Understanding Chinese Luxury Consumption Behaviour Within the Field of Wine: Company case study of Rare Wine
Author
Møller, Nicklas Asp
Term
4. term
Publication year
2019
Submitted on
2019-05-15
Pages
66
Abstract
Denne afhandling undersøger kinesisk luksusforbrugeradfærd inden for vin med fokus på motivationsfaktorer, præferencer og den individuelle selvopfattelse, set gennem en casestudie af den danske vinhandler Rare Wine og virksomhedens ønskede positionering på det kinesiske marked. Undersøgelsen er kvalitativ og bygger på to ekspertinterviews samt et spørgeskema med ti kinesiske vinforbrugere, suppleret af sekundær litteratur. Teorierne fra Thorstein Veblen (bl.a. iøjnefaldende forbrug og pecuniær emulation) og Pierre Bourdieu (statusforbrug) anvendes som analytiske rammer. Analysen placerer udviklingen i konteksten af Kinas økonomiske vækst og et vinmarked, der fortsat betragtes som fremvoksende. Fundene indikerer, at individuel selvopfattelse, social status i forskellige felter og synliggørelse af økonomisk kapital—med mindre vægt på kulturel kapital—er centrale drivkræfter bag kinesiske luksusforbrugeres køb af vin.
This thesis examines Chinese luxury consumption behavior in the wine category, focusing on motivational factors, preferences, and individual self-concept through a company case study of Danish wine merchant Rare Wine and its intended positioning in the Chinese market. The qualitative design combines two expert interviews and a questionnaire with ten Chinese wine consumers, supported by secondary sources. The analysis applies Thorstein Veblen’s framework (including conspicuous consumption and pecuniary emulation) and Pierre Bourdieu’s status consumption theory. Situated within China’s broader economic growth and an still-emerging wine market, the findings indicate that individual self-concept, social status within relevant fields, and the display of economic capital—with comparatively limited emphasis on cultural capital—are key drivers of luxury wine purchasing among Chinese consumers.
[This summary has been generated with the help of AI directly from the project (PDF)]
Keywords
Documents