A cross-cultural comparison of choice criteria for wine in restaurants
Date
2008
Authors
Cohen, E.
d'Hauteville, F.
Goodman, S.
Lockshin, L.
Sirieix, L.
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Conference paper
Citation
4th International Conference of the Academy of Wine and Business Research, 17-19 July, 2008
Statement of Responsibility
Eli Cohen, Francois d’Hauteville, Steve Goodman, Larry Lockshin and Lucie Sirieix
Conference Name
International Conference of the Academy of Wine Business Research (4th : 2008 : Siena, Italy)
Abstract
When adressing the question of cultural differences in consumption behavior, researchers face both conceptual and methodological difficulties, particularly when it comes to defining the relevant "culti unit" (Douglas & Craig 1997) to be taken into account. The authors of this paper discuss these two difficulties and propose the Best - Worst method as a tool for comparing data from a cross - national survey on a sample of wine consumers from Australia (n=283), the UK (n=304) and France (n=1 47). The comparison concerns the choice criteria that are used when picking a wine in a restaurant. Results show differences between the countries, with a clear contrast between the French, on the one hand, and the Australians and British, on the other. They confirm the idea that the country, frequently used in cross - national surveys, may be a valid "culti unit" in cross - cultural research.
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