What factors influence consumers selection of wine in chinese restaurants

What Factors Influence Consumer Selection of Wine in Chinese Restaurants

Chapter 1

Introduction

1 .1 Background of the Study

Confucius once said regarding Chinese Hospitality , How happy to have friends from far away . Indeed , based on this remark , one can see that friendship is regarded as a major ingredient of Chinese hospitality . And on the issue of making friends , Zhang Qian (2001 ) of the Shanghai Star explained that there are four ways by which Chinese people make friends giving a rich banquet , writing poems , undergoing suffering together and drinking

wine . Now , if drinking one is placed in parallel with banquet poems , and suffering , this must mean it carries a great value in terms of friendship and hence , on the area of hospitality . Wine consumption hence , carries with it hedonistic values and social significance . This has been fueled by greater zeal in improving the quality of live of the individual , causing wine consumption to rise in a number of countries (Dewald 2003

Today , China is the sixth largest wine-producing nation and its influence has reached the United Kingdom as well (Ray 2008 . For instance , one of the major wine-making companies in China which is also the largest and longest-established , the Changyu Company , has been exporting its wine to the UK . According to the famous Australian wine-makerLenz Moser and his partner in London , Iain Muggoch of Bibendum , these wines from China blended in the UK market very well

Now , according to the Department for Environment , Food and Rural Affairs (2007 , UK is among the smallest wine producers in the whole of Europe Despite this , UK is the largest in the world in terms of wine import . As a matter of fact , UK is considered the international trading center in wine . Because of this , the industry form the importers to the bottlers just continue to thrive . There are other great developments in the region . For instance , the Wine Industry Report published that Rioja was able to harness research of Wine Intelligence Vinitrac and translated it to sales (Wine Industry Report 2007 ) It 's neighbor , Germany , was also reported to have reached its highest wine consumption thus far (Wine Industry Report 2008 ) Researchers have been to make market efforts more effective such as that of Drummond and Rule (2005 . Even winemaking waste are studied as potential substance to prevent tooth decay (Harpers 2008

Because of these healthy signs , as far as market is concerned , it would just be wise to look at how , in concrete terms , does this affect UK and what better place to start than the Chinese restaurants in its capital city , London . This , therefore , aims to determine the factors affecting the consumer selection of wines in Chinese restaurants in London . By determining this , it is hoped that significant insights may be derived from this research which could help further the booming wine economy

1 .2 Scope and Limitations

The study give emphasis on leisure management as it determines the factors that influence consumer selection in Chinese restaurants . The study would...