Feng Jianying

Chinese consumers’ behavior and preference to table grapes

Purpose – The purpose of this paper is to analyze and identify Chinese consumers’ behavior and preference characters toward table grapes, especially to explore the variance of consumption preference in recent five years. Design/methodology/approach – Two representative China-wide questionnaire surveys were conducted by face-to-face and online questionnaire survey, respectively, in 2009 and 2014. Comparative study was adopted to dig the changes of consumers’ preferences and habits. ANOVA was adopted to explore the statistically difference among consumers’ behavior and preferences. Findings – The results indicate that Chinese consumers are rational-motivation-driven grape consumers, they prefer to sweet taste, seedless and medium priced grapes. Safety and quality characters (clean appearance, freshness and taste) were ranked as the most important grape attributes. As a whole, it was found that consumers are more quality-focussed and safety-conscious five years later, so some variances was showed in their pu...