The Marketing of Experiences in the Wine Industry in Romania

Abstract

Today, many companies have turned their attention from the traditional "features and benefits" to the activity of creating experiences for their customers. In this way, the emotional activation of the customer is attempted, in addition to the rational part of buying the product. As part of this work, we have carried out quantitative marketing research, to find out the opinions of Romanian consumers related to the wine consumption experience. The general objectives of the research are the following: identify consumption habits among Romanian wine consumers; identify how Romanian consumers prefer to enjoy their favorite wine; determine the preferences of Romanian consumers regarding the color and type of preferred wine; determine the frequency of the purchase of wine by Romanian consumers and the place where they purchase their preferred types of wine. The research results can address wine-producing companies from Romania, wine distributors, hotels, and restaurants, for the future development of activities in this field.