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Wei Yao


Contact Staff

  • Title: Mr
  • Position: PhD Student - Department of Marketing and Management

Student information

  • Principal supervisor: Dr Christoph Baumann
  • Associate supervisor: Dr Lay Peng Tan
  • Thesis title: Consumers' Wine Selection and the Influence of Confucianism
  • Abstract: We model factors affecting wine category choice for premium, household and discount brands/labels. Choice factors for Chinese and Korean consumers are probed for effect of traditional. Confucian values and contrasted to Western/Caucasian consumer behaviour. Three purchase motivation scenarios presented to 600 consumers test for their wine category choice for self/family-consumption, social entertainment and gift giving. A quasi-experiment exposes respondents to store-like presentations of actual real life wines. Separate models are developed for Australian and French wines through backward deletion regression analyses arriving at most parsimonious models. Value for money, image, satisfaction and country of origin are tested for category choice.