262 case study Tasmania wine 178516; 178779

Tasmanian wine: Best served with a unique cultural experience

Emily 178516 and Ben 178779

2014-9-26

Overview

• Tasmania wine producers provide combination of premium wine, gourmet food, art and music concert to fulfill consumers’ psychological needs.

• Succeed in expanding cultural experience

• The enriching experiences bring more kinds of consumers to the cellar door and relationships which are built inside the cellar door ensure consumers to come back.

http://vimeo.com/87744164

case study question 1

1.Power 2.Acheivement 3.Hedonism4.Stimulation5.Self-direction 6.Universanism7.Benevolence8.Tradion9.Conformity10.Security

Outline the characteristics of wine connoisseurs, art enthusiasts, music lovers and fine food fanatics. What common values do they all share?

Ten differnent types of values

The characteristics of these individual focus majorly on quality over quantity

Hedonism,passion, High involvement Pleasure seeking &self gratifying

wine connoisseurs art enthusiasts

music lovers fine food fanatics

Case study question 1

What types of physiological needs and psychological needs do consumers satisfy when consuming wine and cultural experiences?

Food: Food produce and food tasting

Rest: Wine tasting and weekend away

Maslow believed that these need must first be met to then live a happy and fulfilled life

Case study question 2

Physioloical Needs

Case study question 2

Psycological Needs

High income earners, university-educated and are more mature-aged. Expand their knowledge and experience

Social interaction , influence these consumers, their friend make them consume in this part, birds of a feather flock together.

Prestige in the group

The dynamic nature of motivation: wine producers identify its consumers desire for psychological needs, and physiological needs of most wine consumers are already satisfied.

Maslow’s Theory:

• safe and security needs—knowledge need: creating history gallery to appeal consumers who have a keen thirsty for knowledge

• love and belonging needs: hosting club to appeal consumers who desire social needs, love and belonging

Case study question 3Using motivation theory, explain how Tasmanian wine producers influence consumer behaviour.

• Status and reputation needs: providing premium Tasmania wine, good food and famous music concerts to fulfill consumers’ status and reputation needs

Case study question 3

•Self-fulfillment needs: different art exhibition, kinds of music concerts and multiple theme festival provided by wine producers to attract people who desire self-fulfillment needs

Emotional motives: At the cellar door, combination of art exhibition, spectacular scenery, good music and premium wine create a great ambience which can be considered as a motive trigger for consumers.

Case study question 3

Cognitive arousal: Wine producers also launched series of print advertisement within music radio and vineyard pictures to lead consumers to a cognitive awareness of needs.

Case study question 4

• Seasonal and gourmet food tasting festival

• Wine classes

• Theme package

• Discount package for accommodation and flights

• Festival activities

• Make their own wine or make special wine for someone else; customers can get this special wine in the future

Thanks