Linie Aquavit : taste that really travels

Abstract

This thesis presents the findings from a mainly descriptive research study about Chinese students‟ attitude towards alcohol and food. The research has been conducted on behalf of Arcus AS, from here on referred to as Arcus, concerning their long term goal of launching their product Linie Aquavit on the Chinese mainland market. In order to do this, Arcus needs to know more about their future target consumer segment in the Chinese market. Together, Arcus and the authors decided to do a research study concerning Chinese students‟ attitudes including thoughts, preferences and behavior concerning alcohol in general and alcohol and food specifically. Some explorative research was also done to examine Chinese students‟ attitude towards Linie Aquavit