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Auteur Nguyen Bao Ngoc LE |
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The effect of country origin on product quality evaluation and customer's willingness to pay in Vietnamese wine market / Nguyen Bao Ngoc LE / 2019
Titre : The effect of country origin on product quality evaluation and customer's willingness to pay in Vietnamese wine market Type de document : Mémoire Auteurs : Nguyen Bao Ngoc LE, Auteur Année de publication : 2019 Importance : 26 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management
VIN SECTEUR ; COMPORTEMENT DU CONSOMMATEUR ; VIET NAM ; MARKETING STRATEGIQUERésumé : The purpose of this paper is to examine the behavior of Vietnamese customer when choosing wine, help us understand which cue is important and effect to purchase intention of consumer. And especially the effect of country of origin (COO) on the evaluation of wine quality lead to willing to pay for wine purchases.
This paper is a quantitative research which its data were collected in 2019 through the questionnaire targeted at wine consumer in Viet Nam. The paper use pictures of French wine, Australian wine and Vietnamese wine. And interviewees were seen one random of the three options and asked questions about their opinion about the wine and the willing to pay this wine.
Statistical analysis showed a significant correlation between the Country of origin and the willingness of customers to buy in the Vietnamese wine market. Customers are more willing to buy French wine than Vietnamese wine and Australian wine. Wine is a special product, all stages of the production process from the wine area, the type of grape, the fermentation technique and the process of bottling and storing the wine are also influenced by the weather and climate lead to different wine quality. Vietnam wine market has just developed in recent years so consumers have not had much experience in drinking wine and knowledge of wine is more limited than other countries, so the evaluation of wine is mainly based on extrinsic factors and especially price. The study also found that for low-NFC customers, COO is particularly influential in the willingness to pay wine but for customers with high NFC, COO does not make sense in their willingness to pay.
The practical implications of this paper are that it may be useful for managers in the wine industry to design effective strategy marketing to attract Vietnamese consumer.Note de contenu : Bilbiographie p. 23-26 Programme : PGE-Reims Spécialisation : Champagne and Wine Management Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=496389
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