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We simply enjoy the finished product -- the crisp white tablecloths, elegant decor, groovy glasses and fabulous food. But building a restaurant from scratch is a long and complicated process with thousands of decisions to be made along the way, from choosing the right wine glasses to selecting the best spot for toilets and grease traps. The first thing to do is look for the site. But, before you do that, it's important to work out where you sit in the market -- we still wanted to create an up market, licensed experience but there's only a small niche for that so we need to make sure we target it. Next step is to apply to council for permission to run a restaurant on their chosen sites. Filling out these application forms can cost up to $2000 and you can go through the whole process and pay all the money and someone objects and you get put on a waiting list.
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Over the years, marketing researchers and practitioners have attempted to gain an understanding of the factors that influence consumers' decisions to engage in purchase or consumption behaviour in order to prevent, promote or change these behaviours (Aarts et al., 1998). Central to the research of purchase and consumption behaviour is the study of attitudes, together with the beliefs that influence attitudes (Dodd and Gustafson, 1997). In the wine environment, an understanding of consumers' attitudes and beliefs towards wine consumption will enable marketers to develop relevant and effective marketing and promotional strategies.
Wine consumption in Australia has remained static over the last twenty years at around 20 liters per capita. Over the same period of time, per capita beer consumption has declined from 120 liters to 95 liters while spirit consumption has remained relatively stable at around 1.2 liters (pure alcohol) per capita. Consumption statistics provide evidence of a shift amongst wine drinkers in Australia from bag-in-box (cask) to bottled wine, and from white wine to red wine. Some have attributed these changes to the greater consumer awareness of the health benefits of moderate wine consumption, particularly red wine (the so-called "French Paradox" effect). Others have suggested that these shifts are the result of wine's complementarily with food or perhaps increasing consumer affluence (The Marketing Decade - Setting the Australian Wine Marketing Agenda 2000 to 2010, 2000). The aim of this current study is to investigate the reasons why consumers in fact choose wine over other alcoholic beverages, with a focus upon the beliefs held by consumers towards the behavior of wine drinking.
Partners:
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