Opinions on Wine in a New Consumer Country: A Comparative Study of Vietnam and France
2009
Do, Vinh-Bao | Patris, Bruno | Valentin, Dominique | Centre des Sciences du Goût (CSG) ; Etablissement National d'Enseignement Supérieur Agronomique de Dijon (ENESAD)-Institut National de la Recherche Agronomique (INRA)-Université de Bourgogne (UB)-Centre National de la Recherche Scientifique (CNRS)
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Show more [+] Less [-]English. Historically, wine was introduced in Vietnam by the French. Further to develop wine consumption in Vietnam, this paper examined the opinions and motivations for wine drinking in a group of Vietnamese consumers and potential consumers. Their concerns were compared with the opinions and motivations expressed by a group of participants from France, considered as a 'traditional' consumer country. Our results showed that in Vietnam wine-drinking motivations are characterised by utilitarian and symbolic aspects rather than experiential ones. Certain cultural characteristics of Vietnamese consumers are put forward to explain their motivations.
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