the transparency of production process,increase consumers’ familiarity with product production safety,enhance consumers’ trust in domestic manufacturers.(3)Consumers should make full use of information to proactively understand the knowledge of the wine industry,increase their appreciation of wine,develop rational thinking ability,and make rational consumption behavior.For perceptual consumers,when choosing gifting wine,they should choose origin,taste and other wine properties according to the actual demand,and avoid choosing inappropriate gifting wine because of face,conformity and comparison psychology.