Unit Code: BUS 273
Unit Name: Consumer Behaviour
Assesment Due Date: 12/10/14
Topic: Tasmanian Wine: Best served with a unique culture expriences
Group: 2B
Group members: No. | Name | Student no. | 1. | Lee Hui Ying | 32337533 | 2. | Lim Xin Yi | 32437133 | 3. | Tee Xin Hui | 32518241 | 4. | Ong Zhong Wei | 32583445 | 5. | Terence Tong Wei Ze | 32510213 |

Lecturer: Julian

Content Pages | No. | Content | Pages | 1. | Excutive Summary | 3 | 2. | Introduction | 3 | 3. | Concept of Values | 4-5 | 4. | Needs | 5-8 | 5. | Motivation | 8-9 | 6. | Cultural Expriences | 8-13 | 7. | References | 14 |

Executive Summary
This report was commissioned to examine how Tasmania wine uses cellar door experience to influence consumer behaviour.
The report draws attention to the outline of the characteristic of wine connoisseurs, music lovers, food lovers and art enthusiasts, what common value do they share. When consuming wine and experiencing cultural enrichment, how does an individual satisfy his or her physiological and psychological needs. By providing cellar door experience how does Tasmania wine influence consumer behaviour.
Given the characteristic of cultural consumer it is recommended to consider collaborating with luxury brand such as BMW and Mont Blanc that share the same theme of art, food, music.
Introduction
Tasmanian wine production is located in the Australia state of Tasmania. It is located towards the south of Australia. In comparison with other country that produces wine, Tasmanian is a cooler temperature country and has potential to produce unique wines. Besides having a cooler temperature and potential to produce Tasmanian wine, it also produces many food and beverages due to the reliable rainfall, fertile soils and long growing seasons.
Tasmania has been producing quality and quantity wines for the past decades. As of the current year, there are 160 licensed wine producers, 230 individual vineyards, 90 cellar door outlets and 1500 hectares under Vine in Tasmanian. Tasmanian wine has been in the global trend for cool-climate wines. Prices of Tasmanian wine are increasing in the established market of United Kingdom, United States of America, Canada, Scandinavia, Hong Kong and Singapore.
Tasmanian wines are known for a good balance of fruit flavour and their high nature acidity that make it age well. Figure 1.1 Shows the process of Wine production
Concept of values
Concept of values is dynamic. A concept of values measures the benefits that gained from a product and provided service. Every individual has their very own needs and with all these needs it will turn into motive. Value also plays an influential part in a person’s behaviour, attitude, personality, goals, needs and a guideline in all the situations. With these values mentioned above, it guides and lead individual to achieve their goals and needs. It also form up a person’s value system. Individual has their own and unique system.

Here are some findings of the characteristics and values the art, music and fine food consumers. Several factors that conclude their characteristics are personal, psychological, social and cultural (culture) factors. Points that contributes to the personal factors are the age and life cycle stage, personality, education level, occupation, economic situation, income and lifestyle. As for social factors it consists of social class, reference group and family. Cultural (culture) factors will be the consumer’s culture, consumer’s subculture and buyer’s social class. When an individual has a higher education level, they will strive to have a higher income and a job with status. The fact that in this economic when an individual earns more they will tend to have a more luxurious life and spend more in interest that they desire. The cultural customers shared common values. People set goals based on their values and they select different ways that they know that it will help to achieve the goals. These goals act as a motivator.

The needs and goals of Tasmanian wine consumers
Goal hierarchy for Tasmanian wine consumers (Abbreviated)
There are 3 different levels for goal hierarchy. The first level is the action that they need to take to achieve the goal at the second level and the third levels are the outcomes that they will achieve through the goal.

The wine consumers feel good indulging themselves with their interest. In the process of finding Tasmanian wine that suits their own taste and personality, they gain knowledge and new experiences. They are keen trust for knowledge at any level of demographics, be it age or gender. Gaining knowledge thru such trips it leads to four other factors which is happiness, sense of achievement, increase self-esteem and social acceptance, as per mentioned earlier on be accepted by the social class, friends or family members that helps to achieve affiliation needs. Having the sense of achievement, it helps them to achieve their achievement needs too. Wine connoisseurs, art enthusiasts, music lovers and fine food fanatics are people who are self-esteem orientated, during the process of learning new things and gaining new experience, it increases self-esteem.

Besides the common values above, they are willing to travel and spend more money just for their interest. Secondly, as mentioned earlier, values measures the benefits that gained from a product and provided service, they also desire better experience which consists of good services by the server, great surrounding ambience, good quality products or environment. They are motivated by the pleasure they received from products and services.

Types of physiological needs and psychological needs that consumers satify when consuming wine and cultural experiences
One of the most well-known theories of human motivation was developed by Abraham Maslow. His theory interpreted how consumer goods and services can be recognized as satisfying different levels of needs of consumers. There is five basic levels of human needs, which rank in order of importance from low level need to higher level needs. The lowest level of unsatisfied need that consumer experiences serves to motivate their behaviour. When that need is well satisfied then a new and higher level will be emerged.

Maslow’s hierarchy of needs
In the hierarchy of needs theory, the first and most basic needs is physiological. These needs, which are required to sustain biological life, include food, water, air, shelter, clothing and all other biogenic needs were listed as primary needs for consumers.
Tasmanian wine producers use their knowledge to understand consumer behaviour and try to expand on what they offer. In fact, wine can be used as water to fulfil thirst. At the same time, the producers realised that Tasmanian wine’s consumers are mainly from middle aged, educated and high income market segment. Thus, the producers combine wines with food, art, music and shelter which continually motives the consumer behaviours for consuming Tasmanian wine. For example, Moorilla, one of the Tasmania’s wine industry combining art and wine, with music concert and a small antiquities museum. Consumer can tasting the wines while being entertained by music concert. In addition, Moorilla provided boutique apartments for visitors to sleep, eat, drink and visit the museum all within the MONA site. Clearly, Moorilla satisfied the consumers’ physiological needs which is shelter, water, food and warmth.
Tasmanian wines also satisfy consumers’ desire for pleasure, status and knowledge which is the psychological needs at the higher level. The wine market comprises a mix of consumers ranging from new wine drinkers to wine enthusiasts and connoisseurs. Wine connoisseurs enjoy consuming all things related to wines and they often purchase wines from producers. Connoisseurs represent an ideal customer to target and are typically high income earners, university-educated and are more mature-aged. They quite focus on art enthusiasts and social interaction. Cellar doors which providing cultural and art environment have a fundamental role to play in wine and also intimate friendship between the consumers. Connoisseurs share passion for art, music and wine within the cellars doors. This eventually reached the social needs and ego needs which is prestige. Besides that, consumers feel accomplished while socializing and wine tasting. Consumers able to enriching the experience with hedonistic products like the flavour complexities of a good bottle of wine, and the rich heritage of Tasmania. This continually achieved the self-actualization in Maslow’s hierarchy of needs.
Tasmanian wine with providing the cultural experience not only satisfied both physiological and psychological needs of consumers but also enhance the wine tasting experience. This eventually attract a wider range of consumers and tourists that have higher-order need and aspirations.

Motivation
Motivation is a driving (tension) force in a person that move them to do an action. When a person have an unsatisfied needs thus cause them to have an uncomfortable tension, to solve this tension that individual will be move to do an action to reduce this tension. This action is called drive reduction theory; satisfy the needs of the individual.
Needs
(Food, Drink)

Needs
(Food, Drink)

Drive reduction
(Eating, Drinking)

Drive reduction
(Eating, Drinking)

Drive
(Hunger, Thirst)

Drive
(Hunger, Thirst)

Every individuals have needs. Needs can be innate or acquired. Innate need are physiological that sustain biological life. Acquired need are needs an individual developed under his culture and environment.
All behaviour is goal oriented. Goals are the sought-after results of motivated behaviour. There are 2 type of goal generic goals and product-specific goals. A product-specific goal is a branded product that a person sees as a way to satisfy a need. As a wine marketer, they are concern with consumers’ product-specific goals.
Goals and need are interdependent. To understand what cultural/wine consumer seeks, need are classified into physiological and psychological needs. As stated earlier in the report, most cultural/wine consumer seeks to fulfil their self-actualization, self-esteem, social needs(psychological needs). By using this understanding Tasmania wine provided cellar door experiences such as providing vine yard visit, restaurant-quality food, artworks and music. Mixing these cultural activities fulfils not only the basic need, but also the psychological needs of cultural/wine consumer. Providing a place to gather wine connoisseurs, music lovers, food lovers and art enthusiasts this fulfil the social needs. Holding a glass of wine, attending music/art event enjoy restaurant by enjoying these activities these individual looks to be successful to fulfils their ego. Some individual who enjoy savouring a glass of great wine, enjoy music/food, likes art were satisfied by what Tasmania Wine can provide to fulfil their needs in Self-Actualization.
With the understanding of consumer needs, Tasmania Wine producer target consumer that are wine connoisseurs, music lovers, food lovers and art enthusiasts who seek cultural experiences and love wine.

Culture experience
Cultures are patterns, traits, and products considered with respect to a particular category, such as a field, subject, or mode of expression.
Culture experience means the gaining of knowledge through the culture events through involvements or exposure to that particular thing or event. Cultural experiences can be used on many different thing and events.
For example, people who love arts have certain knowledge on arts, appreciate them and wish to learn and know more about it and which they will go for different art exhibitions. These art exhibitions or events will allow them to gain more knowledge (e.g. Exhibition showcasing of famous artist artwork, bidding of art pieces) and enjoy at the same time which also means that they are experiencing the culture of art.
In this case, wine culture lovers travel from all different countries to seek experiences for their pleasure. They usually received satisfactions from the product itself. There are also ways to enhance the experiences. Tasmanian wineries and Vineyards hold different activities to go along with to embrace the culture experiences for the wine culture lovers and also further attract more customers. For example, they organized cultural events like holding various wine exhibitions, holding mini concerts with a few artists, wine tasting and offer winery tours. The wine producers are created more enriching experiences for the consumers.
While wine markers offer more varieties of events, there are still different reasons for different consumers to enjoy themselves.
Gerald Ellis – ‘wine should be enjoyed with one of all of the following: good company, food, good music, art and ambience’
For example, some consumers enjoy the wine when having good companion, thus, introducing more events and activities might attracts their companion and enjoy even though they are not wine lovers. All the activities expand the range of cultural experiences and make it more enjoyable one.
Wine marketers can also collaborate with other marketers to create events that may appeal to the wine cultural customers and might even attract the other cultural customers from different culture.
BMW
BMW Group is a German automobile, motorcycle and engine manufacturing company founded in 1917. They are now one of the ten largest car manufactures in the world. BMW Group owns BMW, MINI and Roll-Royce, making them possesses three of the strongest premium brands in the car industry.
BWM Group has supported over 100 innovative cultural collaboration worldwide for more than 40 year. They project the absolute freedom to achieve its full creative potential. The BMW Group places their main focus on its long-term commitment on modern and contemporary art, jazz and classical music as well as architecture and design.
Example of the commitment;
Classical Music And Jazz
BMW LSO Open Air Classics

The London Symphony Orchestra is one of the world´s leading orchestras and is remarkable due to their wide international touring programme and groundbreaking education and community programme. Aim to bring extraordinary music to a wider audience, the BMW Group and the London Symphony Orchestra have been in a new long- term partnership
Modern and Contemporary Art
BMW Art Car Collection
Since 1975, The BMW Group have collaborated with prominent artists from throughout the world have designed BMW automobiles of their times. There are seventeen exhibits created for the Art Car Collection until now. Inclusive of work by well known artist such Frank Stella, Roy Lichtenstein, Andy Warhol, A.R. Penck, David Hockney, Jenny Holzer and Olafur Eliasson. The Art Cars point towards the cultural and historical development of art, design, and technology. BMW Art Cars are acknowledged by numbers of museums and galleries throughout the world.

The US artist Jeff Koons reworked this BMW M3 GT2
Architect And Design
BMW Group and architecture

The BMW Group corporate headquarters, the “Four Cylinder”, Designed by Karl Schwanzer in 1972. The company place its deliberate focus in dynamic design and innovative. It is one of the modern development centres in the automotive industry

Mont Blanc
Mountblanc was established in 1786. For the past 100 years, Mountblanc have express high writing culture with the values such as quality and traditional craftsmanship. They have high demand on shape, style, materials and workmanship reflected on their products
The Mountblanc Culture Foundation has been supporting worldwide projects since 1992 such as of patronage of art, contemporary arts, young theatre and classical music.
Art and culture are inseparable from Montblanc, Montblanc places special attention on the integration of art in the company, with the goal of secure this as a credible, long-term part of the company’s viewpoint as well as making the experience available for its employees.
Example of their commitment;
Art
Montblanc supports various art projects and institutions, including the Montblanc de la Culture Arts Patronage Award, the Montblanc Cultural Foundation, and the “The Right to Write” in co-operation with UNICEF.
Mont Blanc Art To Go
Montblanc has collaborated with various outstanding artist such as Marcel van Eeden, Sylvie Fleury, David LaChapelle and Gary Hume since 2002. Each artist came out with their own individual design and created a ten-foot high hand-made aluminium Shopping Art Bag.

Art work from a young British artist, Gary Hume. Created in 2002. “Love letters in your pyjamas”

Theatre
Montblanc is pleased to support the continuation of its presence through various theatre initiatives, including the Young Directors Project, 24-Hour Plays and other individual performances.

The Salzburg Summer Festival is well- known by worldwide for its impressive theatre performances and famous artists. Montblanc has been part of this event by offering young, emerging theatre directors an international stage to present their extraordinary talent to the broad audience of the Festival for over 10 years.
Music
Mountblanc believe sharing stories through sound, music acts as an auditory representation of the spirit of the time, or zeitgeist. Montblanc is proud to support their important realm through various projects.

Since 2006, Montblanc has been awarding PRIX Mountblanc to talented instrumentalists. The PRIX Montblanc is worth €10,000 and also includes the award of the Montblanc Donation Pen Johannes Brahms. Mountblanc has been donating money from the sale of each Montblanc Donation Pen Johannes Brahms Edition to promote new culture and artistic.

Rereferences 1. Wine Tasmania, 2011, ‘Tasmanian Wine—2011 in review’, <http://www.winetasmania.com.au/files/ Wine_Tasmania_Report_Card_FINAL_Dec11.pdf> (accessed 18 October 2012).

2. C. Hall, L. Sharples, B. Cambourne, and N. Macionis, 2000, Wine tourism around the world: Development, management and markets, Routledge, New York.

3. F. Colbert, 2007, Marketing culture and the arts (3rd. ed.), HEC Montreal.

4. Tourism Tasmania, 2012, ‘Tassie Afterglow— Spring Tourism Campaign 2012’. <http://www. tourismtasmania.com.au/marketing/national/ afterglow_2012> (accessed 20 September 2012)