Appreciating cidre, is it only a matter of taste? A qualitative analysis on cidre perception among French millennials / Mary-Lou JORANDON / 2021

Titre : Appreciating cidre, is it only a matter of taste? A qualitative analysis on cidre perception among French millennials Type de document : Mémoire Auteurs : Mary-Lou JORANDON, Auteur Année de publication : 2021 Importance : 25 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 ATTRIBUT DU PRODUIT ; COMPORTEMENT DU CONSOMMATEUR ; MARKETING SENSORIEL Résumé : While the wine category is perceived as a collective French pride, the cidre category still struggles to gain popularity. The purpose of my study is to investigate whether forms of ritualistic behaviour exist around cidre consumption and if it is the case, how they can harm or enhance the product image and consequently taint the sensory perception of the product. This paper, based on qualitative research on cidre perception among French millennials, examines the collective and cultural forces that can shape a product perception and their impact on sensory perception. This paper first lays the foundations of the economy and the place of cidre in French consumption habits. Then, it explores cidre sensory attributes and the way consumers tend to perceive them. At this point, it uncovers the importance of prior beliefs, experience, and knowledge in consumers' minds when tasting. Employing a series of primary data sets and past studies, this research brings an understanding of the underlying different cultural and collective forces that shape the imaginary of cidre. The proposition is that cidre is skewed by social rituals and norms that have been nurtured for years, particularly in some historic cidre-producing regions, and that cidre taste is collectively perceived, even before tasting it, as not as much interesting as a wine. This paper considers cidre that is inseparable from French culture and regulation whereas prior literature focuses only on the global cider category. It is of major interest for cidre-maker to understand the demand and also provides insights for marketers of cidre products in terms of what millennials are expecting today in terms of brand image, communication, and information on the product. Programme : MSc Wine & Gastronomy Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538581