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The buying preference of customers in large retail facilities (hypermarket, discount store, supermarket, etc.) compared to buying in small retail stores
Černohouz, Michael ; Šálková, Daniela (advisor) ; Pavel, Pavel (referee)
The dissertation, that is called The buying preference of customers in large retail facilities (hypermarket, discount store, supermarket, etc.) compared to buying in small retail stores is dealing with consumers and customers preferences in retail stores.
The dissertation is divided into two parts. The first part is a theoretical part and the second one is practical part. The theoretical part is based on knowledge gained from non-fiction literature and other relevant sources of information. It provides an overview of the retail and its subcomponents as known as retail activity, types of the retail stores, customers and consumers. The practical part clarifies particular customers and consumers preferences of buying in retail stores. Findings about the preferences were gained by a survey that was executed. They are expressed by words and by graphs for better understanding. On the basis of the findings are statistically evaluated hypothesis concerning to purchase behavior of Czech customers and consumers. In the very end of the dissertation are suggested recommendations that should lead retail stores to gain more and more new customers.
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