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.

Wine recommendation algorithm based on partitioning and stacking integration strategy for Chinese wine consumers

“…The literature (Chu et al, 2020) uses a predicting method based on multivariate disorder logistic and shows that this method is only suitable for predicting colour, sweetness, aroma type and taste preference with an accuracy of between 70 and 75%, whereas the wine recommendation algorithm proposed in this study achieved an accuracy of over 79% for these attributes, which is better than the method proposed in the literature.…”

“…For example, by using a simple best-worst method, Stanco et al (2020) concluded that traditional attributes such as 'geographical indications' and 'grape variety, ' influence consumer purchase behaviour more than untraditional attributes such as 'alcohol-free wine' and 'vegan wine. ' Chu et al (2020) built a predictive model for Chinese wine consumers' sensory preferences based on multivariate disorder logistic regression method. On the other hand, using simple logistic regression algorithm is one-sided in analysing the influence of consumers' personal characteristics on wine selection.…”

Multisensory analysis and wine marketing: systematic review and perspectives

“…Results highlight that wine with a red-brick color, complex smell and aggressive mouthfeel consistent with those from cooler regions was less liked by the panel than a warm climate goldawarded wine Wang and Spence (2018) Focus on the extrinsic surface texture of wine and its influence on consumer perception Findings show that surface texture (in this case velvet vs sandpaper) affects in-mouth flavor experience as well as orthonasal olfactory evaluations. It is evident the crossmodal effect between touch and smell Wang and Spence (2019) Focus on experts and the influence of wine color on aroma and flavor A total of 168 participants tasted three kinds of wine: white, ros e and a dyed fake ros e. In terms of aroma and flavor, the dyed fake ros e was similar to ros e wine, fruit descriptors were used to describe ros e and fake ros e. Mimicking the color of a ros e wine can influence the perceived aroma and flavor of a white wine Chu et al (2019) Focus on sensorial preferences of Chinese wine consumers Totally, 3,421 Chinese wine consumers were involved in a survey which showed that they preferred these attributes for wine: dry red, refreshing and soft taste, still type, moderate aroma degree and mellow aroma (continued ) It is evident that the most represented sense is sight, probably because visual cues are very powerful and immediate, and furthermore, have a deep emotional response (Hulten, 2013) (see Figure 2).…”

“…Wine odours, furthermore, are influenced by glass shape (Hummel et al, 2003) As confirmed by Spence ( 2019) crossmodal research exploded during the last years and WINE MARKETERS pay more and more attention to SENSORY MARKETING. Multisensory influence on wine is also fundamental to study international wine marketing strategies (e.g., Chu et al, 2019 focused on Chinese consumers showing their sensory preferences about wine: dry, red and with a refreshing and soft taste).…”

“…Fundamentally, new research could be focused on the impact of the material of the wine container (with a specific focus on unusual materials) in order to better Coste et al (2018) Emotional responses described in their work should be further explored to understand consumer behavior towards the effect of technological options such as sugar addition, carbonation or increase fruity/flowery flavors and helping winemakers to fine tune wine sensory features Hsu and Chen (2019) Including effects such as types of music (classic, pop and rock music), volumes, and tempo to wine and music research to provide findings more generalizable Wang and Spence (2018) Applying their results to more integrated contexts, e.g. varying surface textures to the stem of a wine glass; altering the consumer experience by changing the surface feel of cans and bottles/replacing all of one's stemware Chu et al (2019) Enlarging future works to time dimension, collecting multi-year data continuously and conducting longitudinal comparative analysis Spence (2019) Inspirations from other alcoholic drinks studies: ideas/interventions that can be adapted for the world of wine Lick et al (2017) In a follow-up study, customer could be asked to rate how different aromas matched different label colors, similar to their study. Then the same subjects could be asked to taste the wine and rate the perceived aromas.…”