1. BMA262|Case Study 3.1Natalie Reid|123849 & Elizabeth Ruthven|158126Question 1: Outline characteristics of wineconnoisseurs, art enthusiasts, music lovers andfood fanatics.What common values do they all share?

2. Wine connoisseursArt enthusiastsMusic loversFine food fanatics Eager to learn about production Actively pursue self enhancement Have ready disposable income Have sufficient leisure time Enjoy social interaction With friends of similar ages (65%) With similar education (57%) Similar ethnic background (73%) 3. What common valuesdo they all share?Internal beliefs and values guide behaviour, andare relatively enduring, and can apply to most situationsTen Values most relevant to Australians (Schwarz/Feather)Achievement BenevolencePower UniversalismHedonism ConformityStimulation SecuritySelf-Direction TraditionAligned toOPENESS TO CHANGE & SELFENHANCEMENTAligned toSELF-TRANSCENDENCE & CONSERVATION 4. Question 2: What types of physiological andpsychological needs do consumers satisfy whenconsuming wine and cultural experiences? Wine and culture go beyond fulfilling the basicneeds of consumers:o Connects emotionallyo Goals and desireso Personal and subjective Motivated by hedonistic desires:o Experienceso Visual Gratificationo Knowledge 5. Hierarchy of NeedsMaslows Basic Hierarchyof NeedsWine Lovers Hierarchy ofNeeds 6. Hierarchy of Needs Social Needs Belonging, affection, acceptance and friendship. Communities, committees and clubs Esteem Needs Ego; self-esteem, achievement, independence and recognitionfrom others Rise above their peers, attain extra knowledge; leadershippositions, author blogs Self-Actualisation Self-fulfillment; desire to reach their full potential Expert; become an authority on the subject matter Expects praise for their efforts 7. Question 3: Using motivation theory, explainhow Tasmanian wine producers influenceconsumer behavior. 8. Tasmanian WineConsumerMotivation Motivated by social, esteem and self-actualizationneeds. Hedonistic/Self-gratifying A desire for pleasure. High level of consumer involvement. Not simply the product Situational Environmental Emotional connection 9. How are Tasmanianwine producers usingthis to their advantage? Visually pleasing premises and locations. Wineries and cellar door establishments. Create an enriching experience. Connection with culture e.g. Wine tastings, tours, art galleries, museums, live music,festivals. 10. Question 4: Given the profile of the cultural consumer you havediscussed in question 1, what other experiences could wineproducers offer at their cellar door to attract cultural consumers? Focus on quality, exclusivity, personal referral Represent quality with sophisticated language, established brand names, store reputation,familiar trademarks, high prices Be aware that consumers use products, brands, services as validation of personal taste (orcultural capital) Basic need is for the product (wine). Wine producers canpromote acquired needs: matching wine to food, providingrelaxing entertainment to accompany consumption Cultural activities at wineries extend dwell time Targeted segments should meet winery objectives and resources Producers can promote collaboration within geographical clusters 11. Cellar Door Ideas Wine tasting, chauffeured tours Wine club, personalised emails Tours of winery and vineyard Concerts in barrel rooms or barns Outdoor summer concerts with picnic facilities Art exhibitions in a winery Wine matched menus with chef demonstrating Cooking classes in winery restaurant Co-planting seasonal gardens in vineyards 12. What other productscould benefit fromlinking to the culturalconsumer? Tasmanian cheese served at wine tastings Oyster farm tours combined with wine tasting Tasmanian Casaveen wool garments for sale at wineries Country culture/sheep shearing combined with barbecue/wineservice Cruise ship passengers visiting vineyards Tasmanian Wine List Awards for restaurants Outdoor art classes at vineyards Farm accommodation at vineyards Airport connections to vineyards Venue hire for functions and celebrations Showcase new seasons white wines (18-19 Oct Princes Wharf)