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Category management company Bosch
Knotová, Veronika ; Král, Petr (advisor) ; Jurek, Martin (referee)
This thesis deals with the fields of category management. Category management is a process that focuses on effective product management at the level of each category. Category management process consists of defining categories, determining the role of category, assignment strategy category, tactics and implementation. For process of category management is crucial correct identification of consumer and his needs. Consumer decision making is affected by external and internal factors. Internal factors include effects on the personality level, such as learning, perception and motivation. Among the external factors include decision-making based on perception of price, brand, merchandising, or packaging.
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