摘要：The aim of this study is to identify if consumers’ knowledge about wine is a factor which contribute to change wine appreciation. A consumer survey was carried-out in France in 2014 with 407 consumers. The test was focusing on sensory evaluation of 37 red wines from Bourgogne. Two ways of evaluation were used visual and smell-&-taste evaluation. This was done first, without any information about sample, second, with information about wine. Consumers were asked to fill-in questionnaire focusing on their knowledge about wine. The results are significant whatever the way of evaluation used. Some participants were heavily influenced by the information displayed and they modified their note positively. Connoisseur and Expert clusters appreciate more the wines tasted than Amateur or Novice ones. Information and gender have a significant impact on appreciation of Burgundy red wines.
关键词：Consumer perception; Knowledge; Red wines; Clustering
