Riassunto analitico
The Thesis describes an accurate analysis of the Chinese consumer behaviour and its evolution during the last years. In order to better understand the context, an analysis of the Chinese wine market was conducted, assessing China is very attractive for Western wine companies. The reasons are mainly due to its huge population of 1,379 billion and its growing middle class, who is changing habits approaching the Western culture. Consequently, forty exports managers from different Countries were interviewed during one of the most important wine trade show in Mainland China, to have a clear vision of what the experts think about Chinese consumer behaviour. Finally, Chinese consumers and Western consumers were invited to fill in the same survey. Starting from the informations collected, recommendations, best-practices and solutions are given to Western companies that want either to enter or to gain market share in this promising market.
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Abstract
The Thesis describes an accurate analysis of the Chinese consumer behaviour and its evolution during the last years. In order to better understand the context, an analysis of the Chinese wine market was conducted, assessing China is very attractive for Western wine companies. The reasons are mainly due to its huge population of 1,379 billion and its growing middle class, who is changing habits approaching the Western culture. Consequently, forty exports managers from different Countries were interviewed during one of the most important wine trade show in Mainland China, to have a clear vision of what the experts think about Chinese consumer behaviour. Finally, Chinese consumers and Western consumers were invited to fill in the same survey. Starting from the informations collected, recommendations, best-practices and solutions are given to Western companies that want either to enter or to gain market share in this promising market.
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