WINE AND ITS EVOCATION WHAT WINE EVOKE AN EXPLORATORY QUALITATIVE STUDY OF THE SENSE OF WINE CONSUMPTION Julien Couder Pierre ValetteFlorence Research context Literature ID: 759353
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12th annual A.A.W.E. conference
WINE AND ITS EVOCATION: WHAT WINE EVOKE? AN EXPLORATORY QUALITATIVE STUDY OF THE SENSE OF WINE CONSUMPTION
Julien Couder – Pierre Valette-Florence
Slide2Research contextLiterature reviewMethodologyResultsContributions and future studies
The
production
place
of a product impacts its evaluation. (Schooler & Wildt, 1968)The terroir of origin (ToO):A limited geographic area;Uniquity in its biophysical composition.Associated with a particular culture, expertise, history and symbols. (Iversen & Hem, 2008 ; Bowen & Zapata, 2009 ; Elaydi & McLaughlin, 2012)ToO can transmit authenticity to products. (Zhang 2016)But an inappropriate marketing program could alterate this authenticity. (Fort & Fort, 2006)The crucial point is to keep close to the image that the customer has of the ToO.
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Slide3Affective dimension
Cognitive dimension
ToO image
is
bi-
dimensional
: (Van Ittersum & al., 2003 ; Elaydi & McLaughlin, 2012, Iversen & Hem, 2008, Verlegh & Steenkamp, 1999)Results of direct or indirect experiences. (Verlegh e&Steenkamp, 1999)
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Research
context
Literature reviewMethodologyResultsContributions and future studies
ToO Image
Human dimension
Environmental dimension
Slide4Why studying Wine
?
Is wine a ToO product?Obviously it is:Recipe, raw material and producer issued from ToO √ (Fort & Fort, 2006)ToO is used since 1830 and describes wine origin in France. (Spielmann & Gélinas-Chebat 2011)So wine is strongly anchored in its ToO.Few studies related to terroir perception in wine segment. (Spielmann & Gélinas-Chebat 2011)
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context
Literature
review
Methodology
Results
Contributions and future
studies
Slide5Wine particularity
:
Inaccessible, protected by a tinted bottle; (Hollebeck & al. 2007) To estimate wine quality, customer needs extrinsic cues offered by wine label; (Hollebeck & al. 2007) Wine origin is the most cited cue to determine a wine quality. (Thode & Maskulka, 1998)How customers perceive wine and its terroir of origin?
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context
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review
Methodology
Results
Contributions and future
studies
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The A.O.L
.
methodology:
(Vernette, 2007)Projective method;Based on images choices and interpretations;It allows to study respondents’ « mind maps » and « hidden sense of consumption experience ».3 different steps:Priming – Imagination - Key words selection - Images selection;Collective album creation– Adjustment by respondents; Photo-concept association by the researcher- association evaluation by respondents.Final treatment - INDSCAL analysis: (Kessous & al. 2017)To place concepts on a bi-dimensional plan.
Research
contextLiterature reviewMethodologyResultsContributions and future studies
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ToO is a bi-dimensional concept:
Two distinct conditions
are
required;Priming material is based on a literature review.Sample : 12 respondents (6 per condition): (Vernette, 2007)21 – 55 years old : 5 men, 7 women;Heterogeneous wine involvement and SEC:From sommelier to novice;From student to executive managers.
Research
contextLiterature reviewMethodologyResultsContributions and future studies
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The analysis
explains
87% of the total variance.
Legitimates
a finer interpretation.
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context
Literature
review
Methodology
Results - Cognitive condition
Contributions and future
studies
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The analysis
explains 89%
of the total variance.
Legitimates
a finer interpretation.
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Research
context
Literature
review
Methodology
Results - Affective condition
Contributions and future studies
Slide10Research contextLiterature reviewMethodologyResults - Cognitive conditionContributions and future studies
«
the
little paradise […] out of the world, out of time» « the reward of our effort »« If the world is constantly changing […], some things never change. »« The trip. The wine transports us and makes us travel like this car by the sea. »Enchantment: something magic, with an aura of fantasy, place imagination before information; cannot be rationalized. (Moore, 1996)Our concepts :Irrational, magical, imaginary, out of time or utopian concept.Strongly remind enchantment. In the wine context, enchantment has been theorized by Aune (2002).
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Contributions:
Clarification
of the structure of wine-Terroir association;
Highlighting the enchantment dimension;Better understanding of the associations inspired by the product;Communication campaigns improvement. Limits:Considering ToO-wine couple -> which of these elements impacts our associations?Results are not ranked.
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Research
contextLiterature reviewMethodologyResultsContributions and future studies
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Future
studies;
Quantitative
study is required-> Rank and confirm these associations;Multi cultural study-> To understand cultural impact of wine; perceptions ?Additional enchantment investigations.
Research
context
Literature
review
Methodology
Results
Contributions and future
studies
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Merci de votre attention!*
*
Thank you for your attention
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Aune, L. (2002). The use of enchantment in wine and dining.
International Journal of Contemporary Hospitality Management
, 14(1), 34-37.Bowen, S., & Zapata, A. V. (2009). Geographical indications, terroir, and socioeconomic and ecological sustainability: The case of tequila. Journal of rural studies, 25(1), 108-119.Elaydi, R., & McLaughlin, J. (2012). Cultivating terroir in subsistence markets: Development of terroir strategy through harmony-with-community framework. Journal of Business Research, 65(12), 1743-1748.Fort, F., & Fort, F. (2006). Alternatives marketing pour les produits de terroir. Revue française de gestion, (3), 145-159.Hollebeek, L. D., Jaeger, S. R., Brodie, R. J., & Balemi, A. (2007). The influence of involvement on purchase intention for new world wine. Food Quality and Preference, 18(8), 1033-1049.Kessous, A., Valette-Florence, P., & De Barnier, V. (2017). Luxury watch possession and dispossession from father to son: A poisoned gift?. Journal of Business Research, 77, 212-222.Moore, T., & Moore, T. (1996). The re-enchantment of everyday life. Rydalmere, NSW: Hodder & Stoughton.Nina M. Iversen, Leif E. Hem, (2008) "Provenance associations as core values of place umbrella brands: A framework of characteristics", European Journal of Marketing, Vol. 42 Iss: 5/6, pp.603 – 626Bérard, L., & Marchenay, P. (2000). Le vivant, le culturel et le marchand: les produits de terroir. Autrement. Série mutations, (194), 191-216.
Bibliography 1/2
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Ritzer
, G. (1999
), Enchanting a disenchanted World, Pine Forge Press, LondonSchooler, R. D., & Wildt, A. R. (1968). Elasticity of product bias. Journal of Marketing research, 78-81.Spielmann, N., & Claire, G. C. (2011, June). Terroir: the black hole of wine marketing. In 6 th AWBR International Conference (pp. 9-10).Thode, S. F. and Maskulka, J. M. (1998), “Place-based Marketing Strategies, Brand Equity and Vineyard Valuation,” Journal of Product and Brand Management, 7(5), 379-399.Van Ittersum, K., Candel, M. J., & Meulenberg, M. T. (2003). The influence of the image of a product's region of origin on product evaluation. Journal of Business research, 56(3), 215-226.Verlegh, P. W., & Steenkamp, J. B. E. (1999). A review and meta-analysis of country-of-origin research. Journal of economic psychology, 20(5), 521-546.Vernette, E., & Marketing, C. R. G. (2007). Une nouvelle méthode de groupe pour interpréter le sens d’une expérience de consommation:«l’Album On-Line»(AOL). Actes des 12èmes Journées de Recherche en Marketing de Bourgogne.Zhang, M. (2016). Consommation, territoire d'origine de la marque et bien-être du consommateur (Doctoral dissertation, Grenoble Alpes).
Bibliography 2/2
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«
Evokes wine tasting
, also evokes
the work of the sommelier
when he tasted his wines to better sell them at the table then
. »
«
Peaceful village surrounded by vineyards. The summer sun. »
«
this moment of calm and serenity comes during the degustation , when we are the only judge of taste. »
it
reminds me of these beautiful landscapes that can be found in many places in France, and which symbolizes our culture of wine
“I
refrain from imagining winemakers and blonde winegrowers dressed in traditional dress dancing around barrels with vine leaves in their hair....”
“The idea I have
of the history of this wine with a village festive atmosphere dating from the Middle Ages.”
During WWII
the second world war, the wine flows. Privilege of some, distress of others.
Evokes
the hard work of these men, who face the climates and the diseases of the vines
Research
contextLiterature reviewMethodologyResults - Cognitive conditionContributions and future researches
"It makes me think [...] of the rock of Solutrée and I imagine this kind of landscape when I drink this wine .."
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“I went to Alsace when I was a child,
[…]. So when I drink Gewurztraminer […] I see this architecture, storks and pretzels that we cross everywhere in Alsace. The wine contains a certain evocative power in relation to its geographical origin and becomes a vector of a certain imaginary concerning a place”
. »
«
wine is not tasted alone,
it is consumed on the occasion of a moment of sharing and exchange. Wine itself is also a subject of exchange »
«
The wine I chose, I discovered with my father who offers me regularly [...]. This association with the family means that I have a personal relationship to wine. For me, wine also rhymes with education and the awakening of taste »
«
“wine evoked images ,landscape, regions characterized by vines […] This photo reminds us that wine is a product of the land, that man has worked, cultivated to create the taste, to share it, a certain kind of tradition”;.
«
Well ... wine with friends is often more than a glass or a bottle. Communion between people can be magnified by this shared drunkenness »
"
those of my wine stories [...]. In short I would soon be nostalgic for these good old lichettes (seeing them in supermarkets by exp). I can not say better, I'm pre-nostalgic."
«
Wine always brings us back to nature, to our lands, [...]. This image is in every sip we drink, whatever the circumstances .. »
Research
contextLiterature reviewMethodologyResults - Affective conditionContributions and future researches
« “When I think of their original territory, it is the green landscapes, the Provençal houses, the lavender, the apricots, the Valrhona chocolate and the sun that come to my mind”;.