| Abstract [eng] |
In the theoretical part of analizes there is the principles of assortment formation and its determining factors, new product development assumptions, demand determining factors and marketing tools in the demand development process. Based on the analysis of the scientific literature, the results of the survey (questionnaire) research, it is concluded that consumers are most affected by promotions, price discounts, outdoor and in-store advertising. It has been observed that opinion-forming advertisements do not have a significant effect on consumer choice, that means advertising is not affected and investment in this marketing tool may not pay off. After the research, recommendations were made that will help not only UAB „Unilever Lietuva distribucija“, but also other companies in the ice cream market to improve sales more effectively and plan the provision of marketing tools to consumers more purposefully. |
