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D'hauteville, F.. |
With the objective of creating market value, wine marketers are using grape variety as a componentof brands of wine linked with a commercial or region name. This strategy assumes that the consumeris able to perceive differences between varietals and possibly identify them. This experimental studyaimed at measuring the ability of consumers to recognize and evaluate the typicality of threevarietals: merlot, cabernet, syrah. Three groups were tested: occasional drinkers (n =17), regulardrinkers (n+21) and experts (n+21). The results show that consumers are unable to differentiatebetween varieties, whatever their level of expertise, thereby calling into question the credibility ofindicating grape variety for a wine brand, and finally on the wine market’s... |
Tipo: Conference Paper |
Palavras-chave: GOUT. |
Ano: 2010 |
URL: http://www.prodinra.inra.fr/prodinra/pinra/doc.xsp?id=PROD20101b87ad3c&uri=/notices/prodinra1/2010/09/ |
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