A study on consumer experiences in wine houses

Human history has passed different stages from past to the present and also changes in consumer requests, needs and expectations have also occurred. Together with these changes enterprises started to search new approaches in order to rise out from the competitive environment. Services also begin to resemble each other like commodities and products. This situation directed the enterprises to the experience economy and then to the experiential marketing. Experiential marketing strategies that focusing on the consumer experiences can be applied to the service sector in an easier and more successful way than other sectors. The purpose of this research is to exhibit consumer experiences in Sensuswine boutiques which operate in the service sector. For this purpose, a survey applied to consumers and tried to exhibit consumer experiences in Sensuswine boutiques. In the direction of results, consumer experiences were collected under the five factors. These factors were entitled lifestyle, feelings, belonging, atmosphere and pleasure. At the same time, results showed that consumer experiences in the wine houses differentiate from consumers' demographic characteristics and frequency of visits. As a result, deficiencies of experiential marketing strategies in wine houses identified and some suggestions developed to improve these deficiencies. Keywords: Experiential Marketing, Consumer Experience, Wine house, Sensuswine.