Exploring the Preferences of Young Consumers in Ningbo for Wines From Central and Eastern European Countries

Purpose This study explores the wine purchasing preferences of young consumers in Ningbo, China, with a focus on wines from Central and Eastern European Countries (CEEC). It aims to understand how product attributes and consumer exposure to events such as the China‐CEEC Expo affect purchase behavior. Design/Methodology/Approach A conjoint analysis was conducted based on six wine attributes: sweetness, color, alcohol content, flavor, packaging, and price. Data were collected via snowball sampling, resulting in 511 valid responses from consumers aged 18–28. The study also compared preferences between general respondents and China‐CEEC Expo attendees. Findings Young consumers in Ningbo favor semisweet red wines with medium alcohol levels and fruity or oak flavors. While glass bottles are still popular, bag‐in‐box and Tetra packaging formats are also well accepted. Expo attendees show greater sensitivity to price and packaging. Segment analysis reveals that core consumers value wine color, while super core and marginal consumers prioritize packaging. Originality/Value This research fills a gap in the literature by focusing on a niche market—young urban consumers in China—and their preferences for wines from a specific region (CEEC). It also demonstrates how government‐led initiatives and exposure to promotional events can shape consumer preferences. The use of conjoint analysis in this context offers valuable methodological and practical contributions to the field of wine marketing, especially for promoting CEEC products in emerging markets like China.