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Wine Consumer Behaviour

In: Other Topics

Submitted By liubaoyu
Words 2434
Pages 10
1. Executive Summary
This report details the finding of the wine industry and the cultural consumers that visit Tasmania. The needs and wants of wine consumers are constantly changing, therefore, in order to understand consumers, a thorough research has been done.
Four main types of cultural consumers will be discussed, which are the wine experts, art enthusiasts, music lovers and fine food activists. Although they have different interests, they share a few traits in common.
Next, Maslow’s Hierarchy of needs is discussed to further understand the different needs that consumers have to satisfy. Following those analysis, the cultural experiences that Tasmanian wine producers can offer, strategies to enhance and products that could benefit in the long run will be touched on.
2. Introduction
2.1 Background of the Tasmania & its Wine Industry
Tasmania, is one of the smallest yet most distinctive state in Australia and is situated in the southern part. Tasmania, otherwise known as the cool climate wine producing region, houses over 160 individual licensed wine producers
To date, the Tasmanian wine industry has been recognized globally for being the main producer of cool climate wines, which still has great potential for growth and is the peak body for its winemakers and grape growers. (Wine Tasmania, 2015).
2.2 Purpose of the Study
In the proposed study, a research is carried out to find out what wine consumers and cultural consumers have in common and the desires they have when it comes to consuming wine; such as values, types of needs and how they are motivated. This enables a better understanding on why wine consumers choose Tasmanian wine over others. Therefore, the purpose of the study is to find out the factors that attracts consumers in consuming Tasmanian wine.
2.3 Importance of the Study
For the Tasmanian wine producers to satisfy cultural…...

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