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China Export and Import Advantages

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Submitted By mia0623
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INTRODUCTION

China’s emerging wine market presents an important industry segment for Australia’s wine industry to target. The growth in Chinese consumption of wine in sales volume is influenced by improved standards of living. The growth of consumption has increased the number of imported wines in the Chinese market, making China a lucrative market for Australian to enter. Both countries’ consumer behavior is important to understand as by exploring the way consumers think and the physical actions that result from these feelings, the crucial reasons behind how they spend their money can be established.

This report examines the differences in consumer behavior of Chinese and Australia wine consumers. The purpose of the report is to strategically analyze the effects of consumer behavior theories, market segmenting, targeting, positioning and Maslow’s Hierarchy of Needs in order to provide recommendations for further opportunities for Australian exporters.

PART 1: THEORIES

1. SEGMENTATION, TARGETING AND POSITIONING

Market segmentation, targeting and positioning are part of key elements of marketing most consumer goods. Through consumer research, marketers of brands uncover specific market segments with distinct needs (Schiffman et al, 2011). Then the marketers develop products and devise strategies to price, promote and distribute them.

Key issues relating to segmentation in order for a successful target. Need to be identifiable, sizeable, stable, Accessible, congruent with company objectives and resources

Australian Market Segmenting and Positioning

In Australia, the wine industry covers a very broad demographic of consumers from working class to the very wealthy upper class. Consumers are also of varying age groups with the most prominent group of wine drinkers being 45-55 year olds, although large percentages of people both below and

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