The Tasmanian Wine Industry - Consumer Behaviour Presentation
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Transcript of The Tasmanian Wine Industry - Consumer Behaviour Presentation
The Tasmanian Wine Industry
Jeffrey Wang, Nina Barnett, Annika Hugo
Wine connoiseurs, art enthusiasts, music lovers and fine food fanatics
● university-educated, mature-aged and high-income earners.
● high-involvement activities - beyond utilitarian needs.
● wine not just an activity in itself - also the environment etc.
● thirst for knowledge.
Satisfying needs with wine and cultural experiences
● Maslow’s hierachy of needs - physiological needs are ‘low’.
● ‘Acquired needs’ are needs that we learn in response to our culture or environment.
● higher level needs - ‘ego needs’
‘Ego needs’● social needs
● ego needs● self-actualisation
Satisfaction● certain market
segments naturally excluded
● combination of wine and culture - pleasure and a larger target market
● bundling - value-add and meet hedonistic needs of consumers.
Motivation Theory
Motivation is described as the driving force within individuals that impels them to action. ● Produced by a tension that
exist as a result of unfulfilled needs
● Positive VS NegativeFive Star HotelVSFitness Club
● Hedonistic ● Motivated by
positive desire
● Rational------------select on objective criteria● Emotional-----------------------select on subjective criteria● High psychological need
● actively advertise the cultural winery experience to travel agents and the target market
➢ Unique location, whether, convict heritage
● focus on the quality, exclusivity and the prestige of the brand and region of the product
Josef Chromy, a winemaker in the north of Tasmania, hosts the ‘Day on the Green’, which attracts lovers of music and the outdoors for a picnic outside whilst experiencing exclusive Josef Chromy wine and food
● Attract potential consumers● Add motivation
Attracting the cultural consumer
● What do they value? ○ High-involvement experiences
➢ Value-adding at the cellar door. ○ A naturalistic approach
➢ Local produce and process involvement.○ Novelty and separation from work
➢ Art, music, fashion
● Honing in on the production process and getting back to nature.
● Product offerings:➢ Cooking classes, accommodation, wedding
receptions, corporate and other functions, gallery, restaurant.
Red Feather Inn
A novelty experience● Art prize.● Music festival eg. Josef Chromy - Day on the
Green.● Fashion show - showcasing local Tasmanian
products.● Networking events - businesses.● Health appeals - promoting health benefits
and experiences involving activity.
The Royal Tasmanian Botanical Gardens
● Performing arts➢ Play performances in the
gardens eg. Shakespeare. ● Outdoors/nature
➢ Garden classes, plant sales and information days, self-guided tours.
● Music➢ Band performances.
● Family➢ Community
festivals, children story time, picnics.