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.