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Marketing research of customer care in the field of women's underwear
 Doubková, Klára ; Horová, Olga (advisor) ; Konarovská, Helena (referee)
The bachelor thesis inquires into the customer care in the field of women's underwear and focuses primarily on helpfulness and sale skills of the staff, the specialized knowledge of the staff and the assortment of offered goods. The marketing research was based on the mystery shopping method in seven selected retail stores selling underwear. Seven independent instructed model customers participated in the mystery shopping. The research clearly shows that the staff employed in the stores is pleasant, but untrained, and the offered range of goods is definitely not able to satisfy all women. The situation is most critical in big chain stores.
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