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Marketing Activities of Retail Chain
Doležel, Jiří ; Burková, Pavlína (referee) ; Mráček, Pavel (advisor)
The diploma thesis analyzes marketing activities of retail chains in the Czech Republic. It summarizes basic knowledge about trade, marketing, marketing communications and basic methods of marketing research. It deals with particular retail chains with focus on modern trade, from the traditional trade it focuses on COOP chain. It examines different marketing activities of retail chains and sets best practice. For COOP chain is carried out a deeper analyses of marketing activities based on approach of SWOT analyses. The thesis also uses a knowledge from questionnaires: one was the internet questionnaire and the other was conducted via personal questioning among COOP customers. Final proposals incorporate marketing activities that can be used in any retail chain and also a set of recommendation of marketing activities designated especially for COOP chain.
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Perspektiva maloobchodního prodeje obchodních řetězců s ohledem na právní úpravu ochrany spotřebitele
Remunda, Kamil
This diploma thesis evaluates the Czech retail market for food and consumer protection benefits for the customer with the division into a public-private law parts. An important theme of the work is the effect of the Act on significant market power on the retail entities. Part of the work is devoted to food quality criteria, which significantly affect the chain stores. The results of the work are intertwined with the subjective assessment of customers that were obtained from a questionnaire focused on consumer behaviour when purchasing food and its contribution to the improvement of consumer protection for the customer in the buying decision process.
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Market position of a private label
BLAŽEK, Zdeněk
This bachelor thesis is focused on a market position of a private label. The main aim of this thesis is to determine how customers perceive the market position of a Tesco's private label. It also describes brands in general and it presents the problematics of private labels specifically. In Addition, it examines the market position of the Tesco Store on the Czech market. To achieve the aim there is used a marketing research which is realized by a questionnaire survey, whereby, it is found how the Tesco's private label's products is perceived compared to branded products. Based on results it was recommended how to improve the market position of Tesco´s private labels.
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The concept of an information retail technology
NOVOTNÝ, Lukáš
This bachelor thesis analyzes the concept of an information retail technology and their use in a selected retail chain. The first part of the work is devoted to theoretical research. This section describes the different types of information technology and their use in retail. These theoretical findings are further applied in the practical part of the work. In the practical part, using the questionnaire method, it is found out how information technologies affect customers and how these technologies are used. The final part suggests a suitable way to improve sales and satisfy stakeholders.
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Market position of a private label
MIXAN, Radek
The bachelor's thesis deals with the position of private labels in the retail chain Lidl. The marketing research is implemented in the practical part of thesis. The questionnaire survey found out how the chain's customers perceive private labels. The thesis describes the main reasons for consumers to buy products under a private label, how they evaluate their quality and how they compare them with products of traditional brands. It was also found out which private label of the chain are most preference by customers. Based on the information obtained from the questionnaire survey, recommendations were proposed for the further development of private labels in the Lidl chain.
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Market position of a private label
ŠEFČÍKOVÁ, Lucie
This bachelor thesis pursues private labels in retail chain Albert. The main purpose of this study is to determinate their position on the retail market from consumer perception. Another aim is to find out customer awareness of private labels. The thesis is devided into the theoretical and practical part. The theoretical part focuses on labels issue, especialy on position of private labels on the market. The practical part uses marketing survay, which is realized by online questionnaire survey. The goal of bachelor thesis is to evaluate customers preferences concerning private against commercial brands and their knowledge of private labels quality. The gained data will be used to formulate recommendations which would help to increase sold volume of private label products and improve customers awareness about private labels.
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Hodnocení kvality služeb obchodních řetězců v České republice
Riznić, Tijana
This diploma thesis focuses on service quality in Czech retail chains. Shopping in supermarket is a part of everyday life for all people. That is why quality of services provided in supermarkets is significant and should be given more attention. Main objective of this thesis is application of importance-performance analysis (IPA) on valuation of chosen retail chains as well as evaluation of its suitability for that purpose. After the analysis, the results were presented on the chart and recommendations were created for the management of supermarket chains in order to improve quality of their services. Findings imply that IPA can be used for valuation of service quality in supermarkets, but with due regard to its limitations and a possibility of getting distorted results. The dissertation also includes testing of influence that demographic characteristics have on customer satisfaction.
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Privátní značka a chování spotřebitele
Bařinová, Jaroslava
The bachelor thesis deals with private label and consumer behaviour. The aim of this thesis is to propose measures to increase loyalty and sale private brands of the selected company. The partial goal is to identify factors that affect consumers in the private label market and determine their preferences and attitudes. Literary research describes the issue and forms a comprehensive overview of brands, marketing communication, private brands and consumer behaviour. The thesis deals with the analysis on the private label market and the primary data were obtained from a questionnaire survey carried out in the Czech Republic in the period from January to March 2019. In the conclusion of the thesis, recommendations and suggestions were made to serve the objectives of the bachelor thesis.
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Péče o zaměstnance v obchodních řetězcích
Kedroň, Martin
The aim of the thesis is to propose recommendations to the retail chains in the Czech Republic, which employee benefits should be provided to their employ-ees. Using a questionnaire survey in five selected retail chains, we will find out what benefits employee’s lack and suggest a general portfolio of benefits in the retail chain. The benefits currently provided between the analysed retail chains will be compared, and on the basis of the results of the recommendations, which benefits the business chain should provide to its employees. The proposed benefits will be assessed from the cost point of view and shown to model shop staff.
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