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National Repository of Grey Literature

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Merchandising and its influence on the shopping behaviour of customers in a selected company Havlíčková, Alice ; Mráček, Pavel (referee) ; Kaňovská, Lucie (advisor) The diploma thesis is focused on improving the merchandising of selected company. The first part deals with definition of the theoretical framework, based on which the current situation in the company is evaluated. Through quantitative methods and individual interviews with employees of the selected company, a new store layout is proposed in such a way as to achieve the identified customer requirements, bring new customers to company, strengthen the loyalty of existing customers and at the same time increase sales. Detailed record

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