WINE PERCEPTION IN VIETNAM: Comparison versus France · 2018. 7. 16. · WINE PERCEPTION IN...

WINE PERCEPTION IN VIETNAM:WINE PERCEPTION IN VIETNAM:Comparison versus FranceComparison versus France

DO Vinh Bao*,Bruno PATRIS*,Dominique VALENTIN*,Tu HA DUYEN**

*UMR 5170-CESG- CNRS- INRA- Centre Européen des Sciences du GoûtUMR 5170-CESG- CNRS- INRA- Centre Européen des Sciences du Goût,Université de Bourgogne, 15 rue H. Picardet. 21000 Dijon, France.

**Hanoi University of Techonology 1 Dai Co Viet Hanoi Vietnam**Hanoi University of Techonology. 1, Dai Co Viet, Hanoi, Vietnam

Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008

PLAN OF PRESENTATIONPLAN OF PRESENTATION

I. Wine in the world

II. Wine in Asia

III. Wine in Vietnam, comparaison versus France


VIETNAM

FRANCE

India

China Japan

India

PACIFIC OCEAN

VIETNAM

PACIFIC OCEAN ATLANTIC

OCEAN INDIAN OCEAN


Wine making in the world


Géo hors série 9/2007

Asie 13 551

Oceanie 15 595

Afrique 10 803 MAKING WINE (HL)

Amerique 49 110

13 551

Europe 194 999Asie

Afrique6 242

Oceanie 5 453s e

17 203

Amerique 49 507

6 242 5 53CONSUMING WINE (HL)

E 162 103


Source: OIV 2006

Europe 162 103

GREAT CONSUMER COUNTRIES AND GREAT PRODUCER COUNTRIES

Consumption- Production (milions hl/year)

60

ConsumptionProduction

50

30

40

20

30

0

10

0

France

Italy

USA

German

y

Spain

China

GB

Argenti

na

Russia

Roumania

Portug

al

Austra

liaSou

th Afric

a

Chili


Source: OIV 2006

IN 2005


www.vitisphere.com, 30/1/2006

IN ASIAIN ASIA

- China- Japan- ThailandThailand- Myanmar

d VIETNAM…and….VIETNAM


CHINACHINA


Thailand

near Bangkok (source: internet)


Myanmar


Asian Food Wine MatchingAsian Food Wine Matching


JAPAN Tokyo, 15 november, 2007 (Reuters)


JAPANJAPANTokyo (Reuters)


WINE, NEW TREND IN VIETNAMNo wine tradition, little production since the 1980’s

New trend toward the consumption of imported wine in urban zones

Consumption of wine rises annually 7-10%Wine replaces in part beer and spiritsConsumption of wine rises annually 7 10%

Drinking imported wine is perceived as fashionable and ti i th d i ki bmore prestigious than drinking beer

70% of wine consumed is red


70% of wine consumed is red

How do Vietnamese perceive and think about wine?Do they differ from people from a wine-tradition

country?

OpinionsE t ti

y

ExpectationsBeliefs, norms,

b li lsymbolic values…

behaviors, practice(consumption purchase )(consumption, purchase…)


To explore everyday thinking patterns related to wine in Vietnamese and French culture

METHODOLOGY

Vietnamese and French culture

METHODOLOGY

FOCUS GROUPFOCUS GROUP(Group Interviews)

ItemsThemes

QUESTIONNAIRE


FOCUS GROUP

6 focus groups in each country

ParticipantsParticipants20 Connoisseurs 20 Consumers 20 Non- consumers

QuestionsWhen I say «wine» what comes spontaneously to your mind?When I say «wine», what comes spontaneously to your mind?What do you think of or expect from wine?What do you do with wine?


y

FOCUS GROUP ANALYSIS

1. STEP 1: EXTRACT ITEMS from verbatimsReading verbatim by 3 independent readersg y pCompilation of items by country

- 76 French items- 61 Vietnamese items

2 STEP 2 EVALUATE THE SIMILITUDE AMONG ITEMS2. STEP 2 : EVALUATE THE SIMILITUDE AMONG ITEMSSorting task (by 10 participants in each country)

2 Co occurrence matrices2 Co-occurrence matrices

3. STEP 3 : GROUPING ITEMS INTO THEMESCorrespondence Analysis (CA)Hierarchical Cluster Analysis (HCA)


40 opinion statements about wineQUESTIONNAIRE

For each following proposal, please give your personal opinion. FOR YOU…

Totallydisagree

Disagree Disagree Totallyagree

Drinking wine is a sign of success in social life?g gWine is right for women, not like other alcoholic drinks usually for men? ………………………………….

110 Terms to link with wine Romantic Vine To taste

Please choose 12 nouns, 6 adjectives and 4 verbs to link with "wine"Romantic Vine To tasteAperitif France PleasureOccidental Appreciate HarvestHealth Meal TerroirParty Refined ShareCulture Cellar CheeseWesternCulture Cellar CheeseGift Ageing Wine makerOffer Good BottleMarriage Traditional TasteElegant Convivial Vintaget C lti t d R i

661 Vietnamese 656 French

Questions about consumption Questions about degree of involvement with wine

to accompany Cultivated Region…………. …………. ………….

656 French


Questions about degree of involvement with wine

RESULTSRESULTS VIETNAM versus FRANCE

FOCUS GROUPS

specific to Vietnam patternsp p

specific to France patterns in contrastspecific to France patterns in contrast with Vietnam

VALIDATION by the QUESTIONNAIREAtelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”

Institut Polytechnique de Hanoi, 23-25 juin 2008

VALIDATION by the QUESTIONNAIRE

SOCIAL STATUS (focus groups)

“…Wine seems to me more “…Drinking wine

prestigious than other drinks… ”

gives me the feeling of success

i i l lif !”in social life…!”


SOCIAL STATUS (questionnaire)“D i ki i i i f i i l lif ”“Drinking wine is a sign of success in social life”

50,8%

42,6% 41,4%42.6% 41.4%

50.8%

38,6%38.6%

9,5%7,3% 8,7%8.7%7.3%

9.5%

1,2%

Totally TotallyTotally Totally

1.2%


Totally disagree

Disagree Agree Totally agree

Totally disagree


WINE IS FASHIONABLE PRESTIGIOUS

“…I prefer imported p pwines because it’s

more stylish…”“…Drinking wine brings a breath of

modernity to urban life…”

“ Wi i it“…Wine is an city alcohol, not a

t id ”countryside one…”


WINE IS NOT TRADITIONAL BUT WESTERNWINE IS NOT TRADITIONAL BUT WESTERN

“…Wine is somethingsomething western…” “…Wine is

fashionable and completely opposite

to traditional alcohols…”


HISTORY, TRADITION (focus groups)

“…Not only a drink, wine is a popularwine is a popular

tradition, a long history, a culinary art…”a culinary art…

«…Wine is clearly a tradition in France, a

fpart of French culture…»


SOCIAL EVENTS (focus groups)

“ Wine is to be dr nk“…Wine is to be drunk in hotels, receptions,

professionalprofessional meetings…”

“…We only drink wine on special occasions like

end-year party among colleagues…”


FAMILY EVENTS (focus groups)

“…In our family, wine is stocked for family events: y

Christmas, birthday, anniversary, baptism…”

“…I cannot drink wine alone but with my family and

“ T t t th l f

but t y a y a dfriends!...”

“…To taste the pleasure of wine

it’s important to do it with pgood friends or in family!...”


SOCIAL or FAMILY EVENTS (questionnaire)

I drink wine with…I drink wine with…

(questionnaire)

87,3% 87,3%friendsfamily

87.3% 87.3%

68,1% 67,3%

friends family

colleag es

68.1% 67.3%

49,3%colleagues

colleagues

49.3%

34 0% 34,5%28,2%

34,0%

21,5%

g34.0%

21.5%

34.5%28.2%

8,2%3,7%

12,9%12.9%8.2%

3.7%


neverAlone OthersneverAlone Others

WINE: MORE ACCESS FOR WOMEN (focus groups)

“…It seems to me more elegant to see women drinking

wine than drinking strong alcohols or beer…”

“…Wine is right for women, not like other l h li d i k llalcoholic drinks usually

for men…”


WINE: MEN ’S WORK (focus groups)

“ In my family everybody drinks wine…In my family, everybody drinks wine but choosing which wine to drink and the which bottle to take from the cellar

is a matter of men’s work...!”

“…When we invite guests, my wife cooks b t I’ th hbut I’m the one who

chooses the wine to go with it !”


with it…!

WINE: MORE ACCESS FOR WOMEN(questionnaire)(questionnaire)

“Wine is right for women, not like other alcoholic drinks usually for men”

45,4%51,1% 45.4%51.1%

35,8%35.8%

16,5%17 7%

26,6%

16.5%

26.6%

17 7%

4 6%

17,7%

%

16.5%

4 6%

17.7%

2,3%4,6%

Totally Disagree Agree Totally Totally Disagree Agree Totally

2.3%4.6%


ydisagree Disagree Agree y

agreey

disagree Disagree Agree Totally agree

WINE IS ROMANTIC

“… I imagine sometimes having a i l h d lik i tiwine glass on hand like in a romantic

beautiful scene of cinema…”

“…I adore drinking wine ado e d g ewith my girlfriend… It sounds so romantic...!


110 Terms to link with wine

Romantic Vine To tastePlease choose 12 nouns, 6 adjectives and 4 verbs to link with "wine"

Aperitif France PleasureOccidental Appreciate HarvestHealth Meal TerroirParty Refined ShareCulture Cellar Cheese

Western

Culture Cellar CheeseGift Ageing Wine makerOffer Good BottleMarriage Traditional TasteElegant Convivial Vintageto accompany Cultivated Region

62,30% « Romantic »62.3%

to accompany Cultivated Region…………. …………. ………….

15,40%15.4%

Vietnam France


Vietnam France

WINE IS ELEGANT AND DECORATIVE

“It’s elegant to offer wine. Colleagues offer meColleagues offer me

bottles, I use them to offer back to other people”

“Wine is a nice gift to offer for

back to other people

gift to offer for the

New Year”New Year

“I adore pyramids of pyglasses of wine as

a decoration at


weddings”

WINE IS ELEGANT AND DECORATIVE (questionnaire)

“A bottle of wine can be used as elegant decoration”

59,2% 40 7%

A bottle of wine can be used as elegant decoration”

59 2% 40 7%59,2% 40,7%59.2% 40.7%

31,4%

23 0%23 0%

31.4%

19 3%

23,0%

19 3%

23.0%

17,0%19,3%

4 9%

19.3%17.0%

4 9%4,4% 4,9%4.4% 4.9%


Totally disagree


Totally disagree


SENSORY PLEASURE (focus groups)

“ Every wine has its own…Every wine has its own odors and its own tastes.

We'll therefore experience a pdifferent pleasure every

time…”

“ Wine evolves in…Wine evolves in taste and improves with time just like a j

human being...!”


WINE IS HEALTHY(focus groups)

“…I don’t like the astringent taste. gBut drinking red wine is good for

the heart and digestion…!”

“…But wine is light. I drink wine when I have to drink alcohol with partners and want to avoid to get

drunk…”


WINE IS HEALTHY(questionnaire) “Wi i d f h l h”“Wine is good for health”

53 4% 41 9%53 4%53,4% 41,9% 41,6%41.9% 41.6%53.4%

29,7%29 7%29,7%29.7%

14,8%

7,0%9,5%9.5%

7.0%14.8%

2,1%

Totally disagree

Disagree Agree Totally Totally disagree

Disagree Agree Totally

2.1%


disagree gagree disagree g

agree

ALCOHOL (focus groups)

“ N ti i“…No exception, wine is also an alcohol

d th fand therefore dangerous... ! ”


12 SPECIFIC TERMS MOST LINKED WITH WINE

32.1%

30.4%

to accompany

Cultivated

36.0%

31.4%

Region

Friendship

34 8%

33.4%

33.0%

Off

Marriage

Elegant

44 4%

40.5%

39.3%

Taste

Vintage

38 1%

37.8%

34.8%

Culture

Gift

Offer

45.6%

44.4%

49 8%Cheese

Wine maker

Bottle

39.0%

38.6%

38.1%

Health

Party

Culture

58 1%

50.6%

49.8%

Terroir

Share

Cheese

59.0%

41.5%

39.0%

Aperitif

Occidental

Health

61.4%

59.6%

58.1%

Pleasure

Harvest

Terroir

Western

62.3%

59.0%

Romantic

p 61.4%

71.0%To taste

Pleasure


SOMESOMESOCIAL STATUS

CONCLUSIONCONCLUSIONSOCIAL EVENTS WESTERN

SENSORY PLEASURE

SOCIAL EVENTS

WOMEN’ ACCESS

ELEGANT

WESTERN

PLEASURE

FRENCH CULTUREREFINED SHARING

ALCOHOLELEGANT

GIFT

ROMANTIC

TRADITION

CIVILIZATION and CHRISTIANITY

DRINK

APPRECIATEDTERROIR

SHARINGGIFT

TRADITION

FAMILY EVENTS

APPRECIATED PRODUCT

DECORATION

WINE and CELLAR: MEN’S WORK

EDUCATION, TRANSMISSIONHEALTHY


IMPLICATION TO WINE DEVELOPMENTIMPLICATION TO WINE DEVELOPMENT IN VIETNAM

COMMUNICATION: to make some right decisions!!! G d l l ti h lth b fit !Good values: elegance, romantics, health benefit !Wine elegant OR luxurious ?

SENSORY: Do sensory characteristics matter ? To do research in the preferences of Vietnamese pconsumers?


WINE IS COMPLEX AND DIFFICULT…BUT NEW VIENAMESE CONNOISSEURS

COMING UP !!!

“…Wine is a complex e s a co p eproduct that one has to

know much about to enjoy…”

“…Knowing about wine is a sign of maturity and knowledge…”


10 COMMON TERMS MOST LINKED WITH WINE

70 0% 70 0%

Vietnam France

60,1%57,0%

64,3%

70,0%

57,3%

70,0%

49,9%47,2%

41,5% 39 9%

45,6%

51,2%

43,0%44,8%

39,9%37,2% 36,8% 36,2%

33,1%

38,6%

31,7%


Vine France Appreciate Meal Refined Cellar Ageing Good Traditional Convivial

Some good cluesSome good clues learned from French experience

CommunicationEducationTransmissionTransmission


IMAGE OF WINE DEMOCRATIZED

“…There is no need to be rich to drink wine.

That’s a question of priority, of choice…”

“ There is pleasure…There is pleasure not only in expensive

wines ”wines…


WINE APPRECIATION EDUCATED AND TRANSMITED

“ Wine requires

EDUCATED AND TRANSMITED

“ One needs to…Wine requires initiation and education…”

…One needs to learn from

someone else toeducation… someone else to taste wine. That

cannot be learned from a book…”

“…Wine is a culture transmitted from

generation to generation…”


THANK YOU!THANK YOU!


WINE PERCEPTION IN VIETNAM: Comparison versus France · 2018. 7. 16. · WINE PERCEPTION IN...

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