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Optimalizace obchodní strategie maloobchodní prodejny
Evgenyeva, Ekaterina
This bachelor's thesis is focused on optimization of business strategy in retail store, especially on the business, personal and mar-keting level. The first part defines strategy, its levels, functions and specifics. The second part analyzes the current state of the store, examines the connections be-tween the variables by analyzing the time series, compiling a universal formula for the calculation of needed personnel and comparing the sales from the last two years. The final part summarizes all gained knowledge and represents a recom-mendation for the store to be more effective and more profitable
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Decoy pricing
Evgenyeva, Ekaterina
Evgenyeva, E. Decoy pricing. Master thesis. Brno: Mendel University, 2019. This diploma thesis deals with the cognitive bias Decoy pricing, which is currently the subject of interest for companies working in retail. The tenets of the decoy effect on consumer behavior are analyzed in detail in the literature review, the findings of research and experiments are also taken into account in this part. The analytical part of the thesis is focused on exploring the connection of respondents choice with respect to generation, gender, product group and other variables. After determining the general conclusions resulting from the questionnaire survey and the compiled Logit models, attention is paid to the generation Z. The eye-tracking experiment extends the boundaries and possibilities of the research, showing values that cannot normally be found. Heat maps are compiled, the area of interest and the stimulus analyzed. The results of the experiment are appended by in-depth interviews with respondents, which are full of unexpected findings and discoveries. The final part compares the results with the information and experiments described in the literary overview of this thesis. Based on the results of experiments and findings, there are made recommendations for companies that decide to use the pricing strategy of Decoy pricing on the Czech market.
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