The influence of extrinsic cues on wine purchase in Hong Kong

Hung, Steve K. (2021) The influence of extrinsic cues on wine purchase in Hong Kong. Doctoral thesis, University of Wales Trinity Saint David.

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The study reviewed the influence of extrinsic cues on the purchase behaviour of the customers in Hong Kong. The main objectives of the study were to establish the consumer perceptions towards wine buying and determine the link between the identified factors and wine buying behaviour among the customers within the Hong Kong market. The research adopted an experimental design, employing a mixed research approach method involving qualitative and quantitative methods. The sample size consisted of thirty respondents non-wine educated regular wine consumers. The study found that the Hong Kong market mostly consume the red, white, sweet and sparkling wine brands in the market. Some factors such as the occasion and the financial capabilities of the customers affect their purchase behaviour in the market, hence, customers’ preferences and choices are made depending on the contextual factors. The main factors that influence the wine purchase within the Hong Kong market include the brand recognition level in the market, design and labelling, critic scores by the customers and other rating institutions, country of origin and the pricing. Wine customers in Hong Kong are likely to buy wine brands based on appealing levels of the labels, fair pricing, country of origin and received recommendations from their trusted people. Price is the most influential factor in the wine purchase process within the Hong Kong market, because it influences the affordability level and willingness of the customers. The high quality and distinction of the wine products influence the ability and willingness of the customers to choose certain wine brands in the market. Some of the elements, such as critic scores, have a low impact on the customers’ general purchase process of the customers in the industry. Therefore, the wine customers in Hong Kong choose wine brands based on the perceived quality and distinction among the available varieties.

Item Type: Thesis (Doctoral)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Institutes and Academies > Institute of Management and Health
Depositing User: Lesley Cresswell
Date Deposited: 27 Jan 2022 08:41
Last Modified: 27 Jan 2022 08:41

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