PurposeThe purpose of this paper is to determine consumer characteristics, buying behaviour, and the factors that influence the Chinese wine consumer.Design/methodology/approachThe study applies qualitative and quantitative methodology, together with a literature review and a strategic environmental scan of the Chinese wine market and consumer behavior.FindingsConsumer education, wine‐related activities, channels of communication, taste, country of origin, quality, and price rank are found to be important factors influencing the buying and consumption behavior of Chinese consumers.Research limitations/implicationsResults suggest that there is a need for stakeholders to develop and implement informational and educational marketing strategies to educate and inform consumers in ways that reflect their needs and expectations according to demographic characteristics.Practical implicationsThe challenge for the stakeholders will be to: penetrate this emerging market to establish presence and capture market share; strive for long‐term growth and profit sustainability; create competitive advantage through core competencies; promote and sell quality products applying the principles of yield management “to charge the right price, to the ideal consumer, at the right time, in the right place”; and build brand loyalty.Social implicationsThe paper offers useful findings for stakeholders in the wine supply chain. Special attention should be given to the alcoholic beverage retailer and hospitality operators for whom wine revenue is the core of aggregate beverage revenue.Originality/valueThe paper contributes to the body of knowledge of consumer behavior in relation to wine consumption in an emerging market. The results benefit players in the wine supply chain; especially retail and hospitality operations.

Purpose The purpose of this paper is to identify the wine consumption preferences and behavior of Gen Z wine consumers in the USA and to determine if and how Gen Z differ from other major generational cohorts in the USA. This study applies the concepts of generational cohort theory to the US wine market to examine similarities and differences between age cohorts and their potential impact on future wine sales. Design/methodology/approach A quantitative survey was conducted with a quota sample of 1,136 US wine consumers located in all 50 states. Data analysis included one-way ANOVA analysis to test the null hypothesis that the generational cohort means are equal. If the test detected at least one mean difference across cohorts, then pairwise comparisons were performed to identify, which groups differed. The Tukey–Kramer method was used for all post hoc tests. Basic descriptive statistics were also calculated. Findings The results show some parallels in terms of similar consumption levels and a higher preference for red wine across all cohorts. However, on the majority of other common wine consumer research topics, Gen Z shows significant differences. Of specific interest, Gen Z consumers report higher levels of preference for sparkling wine than other cohorts; prefers to drink in social situations; are much more interested in labels and package; make decisions based on varietal and alcohol level and are much more engaged on Instagram and Snapchat social media platforms – all pointed to new marketing tactics needed to reach this new consumer segment. Originality/value This is the first empirical wine research study to explore the wine preferences and behaviors of Gen Z in the US market. This is valuable because Gen Z is a very large population of consumers, comprising 32% of the world population (Miller and Wei, 2018) and already represent more than $143bn in buying power (Dill, 2015). They are expected to have a huge impact on consumer products, not only in the USA but also on a global basis. Given that the USA is currently the largest wine market in the world in both volume and value (Wine Institute, 2019; VinExpo, 2018), it is important that research is conducted on this new and powerful generation.

This study examines the success factors for independent restaurant operators in the San Francisco Bay Area. Through interviews and questionnaires, the cases of nine successful restaurants and nine failed restaurants were studied from 2003 to 2007. The findings reinforce past studies by emphasizing the internal factors, such as overconfidence and emotional unfitness, that led to failure. Augmenting an earlier model, this study seeks to help future entrepreneurs and those who invest in restaurants.

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Purpose – The purpose of this paper is to investigate whether some motives for the choice of an accounting career, disproportionately stronger among women than among men, explain disproportionately more women (60 percent) than men (40 percent) in the accounting profession. Design/methodology/approach – The ordered probit model is used to analyze online survey data of approximately 580 responses collected from members of the American Institute of Certified Public Accountants. Findings – This study finds three reasons why more women (than men) enter the accounting profession: locational freedom, social status, and income stability. Women who choose accounting as a career value these three offered by accounting more than do men who choose accounting as a career. These findings represent mainly those of older CPAs (who are older than 50). The finding related to social status is reversed in the case of younger CPAs. Research limitations/implications – The paper's findings may be limited to some extent because the authors investigate only three motives for the choice of an accounting career. Also, the online survey data may not be generalized to the entire CPA population. Originality/value – The hypothesis that relates motives for the choice of an accounting career to more women in the accounting profession is carefully derived using Bayes’ theorem. This hypothesis is tested by the ordered probit method.