For Chinese consumers its seems seeing is believing and new research shows that they have a much more positive view of Australian wine and seafood when they get the chance to try it on our sunny shores.
Latest research conducted by the Ehrenberg-Bass Institute for Marketing Science at the University of South Australia, in collaboration with the Australian Seafood Cooperative Research Centre (ASCRC) shows that Chinese consumers who have visited Australia show a significantly higher number of positive product associations for - and have more positive product evaluations of - Australian wine and seafood on returning home compared to Chinese consumers who have not visited.
This positive association flows through to other products and provides an impetus for tourism operators, educational institutions, agricultural producers and government to increase cooperation to harness this opportunity.
"Strategically, we need to stop considering these key industries and their relationship with China as discrete entities: the key is a united China strategy across all sectors," explains Dr Jasha Bowe, research associate at the Ehrenberg-Bass Institute.
"Strong evidence from data-driven research over many years tells us that the key to marketing effectiveness and consumer recall is improving a product or place's physical and mental availability, for example through improved global distribution and devices such as 'Brand South Australia' respectively," Dr Bowe says.
Mark Crowe, CEO of the Australian Marketing Institute says Chinese students, like tourists, are consumers that Australian producers should be targeting because they are open to the qualities of Australian products.
"We need to be more proactive in targeting these groups upon their return to China with recognisable and differentiated products," Crowe says.
For a free copy of the thought leadership paper, go to www.ami.org.au/ChasingtheDragon <https://promo-manager.server-secure.com/ch/1508/rd9t15/666792/f0f607rdg.html> . Direct download at http://bit.ly/1gHClPW <https://promo-manager.server-secure.com/ch/1508/rd9t15/666850/f0f6015zrf.html> .
Chinese consumers' positive associations with Australian wine<https://promo-manager.server-secure.com/download/files/01508/282353/Chasing%20Dragon%20graph%20press%20release.jpg>
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