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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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
VIETNAM
FRANCE
India
China Japan
India
PACIFIC OCEAN
VIETNAM
PACIFIC OCEAN ATLANTIC
OCEAN INDIAN OCEAN
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
Wine making in the world
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
Source: OIV 2006
Europe 162 103
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
Source: OIV 2006
IN 2005
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
www.vitisphere.com, 30/1/2006
IN ASIAIN ASIA
- China- Japan- ThailandThailand- Myanmar
d VIETNAM…and….VIETNAM
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
CHINACHINA
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
Thailand
near Bangkok (source: internet)
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
Myanmar
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
Asian Food Wine MatchingAsian Food Wine Matching
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
JAPAN Tokyo, 15 november, 2007 (Reuters)
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
JAPANJAPANTokyo (Reuters)
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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…)
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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?
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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)
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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…!”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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%
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
Totally disagree
Disagree Agree Totally agree
Totally disagree
Disagree Agree Totally agree
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…”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
WINE IS NOT TRADITIONAL BUT WESTERNWINE IS NOT TRADITIONAL BUT WESTERN
“…Wine is somethingsomething western…” “…Wine is
fashionable and completely opposite
to traditional alcohols…”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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…»
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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…”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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!...”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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%
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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…”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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 !”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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%
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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...!
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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%
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
Totally disagree
Disagree Agree Totally agree
Totally disagree
Disagree Agree Totally agree
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...!”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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…”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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%
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
disagree gagree disagree g
agree
ALCOHOL (focus groups)
“ N ti i“…No exception, wine is also an alcohol
d th fand therefore dangerous... ! ”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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?
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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…”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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%
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
Vine France Appreciate Meal Refined Cellar Ageing Good Traditional Convivial
Some good cluesSome good clues learned from French experience
CommunicationEducationTransmissionTransmission
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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…
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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…”
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
THANK YOU!THANK YOU!
Atelier international “Vignes et Vins au Vietnam : Potentialités et Avenir”Institut Polytechnique de Hanoi, 23-25 juin 2008
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