In-storová komunikace značek v kategorii kávy, čaje a cukrovinek na českém moderním trhu

The thesis focuses on the analysis of in-store communication of brands in the category of coffee, tea, and confectionery in the Czech modern market. The aim of the thesis is to analyse and compare the in-store communication of brands in individual categories and between individual chains, and to find out whether it has a direct impact on the purchasing behaviour of shoppers. The theoretical part discusses the topic of sales promotion as a marketing discipline. It also defines the characteristics of each category and selected chains Albert, Billa and Tesco. The practical part analyses the categories of coffee, tea, and confectionery in specific stores. The methods used methods in the research are questionnaire survey and in-depth interviews. The research shows that in-store communication influences shoppers’ behaviour, thus confirming the hypothesis of the thesis.