Conduct a literature review on the influence of extrinsic cues on wine purchase in Hong Kong focusing on areas such as brand recognition, critic’s grading, label/packaging design and pricingnThe research questions that this study seeks to answer are:nn•What is the relationship between the identified cues and the consumers’ wine purchasing behaviours (non-wine educated)?nn•Which consumer perceptions influence the purchase of wine the most?nnAims and Objectives nPrimary objectivenTo examine the perceptions of consumer wine purchase based on country of origin, brand recognition, label design, critic’s grading, and pricing.nnSpecific objectives nTo identify the perceptions of the consumers towards the purchase of wine.nTo establish the relationship between the identified influential factors and purchasing behaviour of wine consumers in Hong Kongn