COGNAC consumption: A comparative study on American and Chinese consumers
Being a French traditional prestigious spirit, cognac has a strong export orientation, with a majority of the product being consumed internationally. The United States is the largest market in volume and China the largest in value. This paper aims to study consumer behaviors of the two countries in...
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| Format: | Article |
| Language: | English |
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Firenze University Press
2018-06-01
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| Series: | Wine Economics and Policy |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S2212977418300012 |
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| _version_ | 1850059272166047744 |
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| author | Lingfang Song Yujie Wei Blaise J. Bergiel |
| author_facet | Lingfang Song Yujie Wei Blaise J. Bergiel |
| author_sort | Lingfang Song |
| collection | DOAJ |
| description | Being a French traditional prestigious spirit, cognac has a strong export orientation, with a majority of the product being consumed internationally. The United States is the largest market in volume and China the largest in value. This paper aims to study consumer behaviors of the two countries in terms of their preferences, motivations, and consumption patterns towards cognac. By studying 248 valid responses from the United States and 256 valid responses from China, our study reveals significant differences between the two groups. The study allows a better understanding of the markets. It provides useful insights in the development of market potentials, designing marketing communications, and adaptation of product features relating to cognac. It may also stimulate reflections for wine and other spirit companies for their business in the two markets. Keywords: Cognac, Consumer behaviors, Marketing |
| format | Article |
| id | doaj-art-e3cba2daf54f4cfa8949c278be516093 |
| institution | DOAJ |
| issn | 2212-9774 |
| language | English |
| publishDate | 2018-06-01 |
| publisher | Firenze University Press |
| record_format | Article |
| series | Wine Economics and Policy |
| spelling | doaj-art-e3cba2daf54f4cfa8949c278be5160932025-08-20T02:50:56ZengFirenze University PressWine Economics and Policy2212-97742018-06-0171243410.1016/j.wep.2018.01.001COGNAC consumption: A comparative study on American and Chinese consumersLingfang Song0Yujie Wei1Blaise J. Bergiel2Department of Strategies & Markets, ESSCA School of Management, Angers, France; Corresponding author.Department of Marketing & Real Estate, University of West Georgia, Carrollton, GA, USADepartment of Marketing & Real Estate, University of West Georgia, Carrollton, GA, USABeing a French traditional prestigious spirit, cognac has a strong export orientation, with a majority of the product being consumed internationally. The United States is the largest market in volume and China the largest in value. This paper aims to study consumer behaviors of the two countries in terms of their preferences, motivations, and consumption patterns towards cognac. By studying 248 valid responses from the United States and 256 valid responses from China, our study reveals significant differences between the two groups. The study allows a better understanding of the markets. It provides useful insights in the development of market potentials, designing marketing communications, and adaptation of product features relating to cognac. It may also stimulate reflections for wine and other spirit companies for their business in the two markets. Keywords: Cognac, Consumer behaviors, Marketinghttp://www.sciencedirect.com/science/article/pii/S2212977418300012 |
| spellingShingle | Lingfang Song Yujie Wei Blaise J. Bergiel COGNAC consumption: A comparative study on American and Chinese consumers Wine Economics and Policy |
| title | COGNAC consumption: A comparative study on American and Chinese consumers |
| title_full | COGNAC consumption: A comparative study on American and Chinese consumers |
| title_fullStr | COGNAC consumption: A comparative study on American and Chinese consumers |
| title_full_unstemmed | COGNAC consumption: A comparative study on American and Chinese consumers |
| title_short | COGNAC consumption: A comparative study on American and Chinese consumers |
| title_sort | cognac consumption a comparative study on american and chinese consumers |
| url | http://www.sciencedirect.com/science/article/pii/S2212977418300012 |
| work_keys_str_mv | AT lingfangsong cognacconsumptionacomparativestudyonamericanandchineseconsumers AT yujiewei cognacconsumptionacomparativestudyonamericanandchineseconsumers AT blaisejbergiel cognacconsumptionacomparativestudyonamericanandchineseconsumers |