TECH8000 Analyzing Consumer Preferences and Purchasing Behavior in the Wine Market

Interview guide

1.Use this guide, or your own, to get started on your visualisation and data analysis.

2. Clean the data, identify any mistakes or language that may be unnecessary.

3. Read the transcript at least twice and see if you can identify any themes. You may want to use worditout here too!

4.Start creating codes to organise the data (either Nvivo or manually)

5. Refine the codes

6. Present some form of visualisation (mind map, process, framework, concept map, word cloud, charts) which you will share with the class

Speaker 1:

Hi Georgia, thanks for speaking with me today. Before we begin can I get some back around of your experience and knowledge of purchasing whine?

Speaker 2:

Uhm, yep, sure. Uhm so wine is probably my preferred drink of choice, and I purchase it from a range of different shops. Uh, uhm, for example sometimes I will go to big chain retailers like Dan myrtles and then independent cellars like East End. I also have gotten into online retailers, like, uhm, Good Pair Days. I wouldnt say I am overly knowledge about wine, but uhm, I do drink it a lot and across different occasions too.

Speaker 1:

Uh, excellent. That is interesting, so what would you say you purchase wine for?

Speaker 2:

Uhm, yeah well I guess myself and other people. I prefer drinking light reds like Pinot Noir, as well as sparkling white. But if I am buying for someone else I tend to choose drinks based on their personality. Like for a colleague I tend to buy something with a well-known label, or a more classy bottle like a deep red. If it was for a friend, like my friend Harrison, he is pretty trendy and likes trying new things. So I will often, uh, read articles or, uhm, speak to a shop assistant.

Speaker 1:

You started talking about the differences in retailers when purchasing wines there. How does it differ based on who you shop for, and perhaps the occasion?

Speaker 2:

Uhm, good question. Uhm, so for myself I will often just go to Dan Murphys if what I want is available. They are price competitive, uhm, but sometimes they do stock good brands. But, if I am wanting to treat myself or, uhm, shopping for an occasion like for a friend or something like that. Then, I would go to an, uhm, specialised or independent cellar. I also think when I lack knowledge on the type of wine, the independent cellars are better. Because, uhm, you know, uhm they specialise in these areas and can offer valuable advice.

Speaker 1:

Great answer, that was, uhm, really interesting. So when you buy wines what features do you look for?

Speaker 2:

So, uhm, it depends. Like for myself I will buy wines based on the packaging, as look as it is the variety I like. But also the tasting notes. I think that is the same for other people, I try to match the packaging and tasting notes to who they are as a person and their interests you know? Things like that. But also for other people sometimes it is the reputation. Like, my friend recently just finished her PhD. So, uhm, I got her a Rockford Basket Press, because I know that is for special occasions.

Speaker 1:

Interesting. What type of marketing activities do you see for wine? Do you think some things work better for others?

Speaker 2:

Oh, uhm yeah totally. I see a lot of wine on social media nowadays, but I know my Mum tends to look at magazine articles. So I think it depends on the segment, right? I dont mind social media marketing for wine, but I think it needs to be organic. Like, if I see an influencer advertising wine, I am immediately turned off, I just dont think it is genuine. I somewhat like the brand pages more. Like if they post recipes or experiences with the wine. Sometimes these are really informative and set up my expectations. I really like experience marketing though. Is that a type of marketing?

Speaker 1:

Definitely.

Speaker 2:

Like I, uhm, went to East End sellers. And there was this, uhm, masterclass, I think it was. And it taught me a lot about wine and helped me recognise what I like, you know? But word of mouth is also really, uhm, important, to me. I find a lot of wine through friends.

Speaker 1:

So, I want you to think of your favourite wine. How did I become your favourite?

Speaker 2:

Uhm, I think I have many. But a stand out for me is the Mount Adam sparkling white. I think it just, uhm, reminds me of a really good time. Summer with friends, celebrating, the weekend.

Speaker 1:

What do you look for in an ad for wine, like, uhm, what would influence you?

Speaker 2:

To be honest, I think it is just about being relatable with the imagery. I like it showing my experiences for drinking wine, like I, uhm, said before celebrations or summer. But, also the type of people in the ad. I like them to be relatable too. If it is some influencers, it isnt really the vibe. That is what I liked about Mount Adam, it was suited to who I am as a consumer and was relevant to my experiences. It tells a story, you know? It isnt just about the wine connoisseur, but just people who enjoy wine beyond being complex. Uhm, that is another thing. I hate when ads are complex, and ue big language. It makes me feel out of place.

Speaker 1:

Interesting, uhm how would you say an ad influences you? Whether it is positive or negative.

Speaker 2:

Well when I like the ad, I will buy the product at least once. I have to like the product to keep buying it though, you know. But I saw this ad a while back, I cant remember the brand. But I thought it was so backwards. It was just really traditional and boring. It talk about all of these complex tasting notes, and was all about old people. Like no offense. But I ended up sending it to my friends and being like, yuck, what is this. Then I saw a bottle by that uhm, wine company, at a wine bar I was at. I just wouldnt purchase from them again. I think perhaps I just wasnt their target market.

Speaker 1:

What is a trend within wine you are liking at the moment?

Speaker 2:

Customisation, for sure. Like, putting names on bottles or even brands recommending wines based on what you have had before. I also really like how wine is kind of tapping into social issues. Like organic wines for example, but some of them have this element of sustainability or donating to charity. It makes me feel good while purchasing them.

Speaker 1:

You said before about a brand whos ad put you off. I want to, uhm, circle back to that. When a brand has sort of, sent you away from them, how could they get you back?

Speaker 2:

I think they would have to change their marketing for one. I actually had a really terrible experience at a cellar door in the Adelaide Hills. The staff was so rude, then they moved to a different venue, and I saw this magazine story about it. I ended up checking it out on social media, and saw a few of my friends had been there. It seemed their wine had somewhat changed too. There was more variety and like, different, uhm, packaging. So we ended up going to the new cellar door. It was awesome, and the wine tasted better! I dont know if that was like, a new process, or the experience just genuinely made it taste better.

Speaker 1:

What if a brand changed their prices? Would that make you try them again after they failed your first experience?

Speaker 2:

Uhm, no. I dont really care about price that much. Sure I have a budge it. But, if I have a bad experience and they are like, oh here is $10 off, I am not going to waste my time. I like supporting wine brands, you know? Especially local. I dont mind spending the money. So I would rather just take my money elsewhere. I think they really need to revise their offering and project that to their uhm, me, I guess the target market.

Speaker 1:

Thanks Georgia, do you have anything else to add?

Speaker 2:

No I dont think so!