“…And the content of this data set includes three parts: the factors that affect consumers' decision-makings (brand, vintage, producing area, package, price, sale promotion, recommendations from relatives and friends, advertisements, public praise (positive reviews) and function), behavioral elements (consumption recency, consumption frequency, consumption quantity and consumption price) and the social demographic characteristics (gender, age, marital status, career, per capita disposable monthly income and level of education). Where, these ten purchasing decision factors are the same as mentioned in other wine-related literature such as (Jaeger et al, 2009;Mehta and Bhanja, 2018), and these social demographic characteristics are reported by (Goncalves et al, 2020;Sharma et al, 2020;Li et al, 2022;and Shi et al, 2022). After removing the samples with null values and same decision-making factors, 2,384 consumers are retained for further analysis, accounting for 78.6% of the total samples.…”