Download - 262 case study Tasmania wine 178516; 178779
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Tasmanian wine: Best served with a unique cultural experience
Emily 178516 and Ben 178779
2014-9-26
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Overview
• Tasmania wine producers provide combination of premium wine, gourmet food, art and music concert to fulfill consumers’ psychological needs.
• Succeed in expanding cultural experience
• The enriching experiences bring more kinds of consumers to the cellar door and relationships which are built inside the cellar door ensure consumers to come back.
http://vimeo.com/87744164
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case study question 1
1.Power 2.Acheivement 3.Hedonism4.Stimulation5.Self-direction 6.Universanism7.Benevolence8.Tradion9.Conformity10.Security
Outline the characteristics of wine connoisseurs, art enthusiasts, music lovers and fine food fanatics. What common values do they all share?
Ten differnent types of values
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The characteristics of these individual focus majorly on quality over quantity
Hedonism,passion, High involvement Pleasure seeking &self gratifying
wine connoisseurs art enthusiasts
music lovers fine food fanatics
Case study question 1
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What types of physiological needs and psychological needs do consumers satisfy when consuming wine and cultural experiences?
Food: Food produce and food tasting
Rest: Wine tasting and weekend away
Maslow believed that these need must first be met to then live a happy and fulfilled life
Case study question 2
Physioloical Needs
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Case study question 2
Psycological Needs
High income earners, university-educated and are more mature-aged. Expand their knowledge and experience
Social interaction , influence these consumers, their friend make them consume in this part, birds of a feather flock together.
Prestige in the group
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The dynamic nature of motivation: wine producers identify its consumers desire for psychological needs, and physiological needs of most wine consumers are already satisfied.
Maslow’s Theory:
• safe and security needs—knowledge need: creating history gallery to appeal consumers who have a keen thirsty for knowledge
• love and belonging needs: hosting club to appeal consumers who desire social needs, love and belonging
Case study question 3Using motivation theory, explain how Tasmanian wine producers influence consumer behaviour.
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• Status and reputation needs: providing premium Tasmania wine, good food and famous music concerts to fulfill consumers’ status and reputation needs
Case study question 3
•Self-fulfillment needs: different art exhibition, kinds of music concerts and multiple theme festival provided by wine producers to attract people who desire self-fulfillment needs
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Emotional motives: At the cellar door, combination of art exhibition, spectacular scenery, good music and premium wine create a great ambience which can be considered as a motive trigger for consumers.
Case study question 3
Cognitive arousal: Wine producers also launched series of print advertisement within music radio and vineyard pictures to lead consumers to a cognitive awareness of needs.
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Case study question 4
• Seasonal and gourmet food tasting festival
• Wine classes
• Theme package
• Discount package for accommodation and flights
• Festival activities
• Make their own wine or make special wine for someone else; customers can get this special wine in the future
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Thanks