Earticle

Due to China’s economic development and changes of consuming patterns, the desire to consumer wine in China has increased constantly and in this context, the imported wine amount has skyrocketed as well. The purpose of this study is to assume the determinants affecting the consuming amount and the determining process on Chinese people’s wine drinking by establishing the wine demand model of Chinese people because understanding Chinese consumers in China’s wine market is essential for the food service industry related to wine. The analysis result on the determinants of Chinese people’s consuming amount using Truncated Poisson model is considered to propose various wine developments and development measures while promoting effectively targeting wine consumers in China. Through that, it can be used to set up marketing strategy and select target markets by proposing development direction of China’s wine market.

This paper aims to propose a simple method for obtaining MLE for identity link Poisson regression models. In order to estimate parameters of the models, fully parameterized models are suggested. An iterative fitting algorithm is then proposed for estimating parameters of the models. Through suitable reparameterization of the parameters in the models, the estimates of parameters in identity link Poisson regression models can be obtained easily. Because the method does not consider the subsets of the parameter space, computational burden is less intensive than the other methods. An example and simulation results are given to evaluate the performance of the suggested method.