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Wine marketing in New Zealand. The purpose of this report is to analyse typical decision making processes for the purchase and use of the womens magazine and bottled white wine by the selected target segment - 6 single Kiwi women age

Extracts from this document...

Introduction

1 Introduction 2 2 Target Segment 3 3 Sample Description 4 4 Findings 5 4.1 Situational Influences 5 4.1.1 Situational Influences- Women's magazine Purchasing 5 4.1.2 Situational Influences - White wine Purchasing 5 4.1.3 Conclusion of Situational Influences 7 4.2 High and Low Purchase Involvement 7 4.2.1 High and Low Purchase Involvement - Women's magazine Purchasing 7 4.2.2 High and Low Purchase Involvement- White wine Purchasing 8 4.2.3 Conclusion of High and Low Purchase Involvement 9 4.3 Perceived risk 9 4.3.1 Perceived risk - Women's magazine Purchasing 9 4.3.2 Perceived risk- White wine Purchasing 10 4.3.3 Conclusion of Perceived risk 10 4.4 Problem recognition 10 4.4.1 Problem recognition- Women's magazine Purchasing 10 4.4.2 Problem recognition - White wine Purchasing 11 4.4.3 Conclusion of Problem recognition 12 4.5 Information Search Behaviour 12 4.5.1 Information Search Behaviour- Women's magazine Purchasing 12 4.5.2 Information Search Behaviour - White wine Purchasing 12 4.5.3 Conclusion of Information Search Behaviour 13 4.6 Evaluation of Alternatives and Decision Rules Selecting 13 4.6.1 Evaluation of Alternatives and Decision Rules Selecting - Women's magazine Purchasing 13 4.6.2 Evaluation of Alternatives and Decision Rules Selecting- White wine Purchasing 14 4.6.3 Conclusion of Evaluation of Alternatives and Decision Rules Selecting 15 4.7 Purchase and Store choice 15 4.7.1 Purchase and Store choice - Women's magazine Purchasing 15 4.7.2 Purchase and Store choice- White wine Purchasing 15 4.7.3 Conclusion for Purchase and Store choice 16 4.8 Post Purchase Behaviour and Evaluation 17 4.8.1 Post Purchase Behaviour and Evaluation - Woman's Magazine Purchasing 17 4.8.2 Post Purchase Behaviour and Evaluation - White Wine Purchasing 17 4.8.3 Conclusion of Post Purchase Behaviour and Evaluation 18 4.9 Perception and Learning 18 4.9.1 Perception and Learning - Women's Magazine Purchasing 18 4.9.2 Perception and Learning - Women's Magazine Purchasing 19 4.9.3 Conclusion for Perception and Learning 19 5 Implications 20 1 Introduction The purpose of this report is to analyse typical decision making processes for the purchase and use of the women's magazine and bottled white wine by the selected target segment - 6 single "Kiwi" women age from 30 to 39 and full-time employed. ...read more.

Middle

In other words, white wine purchasing to her is latent problem recognition because she unaware of the need of white wine before she actually notice her friend is a white wine lover. In addition, to her the type of problem she facing is problem removal, she simply just need to purchase a nice bottle of white wine and her problem will be solved. Her problem trigger is personal and family circumstances as she was going to go to her friend house for dinner. Moreover, to the other five respondents the types of problem for them to make the purchase decision for white wine is positive origin, in particular, sensory gratification as they love the taste of the white wine and enjoy when they consume the white wine the purchased. The types of problem recognition triggers are assortment deficiency as they run out of white wine, post purchase evaluation as they know which white wine they like and with the right taste and external stimuli and marketing activities as well due to five of theme purchased their white wine on special (marketing actives). 4.4.3 Conclusion of Problem recognition In summary, most of the respondents purchase women's magazine and white wine because of active problem recognition because they know their need by themselves. The type of problem of women's magazine purchase is normal depletion whereas to most white wine purchaser white wine purchasing is a sensory gratification problem. Compare the triggers for women's magazine and white wine purchasing, they are all triggered by post purchase evaluation, however, according to white wine purchasing, most respondents also triggered by assortment deficiency and marketing actives. 4.5 Information Search Behaviour 4.5.1 Information Search Behaviour- Women's magazine Purchasing According the six respondents, women's magazine purchase the type of information search of women's magazine purchase is personal (internal) pre-purchase information. The source of information all of the respondents used is prior purchase experience. ...read more.

Conclusion

In this case, marketers can do more in store promotion by open some bottle of white wine for them to try before they purchase the wine. * Improving product quality and present professional service are essential element for building up good reputation and customer relationship. * Adding value on products such as various taste and ingredients which suit customers changing taste and give some free gift when customer purchase more. * Training sales force to have enough knowledge about this wine so they can introduce the wine confidently to customers. * Some heavy promotion Champaign such as in high street, hotels, restaurants, let the wine to be well-known. * Brand building activity through building customer relationship, product quality and advertising, internet, fliers, TV program. * Moreover, showing and assistance consumers how to use this wine with different meals , giving customer more knowledge about how to use this wine for different occasion which in some degree reducing consumers' dissonance. Reference: AC Nielsen Microscope. (2005, March, a). Female Age Groups by Marital Status. AC Nielsen (NZ) Ltd. AC Nielsen Microscope. (2005, March, b). Female Age Groups by Interests. AC Nielsen (NZ) Ltd. AC Nielsen Microscope. (2005, March, c). Female Age Groups by Had Wine With Meal. AC Nielsen (NZ) Ltd. AC Nielsen Microscope. (2005, March, d). Female Age Groups by Liquor Drunk Last 7 Days. AC Nielsen (NZ) Ltd. AC Nielsen Microscope. (2005, March, e). Female Age Groups by Liquor Outlet Sorer Visited List. AC Nielsen (NZ) Ltd. AC Nielsen Microscope. (2005, March, f). Female Age Groups by WW Freq NZ Woman's Weekly. AC Nielsen (NZ) Ltd. Neal C, Quester P. & Hawkins D. (2004). Consumer Behaviour: Implications for Marketing strategy (4th ed.). Australia: McGraw-Hill/Irwin. One to One Living (2005). Market Profit: The $ingle Dollar $1.6 Trillion strong!. Retrieved May 6, 2005, from http://www.one2onemag.com/new/singles_market_profile.asp Appendix: PII Women's Magazine Bottle of White Wine Respondent 1 42 55 Respondent 2 39 50 Respondent 3 34 52 Respondent 4 38 56 Respondent 5 36 54 Respondent 6 37 53 Average Score 38 53 3 ...read more.

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