The paper "Consumer Behaviour of Provenance Restaurant " is a good example of a marketing case study. Provenance Restaurant was built in 1856 during the gold rush in the old bank of Australasia. It is located at 86 Ford St, Beechworth, Victoria. The hotel dining rooms are 6m grandiose ceilings, original arched windows and ornate rosettes. The wine cellars are made of thick granite rocks. Food provided originates from quality regional produce focusing on seasonal awareness. The restaurant with 112 employees offers food, wine, accommodation, gallery and events. Dinner is served from 6.30 pm up to late night from Wednesdays to Sundays and 12.00 pm to 3.00 pm on Sundays.
Accommodation is available all year round, 7 days a week. Customers visiting the hotel are mainly families with the desire to get the original touch of local and seasoned produce (Schiffman, 82). In 2012, Provenance was ranked 12 in the Top 100 restaurants of Australia Gourmet Traveller. Customers are treated with desserts, degustation, vegetarian degustation and provenance menus. Common visitors to the hotel are business professionals who prefer iconic wines and smaller boutique wines.
In 2011, the restaurant’ s Jeannette list was awarded Country Wine List of the year. The hotel does not offer Spa and relaxation facilities despite growing demand in Australia. Men and women desire to sensational organic products with design elements that provide a lasting pampering experience. Current professionals and business executives are into results-driven, scientific practices which maximize their need for organic and natural products enhancements (Ruvio & Belk, 56). The hotel has all along left out a segment of the target market that cherishes the hot stone treatment and massage. This target market is mainly business professionals and executives who have busy schedules throughout the year.
However, they have paid holiday and relaxation benefits. They are men and women aged between 30 and 49 years earning AUD$4500-$8500 per month. They have one to three children and could be in a nuclear family or a single parent. They usually have time in the events to drink and drive home before midnight. The professionals are bachelor degree holders while executives are master or doctorate degrees. This group is aware of leisure and is conscious of their health.
They eat and drink selectively to avoid lifestyle diseases. They are avid spenders on books, lifestyle magazines and always receive updates on twitter and Facebook regarding new clothing fashions and shoes (Ruvio & Belk, 114). Their children are in boarding schools giving them humble time to visit relaxation spots or go on holiday during their annual leave. They like adventure especially nature walks and visiting zoos or parks. The justification for the choice of the spa is based on the fact that most middle-aged Australians with middle income tend to mix leisure and work well.
They have a tendency to visit massage parlors for hot stone treatment and massage services including a sauna and hot bath pools. The government has also reduced taxes on domestic tourism as a way of promoting local eco-tourism. People are also changing to traditional food and original wines as a way of connecting to the settler times. There is a growing appreciation for work-life balance to increase productivity and attention at the Australian workplace.
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