Regional difference analyzing and prediction model building for Chinese wine consumers’ sensory preference

Abstract

Purpose The purpose of this paper is to provide further insight into Chinese wine consumers’ preference, grasp the regional sensory preference differences of China and build up a predictive model for wine consumers’ sensory preferences. Design/methodology/approach The study involved 3,421 Chinese wine consumers in the survey. Classified statistics were conducted to excavate regional differences of wine consumers’ sensory preferences. By analyzing influencing factors, prediction models for consumers’ sensory attribute preferences were constructed on the basis of multivariate disorder logistic regression method. Findings Empirical research showed that the wine with the following sensory attributes was the most preferred by Chinese consumers: dry red, refreshing and soft taste, still type, moderate aroma degree and mellow aroma, and sweet wine was also popular. Consumers’ preference varied from region to region. The proposed predicting method of the study realized more than 70 percent accuracy when conducting prediction for color, sweetness, aroma type and flavor preferences. Social implications By shedding light on the latest sensory attribute preferences of Chinese wine consumers, this study will help wine industry participants conduct market segmentation based on the diversification of consumers’ preferences. The wine enterprises can gain guidance from the results to conduct market positioning, adjust strategies and provide specific production for target wine consumers. Originality/value Based on the actual situation of Chinese wine market, this study defines sensory attribute indexes of wine from the perspective of wine consumers and presents the most recent comprehensive research on the sensory preferences of Chinese wine consumers through a nationwide survey.