The Kubernetes Gateway API and its role in Cloud Native API Management
Richard Sagala Economic Essay
1. Wine
MBA
2010/2011
Wine
Economics
Essay
What
is
the
effect
of
critics
on
the
wine
market?
Richard
Sagala
Wine
critics
play
an
important
economic
role
in
the
wine
world.
They
help
consumers
determine
the
value
of
an
unknown
good.
Through
their
judgment
and
their
assessment
of
the
product's
perceived
quality,
wine
critics
infer
"experience"
characteristics
to
the
attention
of
a
prospective
buyer
and
help
him
solve
the
value
proposition.
Some
critics
are
so
influential
that
their
scores
and
recommendations
can
trigger
buy
signals
all
over
the
world.
Others
influence
locally,
work
for
a
media,
judging
at
competitions
where
the
winners
are
awarded
medals,
distinctive
cues
that
help
to
differentiate
the
products.
In
order
to
study
the
effect
of
accolades
such
as
the
presence
of
a
medal
on
a
wine
bottle,
we
have
conducted
a
survey
with
444
consumers
enrolled
in
wine
appreciation
courses.
Finally,
we
will
look
at
future
trends
to
see
if
the
reputation
market
will
continue
to
be
shaped
by
expertise
based
wine
critics
or
if
new
players
(with
new
rules)
may
be
entering
the
playing
field.
Via
the
power
of
social
media
may
lie
a
new
marketing
opportunity
for
brands
previously
used
to
push
their
products
from
the
top
down
to
start
developing
a
direct
B2C1
bottom
up
approach
directly
engaging
consumers
with
a
focus
on
the
new
brand
evangelists.
1
B2C=
Business
to
Consumers
Page 1 of 15
2. Wine
MBA
2010/2011
Wine
Economics
Essay
Some
fundamental
economic
rules
to
remember
For
the
aficionado,
wine
is
a
pleasurable
product
obtained
by
the
fermentation
of
grape
juice,
but
for
an
economist
it
is
simply
a
good
that
can
be
exchanged
on
a
market,
i.e.
a
place
where
offer
meets
demand.
Simply
said,
a
good
is
a
bundle
of
characteristics.
Goods
are
valued
for
their
attributes,
the
characteristics
they
possess.
Those
different
characteristics
make
for
the
differentiation
between
them.
In
Quebec
(Canada)
from
where
this
research
was
conducted,
the
sale
and
distribution
of
alcohol
are
under
the
control
of
SAQ
(La
Société
des
Alcools
du
Québec),
a
state
monopoly
acting
as
the
channel
captain
for
retailing
alcoholic
beverages
in
this
predominantly
French
speaking
province.
SAQ
possesses
four
hundred
and
sixteen
stores,
more
than
10,500
references
in
its
catalogues
and
generates
CDN
$2.5
billion
in
sales
annually.
Each
product
in
the
SAQ
catalogue
is
a
bundle
of
characteristics
and
constitutes
a
unique
value
proposition.
The
consumer
is
challenged
by
the
amount
of
information
available
and
there
is
a
daunting
asymmetry
between
what
the
producer
and
the
retailer
know
and
what
the
consumer
knows
and
understands
about
the
goods.
As
one
person
from
the
SAQ
marketing
department
metaphorically
describes:
"We
are
a
bit
like
shoe
dealers
with
stores
where
all
the
shoes
are
in
boxes
and
where
clients
look
at
clues
on
the
boxes
to
decide
what
they
want
to
purchase".
The
act
of
selling
wine
is
based
on
extrinsics,
external
cues
that
will
be
processed
and
decoded
heuristically
by
the
consumer.
SAQ
has
produced
on
its
B2B
website
a
ponderation
(weighting)
chart
that
shows,
for
the
benefit
of
stakeholders,
the
criteria
against
which
a
product
is
evaluated
prior
to
being
selected
(see
figure
1
Figure
1:
SAQ
Ponderation
/
Selection
criteria
Page 2 of 15
3. Wine
MBA
2010/2011
Wine
Economics
Essay
As
part
of
Notoriety
criteria,
2.1
Awards,
medals
and
media
contributes
25%
of
the
total
score
for
a
Specialty
product,
making
it
a
more
important
criteria
than
the
(organoleptic)
Quality
(20%)
and
the
second
most
important
criteria
after
the
quality/price
ratio
(30%).
Why
awards,
medals
and
media
are
deemed
so
important
to
the
trade?
In
an
essay
written
by
wine
producer
Robert
Hodgson,
the
author
tells
how
much
wineries
are
committed
to
the
pursuit
of
winning
medals:
"To
lift
their
brand
above
the
competition,
wineries
spent
more
than
$1
million
in
entry
fees
in
2003
at
just
13
of
these
venues.
The
benefit
of
this
expense
is
the
belief
by
wineries
that
entry
fees
offer
a
valid
return
on
investment:
Gold
medals
sell
wine"
Hodgson
believes
people,
not
medals,
sell
wine.
But
a
medal
can
help
when
meeting
with
buyers
for
retailers.
"Retailers
and
distributors
want
to
see
third
party
validation
of
a
wine's
quality
whether
it
be
Parker,
Wine
Spectator,
Wine
Enthusiast,
BTI
or
even
the
Grundy
County
Fair.
And
a
related
point,
to
promote
a
wine
on
shelf,
the
most
useful
tool
next
to
a
salesman
recommending
it
personally,
is
a
shelf
talker.
Short,
simple,
graphic
communication
to
the
consumer
in
the
form
of
a
big
number
or
a
big
medal,
gives
them
the
confidence
to
choose
a
wine.
Consumers
aren't
in
a
position
to
evaluate
whether
this
rating
is
more
valid
than
that,
or
this
competition
more
prestigious
than
that
one
but
they
do
need
some
validation
that
this
is
a
good
wine.
And
medals
do
that".
(Vinography
)
SAQ,
for
its
part,
publishes
a
List
of
magazines,
contests,
Notoriety
criteria
with
a
three
level
hierarchy
(A-‐B
and
C)
to
weight
the
difference
between
ratings2.
To
the
Montreal
Gazette
wine
critic
Bill
Zacharkiw,
"The
SAQ
is
flooded
with
proposals
for
new
wines...the
SAQ
relies
on
how
U.S.
and
European
magazines
score
the
wines
and
how
well
it
sells
in
other
provinces."(The
Gazette)
On
the
consumer
side,
what
is
there
to
be
appraised?
In
Mueller
et
al.,"The
consumer
has
to
appraise
the
value
of
three
types
of
characteristics:
the
'Search'
characteristics,
the
'Experience'
characteristics
and
the
'credence'
attributes".
"‘Search’
characteristics
are
those
that
can
be
assessed
before
the
purchase
in
front
of
the
shelf.
The
producer,
brand,
region,
grape
variety
and
packaging
are
examples
of
search
characteristics.
‘Experience’
characteristics,
such
as
the
taste
of
a
wine
and
whether
it
is
enjoyable,
can
only
be
evaluated
upon
consumption.
These
are
often
of
course
the
main
benefits
a
consumer
seeks
2
The
A
category
is
garnishing
more
points
than
B
or
C.
For
example,
in
the
"A"
category
we
find
American,
UK,
French
and
Italian
publications:
Wine
Spectator,
the
Wine
Advocate,
Decanter,
le
Guide
Hachette,
Gambero
Rosso,
Bettane
et
Dessauve,
La
Revue
du
Vin
de
France.
James
Halliday
and
Alan
Meadows
are
cited
in
the
B
category.
It
is
worthwhile
to
note
that
almost
all
critics
comes
from
abroad
and
are
not
sourced
locally.
Page 3 of 15
4. Wine
MBA
2010/2011
Wine
Economics
Essay
from
purchasing
a
wine.
Other
characteristics
such
as
health
effects,
environmental
benefits,
ingredients
or
production
methods
used
for
a
wine
that
cannot
be
assessed
during
consumption
are
called
‘credence
attributes’.
When
purchasing
wine
a
consumer
uses
any
available
‘search’
information
to
infer
the
hidden
‘experience’
and
‘credence’
aspects.
...George
A.
Akerlof
won
the
Nobel
Prize
for
Economics
in
2001
for
his
breakthrough
findings
on
information
asymmetry
and
its
impact
on
market
performance.
He
found
that
consumers
would
pay
only
a
relatively
low
price
when
they
perceive
a
purchase
to
be
risky,
and
that
whole
markets
can
fail
when
the
perceived
risk
is
too
high,
resulting
in
no
transactions.
...According
to
Akerlof
this
price
discount
or
‘risk
premium’
can
be
reduced
if
market
participants
provide
their
trade
partners
with
credible
information,
which
reduces
the
perceived
risk.
"
Therefore,
the
trade
actively
looks
at
effective
and
efficient
ways
to
reduce
this
'risk
premium'
and
allow
the
consumer
to
infer
the
hidden
‘experience’
and
‘credence’
aspects
of
a
wine
to
increase
its
desirability.
Signalling
with
cues3
on
the
bottle
like
medals,
seals
of
approval
and
hybrids
(a
circle
with
a
high
score
in
it4)
engages
the
consumer
directly.
Whereas
shelf
talkers
may
or
may
not
be
present
(SAQ
does
not
use
them),
scores
and
descriptions
may
be
printed
in
a
catalogue
that
not
all
prospective
buyers
may
get,
circular
icons
in
the
shape
of
a
medal
glued
to
the
bottle
follow
the
product
everywhere.
These
icons
may
catch
the
eye
and
override
the
rest
of
the
cues
on
the
label,
or
might
be
what
comes
to
validate
them,
solve
the
value
proposition
and
trigger
a
buy
decision.
When
a
sophisticated
audience
looks
for
(easier)
ways
to
simplify
the
value
proposition.
People
can
process
only
a
limited
amount
of
information
and,
wine
being
a
complex
product,
even
dedicated
aficionados
may
find
acquiring
relevant
information
costly
and
time
consuming
process.
Mrs
Jessica
Harnois5
who
was
responsible
for
the
marketing
of
the
"en
primeur"
SAQ
campaign
and
release
of
the
2009
Courrier
Vinicole
catalogue
offering
of
Bordeaux
wines,
3
Marketing
as
seen
to
produce
more
medal
types
than
the
standard
ones.
In
the
Addendum
1,
picture
1,
we
can
see
that,
for
a
same
product,
three
different
angles
are
used
to
signify
a
medal
in
the
mind
of
the
consumer.
There
is
the
classic
(Gold-‐Silver
and
Bronze)
medal,
the
medal-‐like
displaying
of
a
magazine
high
a
score
and
the
third
way
is
to
boast
about
having
been
selected
as
the
"official"
wine
for
an
event
(here
a
beach
volley
ball
tournament).
All
three
icons
are
made
to
look
like
a
medal.
4
In
Addendum
1
picture
2,
we
have
a
series
of
scores
(attributed
from
the
same
publication)
that
looks
to
resemble
like
a
string
of
medals.
5
Richard
Sagala
has
conducted
on
the
18th
of
November
2010
an
interview
with
Mrs
Jessica
Harnois
responsible
for
the
Courrier
Vinicole,
SAQ's
high-‐end
mail
order
catalogue.
Page 4 of 15
5. Wine
MBA
2010/2011
Wine
Economics
Essay
noticed
how
consumers
are
looking
for
simplification.
Courrier
Vinicole
consumers
are
typically
connoisseurs
who
buy
from
a
printed
catalogue
exclusive
super
premium
wines
for
their
cellar.
The
last
printed
catalogue6
provided
the
description
of
the
products
and
the
scores
from
the
major
wine
critics:
Wine
Spectator
(WS),
Robert
Parker
(WA),
Revue
du
Vin
de
France
(RVF),
Decanter
(D)
and
Jessica
Harnois
(JH)
(see
Figure3).
Some
products
were
graced
with
an
additional
"A
Courrier
Favorite"
7
red
icon
seal
of
approval
lookalike
and
those,
Mrs
Harnois
witnessed,
sold
almost
immediately.
Those
twelve
(out
of
seventy
plus
wines)
red
seals
in
the
catalogue
have
effectively
differentiated
the
goods.
A
simple
icon
with
no
description
of
the
methodology
for
attribution
or
what
it
means
to
be
"A
Courrier
Favorite"
has
elicited
quick
buying
action
from
a
sophisticated
crowd.
Figure
3
is
an
example
of
a
product
with
the
red
seal
"A
Courrier
Favorite".
6
SAQ
Courrier
Vinicole
catalogue
The
Great
2009
Bordeaux
wines
unveiled.
7
Translated
in
the
French
version
of
the
catalogue
as
a
"coup
de
coeur".
Page 5 of 15
6. Wine
MBA
2010/2011
Wine
Economics
Essay
What
do
Quebec
high
involvement
consumers
think
of
medals
when
they
select
a
wine?
During
the
fall
of
2010,
a
questionnaire8
was
submitted
to
the
students
of
the
SAQ
wine
appreciation
courses,
a
high
involvement9
cohort
buying
more
than
one
bottle
a
month.
Various
topics
were
covered
(see
addendum
2);
the
E
section
covered
criteria
and
attributes'
importance
when
selecting
a
product.
On
the
tenth
question,
students
were
asked
to
validate
and
grade
a
sentence
according
to
what
they
thought
about
the
presence
of
a
medal
on
the
bottle:
"The
last
time
I
bought
a
wine,
I
chose
it
because
it
had
a
medal10"
They
answered
on
a
scale
of
one
to
five:
1-‐Not
at
all
important
("Pas
du
tout
important"
in
French)
2-‐Not
important
3-‐Neutral,
neither
good
or
bad
("Neutre"
in
French)
4-‐Important
5-‐Very
important
("Très
important"
in
French)
The
occurrence
of
selecting
a
bottle
with
a
medal
would
be
most
unlikely
if
they
answered
"1"
and
very
likely
if
they
answered
"5".
Results
Out
of
the
444
students,
118
(27%)
selected
"1",
97
(22%)
selected
"2",
129
(29%)
selected
"3",
87
(20%)
selected
"4",
13
(3%)selected
"5."
8
The
questionnaire
was
built
on
a
model,
a
previous
survey
put
together
by
professor
Eli
Cohen
designed
on
the
Likert
scale,
based
on
the
best-worst
scenario.
An
initial
pilot
was
produced
in
the
spring
of
2010
and
was
tested
and
validated
by
an
initial
group
of
20
students.
Results
were
weighted
and
the
standard
deviation
calculated
(submitted
to
the
T
test).
Limitations:
E10
was
the
only
question
related
to
medals
and
it
would
be
interesting
to
dwell
more
on
the
issue.
9
As
per
the
definition
of
Professor
Larry
Lockshin
of
Ehrenberg-‐Bass
Institute
for
Marketing
Science:
a
high
involvment
consumer
buys
more
than
one
bottle
of
wine
per
month.
10
Translated
from
French:
"La
dernière
fois
que
j'ai
acheté
du
vin,
je
l'ai
acheté
parce
qu'il
avait
une
médaille"
Page 6 of 15
7. Wine
MBA
2010/2011
Wine
Economics
Essay
Choosing
a
wine
because
of
the
presence
of
a
medal
1-‐Not
at
all
important
2-‐not
important
3-‐neutral
4-‐important
5-‐very
important
140
120
100
80
60
40
20
0
Results
where
that
less
than
one
out
of
four
students
had
a
positive
view
of
the
presence
of
a
medal
on
the
bottle
(20%+3%)
with
three
per
cent
of
them
considering
such
presence
as
being
very
positive.
29%
percent
held
it
as
neutral,
neither
good
or
bad
information
and,
almost
half
(26%+22%)
held
the
presence
of
a
medal
on
the
bottle
as
somewhat
unimportant
or
not
at
all
important.
Page 7 of 15
8. Wine
MBA
2010/2011
Wine
Economics
Essay
An
example
of
what
consumers
from
abroad
think
about
scores
and
medals.
In
Australia,
Simone
Mueller
et
al.
conducted
an
experiment
on
how
shelf
information
influence
wine
choices
and:
"...The
presence
of
sensory
descriptions
had
an
average
effect
of
7.4%,
which
had
a
similar
impact
as
found
for
wine
show
medals
(no
medal
to
Gold
&
Trophy)
with
7.6%
...and
wine
critics’
scores
(7-‐
10%).
(Lockshin
et
al.
2009)".
The
presence
of
medals
increased
the
wine
choice
by
7.6%,
slightly
the
same
as
sensory
descriptions
(7.4%),
medals
being
a
little
more
effective
than
scores
when
there
is
a
wide
disparity
between
the
critics
scores
(7%)
and
less
effective
(10%)
when
the
scores
are
more
in
agreement.
Looking
prospectively,
where
will
wine
critics
fit
in
the
new
economic,
i.e.
social
media
augmented,
wine
marketing
reality?
Classic
wine
critics,
Twinsumers
and
Social-Lites
,
'the
times
they
are
a
changin'.
With
the
advent
of
social
media,
will
wine
consumers
continue
to
infer
their
'credence'
and
'experience'
characteristics
from
(expertise
based)
wine
critics
scores
or
will
they
be
influenced
by
other
signals?
"In
2011,
word
of
mouth
and
recommendations
will
be
even
more
dependent
on
P2P
dynamics.
If
Twinsumers,
consumers
with
similar
consumption
patterns,
likes
and
dislikes,
and
who
are
hence
valuable
sources
for
recommendations
on
what
to
buy
and
experience
are
all
about
improving
'search
curation',
Social-Lites
are
all
about
discovery,
as
consumers
become
curators;
actively
broadcasting,
remixing,
compiling,
commenting,
sharing
and
recommending
content,
products,
purchases,
experiences
to
both
their
friends
and
wider
audiences.
Why
would
consumers
want
to
become
curators?
Because
many
of
them
are
investing
time
and
effort
in
building
BRAND
ME,
via
online
profiles
that
record
their
opinions
and
recommendations.
And
as
audiences
in
knowledge
economies
value
interesting,
relevant
and
useful
tidbits,
they
bestow
status
on
those
curators
or
Social-Lites
who
share.
Furthermore,
it's
never
been
easier
to
be
a
Social-Lites...
social
networks'
streams
allow
users
to
easily
broadcast
information
to
a
wide
range
of
people.
(Trendwatching)
Professional
critics
like
Matt
Kramer
are
ambivalent11
about
this,
though;
critics'
scores
are
favourably
viewed
and
respected12
by
the
market
still
(figure
4).
11
"
(social
media)...
this
is
not
good
news
for
professional
critics
of
any
kind,
never
mind
wine
scribes
such
as
myself.
Am
I
ambivalent
about
this?
sure
I
am.
Professional
critics
labour-‐or
should
anyway-‐
under
standards
that
exceed
"Do
I
like
it?"
(Matt
Kramer,
On
Wine).
12
"Mouton’s
position
as
the
poorest-‐performing
2009
comes
as
something
of
a
surprise.
Importantly,
Parker
did
not
rate
the
wine
as
highly
as
its
fellow
First
Growths,
and,
as
such,
drifting
Mouton
09
prices
seem
to
Page 8 of 15
9. Wine
MBA
2010/2011
Wine
Economics
Essay
Figure
4,
Live-‐Ex
December
2010.
The
tech
savvy
millennials
cohort
is
an
important
target
of
wine
marketing,
and
are
the
hope
for
replacing
the
aging,
thus
lesser
drinking
boomers.
Millenials
are
favourably
turning
to
their
age
group
peers,
the
trendsetters
they
trust,
to
get
advice.
Conclusion
Wine
critics
grease
the
wheels
of
the
wine
economy
and
stakeholders,
notably
the
trade,
positively
value
this
business
model
while
consumers
lend
an
ear
but
also
use
alternative
heuristic
cues
to
infer
quality.
The
appeal
of
wine
critics
accolades
is
not
universal.
Both
the
Quebec
and
Australian
surveys
indicate
that
less
than
ten
percent
of
consumers13
seem
to
buy
wine
according
to
medal
and
score
signalling.
Perhaps
the
trade
is
asymmetrically
enthusiastic
about
them.
In
some
niche
markets
(Bordeaux
Firsts
Growths
for
example),
critics
are
economically
significant
but
in
other
markets
they
are
less
effective.
Therefore,
the
trade
may
want
to
tap
into
other
dynamic
sources
such
as
Twinsumers
and
Social-Lites
to
generate
buzz
and
stimulate
demand.
A
profitable
scenario
for
brands
now
could
be
to
divert
some
of
their
marketing
efforts
from
conventional
(top
down)
points
and
medals
seeking
to
pursue
a
new
(bottom
up)
B2C14
approach,
directly
engaging
consumers
and
taking
special
care
of
all
possible
opinion
leaders
and
trendsetters
to
get
those
"referrals
by
a
trusted
source"15,
arguably
the
best
recommendations
one
could
win
for
his
products.
.
reflect
that
Parker
scores
are
still
influential
in
setting
pricing"
(Liv-‐Ex,
Dec
2010).
13
This
is
said
bearing
in
mind
that
less
than
ten
per
cent
consumers
(with
great
purchasing
power)
can
be
economically
significant.
14
B2C=
Business
to
Consumers
15
p.1,
Scott
Stratten,
Unmarketing.
Stop
marketing.
Start
engaging
Page 9 of 15
10. Wine
MBA
2010/2011
Wine
Economics
Essay
Bibliography
-‐Robert
T.
Hodgson,
An
Analysis
of
the
Concordance
Among
13
U.S.
Wine
Competitions[Online],
Availableat:http://www.wineeconomics.org/journal/content/Volume4/number1/Full%20
Texts/1_wine%20economics_vol%204_1_Robert%20Hodgson.pdf
[Accessed
21
December
2010].
-‐Kramer,
M.,
2010.
,
On
Wine,
New
York,
Sterling,
p.
73.
-‐Live-‐Ex
Market
Report,
December
2010,
[Online],
Available
at:
http://www.fairmonthk.com/userfiles/1291959468.pdf
[Accessed
21
December
2010].
-‐S.
Mueller, Larry Lockshin, Jordan Louviere, Leigh Francis, Patricia Osidacz,
How
does
shelf
information
influence
consumers’
wine
choice?
,[Online],
Available
at:
http://www.winepreferences.com/resources/page59/files/page59_1.pdf
[Accessed
21
December
2010].
-‐SAQ
B2B,
2010,
Annual
Report
[Online],
Available
at:
http://marketing.globalwinespirits.com/SAQ_B2B/2010_Annual_Report.pdf
[Accessed
21
December
2010].
-‐SAQ
B2B,
2010,
List
of
magazines,
contests,
Notoriety
criteria
[Online],
Available
at:
http://marketing.globalwinespirits.com/SAQ_B2B/Politique%20et%20Normes/Listofmag
azines_contests_Notoriety_criteria_PMP_2008.pdfhttp://marketing.globalwinespirits.com/[
Accessed
28
December
2010].
-‐SAQ
B2B,
2010,
Policy
and
Standards,
Call
for
tenders
[Online],
Available
at:
http://www.saq-‐b2b.com/wx/en/MAIN.SAQ_INDEX_PAGE_PREP
[Accessed
21
December
2010].
-‐Stratten,
S.,
2010.
,
Unmarketing.
Stop
marketing.
Start
engaging,
New
Jersey,
Wiley,
p.
1-‐3.
-‐Trendwatching,
Eleven
crucial
consumers
trends
for
2011
[Online],
Available
at:
http://www.trendwatching.com/briefing/
[Accessed
21
December
2010].
-‐Vinography.com,[Online],Available
at:http://www.vinography.com/archives/2009/09/gold_medals_do_not_mean_good_w.ht
ml
[Accessed
21
December
2010].
-‐B.
Zacharkiw,
A
Christmas
wish:
Treat
us
like
adults,
[Online],
Available
at:
http://www.montrealgazette.com/columnists/Bill_Zacharkiw.html
[Accessed
24
December
2010].
Page 10 of 15
11. Wine
MBA
2010/2011
Wine
Economics
Essay
Addendum
1,
Types
of
medals,
medal
shape
awards,
points
and
seal
of
approval.
Picture
1,
from
left
to
right,
1-‐Official
(selected)
wine
for
the
AVP
event,
2-‐Gold
medal,
3-‐Medal
shape
points
Page 11 of 15
12. Wine
MBA
2010/2011
Wine
Economics
Essay
Addendum
1,
Picture
2,
string
of
medal
shaped
high
scores
(Scores
from
Wine
Spectator).
Page 12 of 15
13. Wine
MBA
2010/2011
Wine
Economics
Essay
Addendum
2:
Facsimile
of
the
questionnaire
submitted
to
SAQ
students
of
Cycle
I
wine
appreciation
course
Nous conduisons une recherche académique, sans aucun but commercial, sur vos connaissances en
début de session et votre choix de vins actuel.
Nous vous remercions pour le temps que vous consacrerez à compléter ce questionnaire
A.
Par
rapport
au
vin,
quel
est
le
niveau
de
vos
connaissances
actuelles?
SVP
indiquez
votre
degré
d’accord
ou
de
désaccord
avec
les
propositions
suivantes
:
Pas
du
Neutre
Tout
à
tout
fait
d’accord
d’accord
1.
Je
connais
peu
le
vin,
mais
j'aimerais
1
2
3
4
5
mieux
le
connaitre,
c'est
pourquoi
je
suis
ce
cours.
2.
Je
m'y
connais
bien
et
je
m'y
intéresse
1
2
3
4
5
depuis
quelques
années
déjà.
3.
J'aime
le
vin
et
j'en
parle
dans
mon
1
2
3
4
5
milieu,
j'aime
communiquer
mon
enthousiasme
à
ma
famille,
à
mes
amis,
à
mes
collègues
de
travail
aussi.
B.
Indiquez
votre
degré
d’accord
ou
de
désaccord
avec
les
propositions
suivantes
:
Pas
du
Neutr
Tout
à
tout
e
fait
d’accord
d’accord
1.
Le
vin
a
une
place
importante
dans
1
2
3
4
5
ma
façon
de
vivre
2.
J’ai
plaisir
à
consommer
du
vin
1
2
3
4
5
3.
Goûter
le
vin
sur
le
lieu
d’achat,
c’est
1
2
3
4
5
important
pour
me
décider
à
l'acheter
C
J’achète
du
vin
:
1
Rarement
2
Une
fois
par
semaine,
au
moins
3
Une
à
deux
fois
par
mois
4
Moins
d’une
fois
par
mois
Page 13 of 15
14. Wine
MBA
2010/2011
Wine
Economics
Essay
D
Je
consomme
du
vin
:
1
Plus
souvent
qu’une
fois
par
semaine
2
Une
fois
par
semaine
ou
moins
souvent
3
Seulement
lors
d’occasions
exceptionnelles
E.
Comment
choisissez-vous
vos
vins
?
La
dernière
fois
que
j’ai
acheté
du
vin,
Pas
du
Neutre
Très
je
l’ai
acheté
parce
que:
tout
important
important
1
Il
y
avait
une
promotion
en
magasin
1
2
3
4
5
2
A
cause
du
cépage
1
2
3
4
5
3
Il
y
avait
des
informations
sur
le
rayon
1
2
3
4
5
(pastilles
de
goût).
4
A
cause
de
la
région
d’origine
1
2
3
4
5
5
Un
degré
d’alcool
en
dessous
de
13%
1
2
3
4
5
6
Il
m’a
été
recommandé
1
2
3
4
5
7
Il
permettait
un
bon
accord
avec
mes
1
2
3
4
5
mets
8
A
cause
des
indications
sur
la
contre
1
2
3
4
5
étiquette
(endos)
9
C’est
un
vin
que
je
connaissais
déjà
1
2
3
4
5
10
Il
avait
une
médaille
1
2
3
4
5
11
L’étiquette
était
attirante
1
2
3
4
5
12
A
cause
de
la
marque
1
2
3
4
5
13
Il
avait
la
mention:
produit
écologique
1
2
3
4
5
Budget
d'achat
F.
Combien
seriez-‐vous
prêt(e)
à
payer
au
maximum
pour
une
bouteille
de
vin
pour
un
repas
normal
à
la
maison:
0
$10
15
20
25
30
35
40
45
$60
ou
plus
Ou
bien
:
F1
Je
n’achète
pas
de
vin
pour
des
repas
normaux
à
la
maison
G.
Combien
seriez-‐vous
prêt(e)
à
payer
au
maximum
pour
une
occasion
spéciale
ou
un
cadeau
0
10
15
20
25
30
35
40
45
$60
ou
plus
Ou
bien
G1
Je
n’achète
pas
de
vin
pour
ce
type
d’occasion
Page 14 of 15
15. Wine
MBA
2010/2011
Wine
Economics
Essay
H
Je
suis:
1.
un
homme
2.
une
femme
K
Mon
groupe
18-‐24
25-‐40
41-‐54
55-‐64
Plus
de
64
d'âge:
1.
2.
3.
4.
5.
L
Comment
voyez
vous
votre
avenir
(après
ce
cours)
comme
consommateur
de
vin
?
SVP,
choisissez
la
proposition
qui
vous
concerne
et
indiquez
votre
degré
d’accord:
Pas
du
Neutr
Tout
à
tout
e
fait
d’accor d’accor
d
d
1.
Mon
but
est
de
boire
mieux
mais
pas
1
2
3
4
5
plus.
Je
vais
acheter
des
bouteilles
de
vin
plus
chères,
quitte
à
en
acheter
moins
pour
respecter
mon
budget.
Je
ne
tiens
pas
à
dépenser
davantage.
2.
Mon
but
est
de
boire
mieux
et
plus
1
2
3
4
5
varié.
Maintenant
que
je
connais
ma/mes
Pastille(s)
de
goût,
je
vais
explorer
davantage
mais
pas
dépenser
plus
par
bouteille.
3.
Mon
but
est
de
boire
mieux,
plus
1
2
3
4
5
souvent,
et
à
l'aide
de
mes
nouvelles
connaissances
faire
de
nouvelles
découvertes,
soigner
les
accords
mets
et
vins,
acheter
des
bouteilles
plus
dispendieuses.
Mon
budget
consacré
au
vin
va
certainement
augmenter,
c'est
inévitable.
M
:
SVP
encercler
a,
b
ou
c
a)
je
préfère
le
vin
blanc,
b)
je
préfère
le
vin
rouge,
c)
j'aime
également
les
deux.
Page 15 of 15