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Tasmanian Wine-Consumer Behaviour

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Swetha Sundar

on 11 March 2015

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Transcript of Tasmanian Wine-Consumer Behaviour

What the theory of motivation tries to do is explain and predict who has which wants/needs.
Tasmania has developed its reputation has a premium wine destination.

It is also seen as a place where consumers lose themselves in a world quite different from home.

Cellar Doors and Wineries have an integral role to play in food & beverage marketing.

In Tasmania, wine producers are using consumer behavior knowledge to expand the range of cultural experiences

Drinking premium wine, consuming fine food and attending cultural events is a logical mix of products and experiences, targeting particularly the middle aged, educated and high market income market segment.

Tasmanian Wine: Overview of the Case Study

Question 3:
Using motivation theory, explain how wine producers influence consumer behavior.
Case Study Questions
Question 1: Outline the characteristics of wine connoisseurs, art enthusiasts, music lovers and fine food fanatics. What common values do they all share?


In 2011, Australia consumed 455 million litres of wine, which is equivalent to 20.1 litres per person. This level of consumption is slightly lower than the 5 year average of 20.4 litres per person.

As of today, Tasmania alone has 81 cellar door outlets and 322 wineries.

By Valencia, Mok, Swetha & Ivan

Tasmanian Wine: Best served with a unique cultural experience

What common values
do they all share?

Wine Connoisseurs
Wine Experts who can distinguish and discriminate between the different wines based on the appearance, smell, grade and taste.

Music lovers

A person who understands and appreciates music and is willing to explore many different genres of music.

Art Enthusiasts

People who view art as more than just piece of painting. They analyze and look into the abstract meanings behind the artwork.
People who love to explore the different dishes from different cuisines. They also expect perfect ambience, classy music, high quality of food.
Fine Food Fanatics

Self Esteem

Question 2:
What types of physiological needs and
psychological needs do consumers satisfy when consuming wine and cultural experiences?

Overview of Case Study
4 Case Study Questions

Some of the main needs of consumers...
Cognitive Awareness
Love & Belonging
Safety & security needs
Emotional Motives
Self Actualization
Status and Reputation needs

Question 4: Experiences offered at the cellar doors to attract cultural customers.
Spa Services

Cooking Classes

Wine Pairing

Blind Tasting

Question 4:
Products that could benefit from linking to the cultural consumers.
Wine producers target these needs and position their wines in a manner that motivates their consumers
The understanding of consumer needs and wants allows for perfect marketing strategies

The combination of different products allows for enriching experience for consumers

Strengthens consumer loyalty and develops an emotional bond between producers and consumers

Thank you!
Swetha, Valencia, Mok, Ivan
Full transcript