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Perception of retail marketing communication by consumers in slovak and spanish market
 Klačková, Michaela ; Chylíková, Hana (advisor) ; Bartošová, Veronika (referee)
The thesis focuses on the marketing communication of two retail chains, Coop Jednota Slovensko and Mercadona. The aim of the thesis is to give the communication strategies overwiev of the selected retail chains and their perception by slovak and spanish consumers. The thesis contains the comparison of shopping behavior between slovak and spanish customers, positives and negatives of retail communication from customer´s point of view. On the basis of marketing research we made also some suggestions for potentional improvements of communication with customers.
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