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Bus 273 Tasmanian Wine Essay

2883 words - 12 pages

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 ...view middle of the document...

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...

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