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Space management of a retail
KODATOVÁ, Kateřina
The aim of this bachelor thesis is to map the space management of a selected retail unit, which is Billa supermarket in České Budějovice, and propose changes interpreted through the new model. The theoretical part is devoted to the literature. This section discusses the areas of space management, merchandising, which include mainly location of goods and sales promotion. Business range, layout, shopping behaviour and habits, types of consumers and marketing research ale also described. The second part is practical. The space management of the selected retail unit is analyzed and evaluated on the basis of a questionnaire. Recommendations for optimal space management, which is based on acquired customer requirements, are also provided. The thesis compares the current state of space management with final state designed on the basis of marketing research results.
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