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Tasmanian Wine-Consumer Behaviour
Transcript of Tasmanian Wine-Consumer Behaviour
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
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?
DID YOU KNOW ?
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 Experts who can distinguish and discriminate between the different wines based on the appearance, smell, grade and taste.
A person who understands and appreciates music and is willing to explore many different genres of music.
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
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...
Love & Belonging
Safety & security needs
Status and Reputation needs
Question 4: Experiences offered at the cellar doors to attract cultural customers.
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
Swetha, Valencia, Mok, Ivan