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