Study of the polysemic term of minerality in wine: Segmentation of consumers based on their textual responses to an open-ended survey.

摘要: Abstract Over the past 20 years, word “minerality” has been increasingly used in description of wines. However, a precise definition concept minerality appears to be inexistent, and no consensual meaning, even among wine professionals, can identified. Although this usage seems spread out from professionals consumers, research on what consumers assume about is scarce. This paper aims study various concepts held by using an open-ended questionnaire. A total 1697 French-speaking responded online survey their free answers were analysed statistical textual methods. The clustering around latent variables (CLV) method was used, taking into account both lexicon personal characteristics classify them. Word associativities then computed means renormalized Markov associativities, generating networks associated each group, as well consumers. Typically, most inexperienced confess have never heard wine. Then, young women, also endowed with little competences, mainly associate mineral ions those found bottled water. Slightly older embed idea terroir. Finally, experienced refer sensory perceptions such gunflint or acidity. Those findings are consistent lexical innovation process, diffusing referring kingdom (as opposed animal vegetal), aiming stress that style wines changed towards more subtlety. Beyond specific issue investigated paper, methodology (CLV approach conjunction associativities) demonstrates its ability generate informative clusters networks, highlighting cores prototypical sentences, apt investigate meaning new concepts.