Case 3.1 Tasmanian Wine: Best Served with a Unique Cultural Experience
1. BMA262|Case Study 3.1
Natalie Reid|123849 & Elizabeth Ruthven|158126
Question 1: Outline characteristics of wine
connoisseurs, art enthusiasts, music lovers and
food fanatics.
What common values do they all share?
2. Wine connoisseurs
Art enthusiasts
Music lovers
Fine food fanatics
• Eager to learn about production
• Actively pursue self enhancement
• Have ready disposable income
• Have sufficient leisure time
• Enjoy social interaction
• With friends of similar ages (65%)
• With similar education (57%)
• Similar ethnic background (73%)
3. What common values
do they all share?
Internal beliefs and values guide behaviour, and
are relatively enduring, and can apply to most situations
Ten Values most relevant to Australians (Schwarz/Feather)
Achievement Benevolence
Power Universalism
Hedonism Conformity
Stimulation Security
Self-Direction Tradition
Aligned to
OPENESS TO CHANGE & SELF
ENHANCEMENT
Aligned to
SELF-TRANSCENDENCE & CONSERVATION
4. Question 2: What types of physiological and
psychological needs do consumers satisfy when
consuming wine and cultural experiences?
• Wine and culture go beyond fulfilling the basic
needs of consumers:
o Connects emotionally
o Goals and desires
o Personal and subjective
• Motivated by hedonistic desires:
o Experiences
o Visual Gratification
o Knowledge
5. Hierarchy of Needs
Maslow’s Basic Hierarchy
of Needs
Wine Lover’s Hierarchy of
Needs
6. Hierarchy of Needs
• Social Needs
– Belonging, affection, acceptance and friendship.
– Communities, committees and clubs
• Esteem Needs
– Ego; self-esteem, achievement, independence and recognition
from others
– Rise above their peers, attain extra knowledge; leadership
positions, author blogs
• Self-Actualisation
– Self-fulfillment; desire to reach their full potential
– “Expert”; become an authority on the subject matter
– Expects praise for their efforts
7. Question 3: Using motivation theory, explain
how Tasmanian wine producers influence
consumer behavior.
8. Tasmanian Wine
Consumer
Motivation
• Motivated by social, esteem and self-actualization
needs.
– Hedonistic/Self-gratifying
– A desire for pleasure.
• High level of consumer involvement.
– Not simply the product
• Situational
• Environmental
– Emotional connection
9. How are Tasmanian
wine producers using
this to their advantage?
• Visually pleasing premises and locations.
– Wineries and cellar door establishments.
• Create an enriching experience.
– Connection with culture
• e.g. Wine tastings, tours, art galleries, museums, live music,
festivals.
10. Question 4: Given the profile of the cultural consumer you have
discussed in question 1, what other experiences could wine
producers offer at their cellar door to attract cultural consumers?
• Focus on quality, exclusivity, personal referral
• Represent quality with sophisticated language, established brand names, store reputation,
familiar trademarks, high prices
• Be aware that consumers use products, brands, services as validation of personal taste (or
“cultural capital”)
• Basic need is for the product (wine). Wine producers can
promote acquired needs: matching wine to food, providing
relaxing entertainment to accompany consumption
• Cultural activities at wineries extend “dwell time”
• Targeted segments should meet winery objectives and resources
• Producers can promote collaboration within geographical clusters
11. Cellar Door Ideas
• Wine tasting, chauffeured tours
• Wine club, personalised emails
• Tours of winery and vineyard
• Concerts in barrel rooms or barns
• Outdoor summer concerts with picnic facilities
• Art exhibitions in a winery
• Wine matched menus with chef demonstrating
• Cooking classes in winery restaurant
• Co-planting seasonal gardens in vineyards
12. What other products
could benefit from
linking to the cultural
consumer?
• Tasmanian cheese served at wine tastings
• Oyster farm tours combined with wine tasting
• Tasmanian Casaveen wool garments for sale at wineries
• Country culture/sheep shearing combined with barbecue/wine
service
• Cruise ship passengers visiting vineyards
• Tasmanian Wine List Awards for restaurants
• Outdoor art classes at vineyards
• Farm accommodation at vineyards
• Airport connections to vineyards
• Venue hire for functions and celebrations
• Showcase new season’s white wines (18-19 Oct Princes Wharf)
