Store image perception of retail outlets for wine in China

This chapter analyses and compares the image of major brick-and-mortar and online wine retailers in China. The sample consisted of middle- to high-income Chinese wine consumers, who purchase imported wine at least twice in the previous year. Over 1,000 consumers from five major cities evaluated a selected number of major retailers and wine websites on a range of retailer image characteristics. The results reveal that major grocery/wine retailers are similar with some perceived differences in customer service and wines carried. Local retailers have higher levels of perceived service. The websites differ more, especially on private labels and security, and overall are hard to navigate and hard to find the prices. Retailers can use these perceptions to improve or change image in comparison to key competitors. Wine producers and distributors can understand how consumers perceive different brands of retail stores and use this in deciding on merchandising and promotion strategies.