Product ResearchTeam 1

Francis Martinez | Michela Caltran | Roushan Kumar Roman Malyshev | Gregory Vanhaute | Ding Zhao

The Consumption Experience

WHO?

Consumers are between 25 and 65 years old.

WHEN?

Wine is consumed twice a week to 4 days a week. Business lunch and dinner.

WHERE?

Restaurants, Home and cocktail parties.

Drinking wine is considered fancy and stylish. The tasting of every good wine is a memorable experience.

Drinking wine is a social experience and people enjoy taste and smell. Wine lovers and collectors see it as a hobby and passion. Chefs match wines to their dishes.

The Purchase Experience

Internal Factor: Smell,

Taste, Price, Bottle shape, Production Area, Label. (Attribute Based Choice)

External Factors: Salesperson’s advices and

attitude, Display and appearance of the store, Friends’ advice, Brand reputation, Sommelier’s advices. (Attitude Based Choice)

Satisfaction: Getting

something exclusive in hands for a reasonable price, Free wine tasting, Expand your

knowledge by tasting wine from all around the world.

Dissatisfaction: Expensive

price for an average product, Unfriendly salesperson, Bad recommendation.

The customer is usually the consumer. The choice of wine is related to the occasion.

The Selling Experience

Wine is sold in store on racks. Labels are usually quite informative, but additional information can be presented on pamphlets and brochures. The salesperson gives advice to the customers and provide more details.

The product is positioned relative to the consumer and his/her needs: Wine color, Production Area, Brand reputation, Customer’s budget, Hot-selling products.

Sales discussion: 5/10 minutes. To establish the customers’

preferences, free tasting can also be offered to help the purchase decision.