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Marketing analysis of in-store tastings of Orion Ateliér from Nestlé
Kománková, Eliška ; Procházková, Markéta (advisor) ; Presslová, Lucie (referee)
The aim of this bachelor thesis is to evaluate the importance of in-store tastings, to assess their effectiveness and identify opportunities to increase their efficiency. The theoretical part explains the key concepts of marketing communication, focusing on sales promotion. Furthermore, the author is concerned with consumer behaviour, especially purchase decisions. In the practical part, there are results of the analysis of tastings of new chocolate Orion Ateliér from Nestlé. The questionnaire survey analysed consumer motivation to taste and buy the product or what discouraged consumers from purchasing it. Differences in consumer shopping behaviour with respect to point of sale and gender were examined too. The questionnaire survey confirms that tastings can persuade customers to purchase the product.

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