USING SENSORY ANALYSIS AND SENSORY MARKETING AS MODERN MEANS OF SATISFYING CONSUMER PREFERENCES.

The world is constantly changing, both in terms of consumption habits, consumption patterns or consumer attitudes. Therefore, producers must pay much more attention not only to the products obtained, but also to the way in which these products are promoted and reach these consumers. That is why the marketing techniques had to keep up with these changes and which led to the separation of new promotion channels and new ways of promotion, all with the aim of increasing sales. In this paper we aim to discuss sensory marketing that starts from the data provided through sensory analysis tests that aim to either identify sensitive points that appear in technological schemes or extend the life cycle of products, in the end, they aim at both consumer satisfaction and ensuring profit for producers. The research methodology involved reviewing the literature, collecting information through questionnaires to which the valid answers belonged to a number of 127 respondents. The data processing was done using descriptive statistical methods and the Likert scale, and the interpretation of the data allowed us to draw conclusions about how the relationship between sensory analysis and sensory marketing could be used so that the results are used as efficiently as possible. [ABSTRACT FROM AUTHOR]