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Wine brands or branded wines? The specificity of the French market in terms of the brand

Author

Listed:
  • Catherine Viot

    (SAF - Laboratoire de Sciences Actuarielle et Financière - UCBL - Université Claude Bernard Lyon 1 - Université de Lyon)

  • Juliette Passebois-Ducros

    (Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

Purpose – The purpose of this paper is to show that the branded wine concept refers to a very heterogeneous category as regards wine made in France, but this sort of wine can appeal to certain types of consumers. Design/methodology/approach – An initial qualitative study was carried out to explore consumer representation as regards branded wine. A second, quantitative, study enabled us, through a cluster analysis, to identify brand-sensitive consumer segments in the wine field. Findings – There is a divergence in consumer representation between novices and experts. The former considers A.O.C.s (Appellation d'Origine Contrôlée, a French official label of protected geographical indication) and regions as brands while the latter have a narrower vision of what a branded wine means. The ''discoverers'', the youngest consumers (18-29 years old), who are interested in wine and have little knowledge of it are most liable to be influenced by wine brands. The novices and routine consumers are also brand sensitive but to a lesser degree. The experts, on the other hand, are not influenced by brands. Research limitations/implications – The influence of the brand derives from the declarative. A more indirect measure which mixes the brand with other wine attributes would be preferable. The use of a sample of convenience means results can only be generalized with caution. Practical implications – There indeed exists a place for branded wines on the French market but an association is needed with other attributes such as the origin and/or the grape variety. Originality/value – Little research has been devoted to the French consumer's acceptance of branded wines.

Suggested Citation

  • Catherine Viot & Juliette Passebois-Ducros, 2010. "Wine brands or branded wines? The specificity of the French market in terms of the brand," Post-Print hal-01803728, HAL.
    • Handle: RePEc:hal:journl:hal-01803728
    DOI: 10.1108/17511061011092438
    Note: View the original document on HAL open archive server: https://hal.science/hal-01803728
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    References listed on IDEAS

    as
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    Cited by:

    1. Fabio Boncinelli & Andrea Dominici & Francesca Gerini & Enrico Marone, 2021. "Insights into organic wine consumption: behaviour, segmentation and attribute non-attendance," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 9(1), pages 1-16, December.
    2. Ivana Alpeza & Ivan Nižić & Zrinka Lukač, 2023. "What Influences Croatian Consumers’ Wine Choice?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 35(1), pages 41-56.

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