This document discusses the characteristics and shared values of wine connoisseurs, art enthusiasts, music lovers, and food fanatics. It outlines that they are eager to learn, pursue self-enhancement, have disposable income, leisure time, and enjoy social interaction. Their shared values include openness to change and self-enhancement. The document also discusses how wine and cultural experiences satisfy consumers' psychological and physiological needs beyond basic needs by connecting emotionally and fulfilling goals, desires, and knowledge. It analyzes how Tasmanian wine producers motivate consumers using experiences, visual gratification, emotional connection, and enriching cultural activities to fulfill social, esteem and self-actualization needs.

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)