The number of Japanese sake breweries focusing on overseas markets is increasing, and the number of Japanese sake brands targeting China is also increasing. Labels are crucial for communicating information about the product and are a significant factor that can influence the product's popularity. This study aims to understand Chinese consumers' preferences towards labels on Japanese sake and to investigate the relationship between these preferences and their buying intentions. Using the semantic differential method, we have gauged the evaluation of Japanese sake packaging by Chinese consumers. The participants were asked to evaluate 10 different labels from Niigata Japanese sakes based on specific adjectives. Subsequently, factor analysis and regression analysis were conducted on the scores of each package and each adjective to ascertain the impact of label preference on purchase intentions. After this, the visual elements of the Japanese sake samples mentioned by the participants were analyzed. The six Japanese sake label was redesigned based on these insights, and the participants were asked to evaluate it again to verify the relationships established earlier. The study found that "stability," "easy facts," and "realism" positively influence Chinese consumers' buying decisions. "Strong Factors" positively impact the "practical significance," but "easy fact" does not significantly affect "realism." By thoroughly understanding these two factors, it becomes easier to design Japanese sake labels that resonate with Chinese consumers.

View full abstract