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The in-store communication of Tesco store Letňany
Šolcová, Tereza ; Jesenský, Daniel (advisor) ; Halada, Jan (referee)
This thesis has the main focus on customer behavior and on the possibilities of using human senses for the purposes of retailers, especially within in-store communication of Tesco Letňany. The first part of the thesis cumulates the theoretical knowledge on the topic of in-store marketing communication and of the customer behavior, with a significant part considering its newest actual trends. The thesis then follows up with the possibilities of implementation of individual human senses directly inside the store and during the purchase decision making. The second part of the thesis is focused on the description of concrete implementation of in-store marketing in Tesco Letňany hypermarket. This part ends up with the summary of the implementation and discussion considering the theoretical knowledge of the first part. The main aim of the thesis is to describe and evaluate the current state of using in-store marketing activities and find another possibilities that would have the potential to be applied in Tesco Letňany and another Tesco stores.
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Comparison of buying atmosphere of two chosen retail units
BAREŠOVÁ, Aneta
The main aim of the thesis was a comparison buying atmosphere chosen two retail units. The first part of thesis was based on the studied literature, there has been described trade, wholesale, retail and elements of the buying atmosphere. In the second part of thesis were described chosen retail units. The second step was to analyze the data, which were obtained by two methods. The first method was structured interviews with owners of retail units. The second method was a survey that was conducted with customers of the retail units, either face to face or online questioning. Based on these data were compared retail units and created proposals to improve the atmosphere of buying retail units.
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The retail space management
MACHÁČKOVÁ, Lenka
The aim of this bachelor thesis is to map the space management of a selected retail unit, which is Jednota, in Kamenice nad Lipou, and propose changes interpreted through the new model. The theoretic part is focused on a concept - space management. An important part of space management includes the areas of merchandising, purchasing behaviour, shopping atmosphere and a store layout. These concepts contain possible strategies by which the sellers display their goods, optimally organize floor space and improve retail environment in a shop. The practical part is concentrated on the customer satisfaction with the arrangements of selling space. A marketing research analyses and evaluates on the basis of a questionnaire the customer satisfaction. Finally, bachelor thesis includes a new model of the business unit with proposed alterations in the store.
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Analysis of buying atmosphere in selected Lidl and Penny retail shops
Baráková, Alžběta ; Chylíková, Hana (advisor) ; Jakešová, Patricia (referee)
The bachelor's thesis takes on analysis of buying atmosphere in selected Lidl and Penny retail shops. Specifically shops located in Prague's South Town. First chapter is dedicated to theoretical specification of buying atmosphere and definition of its main determinants. End of the chapter summarises all methods of multi-dimensional ratings used in this thesis. Second chapter focuses on presenting both companies including their scale of products and services. Last chapter deals with the analysis itself with subsequent comparison of buying atmosphere in the selected shops. The analysis comprises both subjective as well as objective assessment of their customers. The chapter also proposes suggestions on improving drawbacks found through the analysis.
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Point of sale as one of the crucial factors of purchase
Pohančeniková, Dagmar ; Průša, Přemysl (advisor) ; Jakešová, Patricia (referee)
This bachelor thesis has the aim to analyse in store activities of hypermarket Albert while closely focusing on POP materials and shopper atmosphere. Theoretical part explains the term as in-store communication, shopper marketing and sense marketing. Here we can find closely described POP materials used in retail units according to the individual types. In practical part we can find thorough analysis of chosen retail unit according to selected criteria in the practical part. At the end I provide evaulation with proposal for the improvements.
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Assessment of shopping atmosphere in selected stores of retail chains Albert and Billa
Šarlovský, Martin ; Chylíková, Hana (advisor) ; Komůrková, Lenka (referee)
The objective of the thesis is to assess shopping atmosphere of two selected stores Albert and one store Billa and to propose options for improving of any deficiencies. Personal visits and online survey are the chosen methods for the assessment. Thesis is divided into three chapters. The first chapter characterizes shopping atmosphere, shopping environment and business unit. The second chapter describes selected supermarkets Albert and Billa, their organizational structure, ownership and interior and exterior design of selected retail units. The third chapter is practical and assesses the own shopping atmosphere of the stores by using SWOT analysis, pairwise comparison and online survey. Evaluation of the results and proposed possible solutions for improvement of negative points are listed.
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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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Space management of a retail unit
PEŠKOVÁ, Lenka
This bachelor thesis deals with the space management. It also describes the category management, its parts, benefits and barriers. It is stated shortly something about merchandising, especially about his tactics or the placing of goods on the shelves. An important component plays an atmosphere of shopping. You will learn how to operate the customer not only music or smell, but also the colors and lighting. There is also a frequently used presentation techniques that lead to alert the customer to the product and follow purchase of the product. To find there are also factors that can influence customers both a positive and also negative impression. One chapter is devoted to purchasing behavior of consumers for which it is very important to know the shopping and consumption behavior of customers. The practical part focuses on the customer satisfaction with the arrangements of selling space. It is also focused at the satisfaction of ordering goods on the shelves, frequency of purchase, and last but not least, the factors that most influence the customers to buy.
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Space management of a retail
PICKA, Ondřej
The work deals with the most influence of the purchasing decisions of customers, their satisfaction with the store layout and comparison between present model and the new model. The first part of the work is about the problems of space management and its parts and is contained from the basic principles of space management, types of consumer purchasing behaviour, merchandising and store layout. In the second part of this work is describing about the current model business unit, questionnaire of customers and new model based on the questionnaire. The work also includes a questionnaire as an attachment, a comparison of the current and the new model and the proposed changes.
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