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- Title
THE MARKETING OF EXPERIENCES IN THE WINE INDUSTRY IN ROMANIA.
- Authors
BĂLĂŞESCU, Marius
- 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 favourite wine; determine the preferences of Romanian consumers regarding the colour and type of preferred wine; determining 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 to wine-producing companies from Romania, wine distributors, hotels, and restaurants, for the future development of activities in this field.
- Subjects
ROMANIA; WINE marketing; RELATIONSHIP marketing; WORK experience (Employment); CONSUMER preferences; CONSUMERS
- Publication
Bulletin of the Transilvania University of Brasov, Series V: Economic Sciences, 2023, Vol 16, Issue 1, p9
- ISSN
2065-2194
- Publication type
Article
- DOI
10.31926/but.es.2023.16.65.1.1