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Opinions on Wine in a New Consumer Country: A Comparative Study of Vietnam and France

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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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Keywords: France; Vietnam; motivations; opinions; wine

Document Type: Research Article

Affiliations: Centre Europeen des Sciences du Gout, UMR 5170 CNRS-INRA-UB, Universite de Bourgogne, Dijon, France

Publication date: November 1, 2009

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