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Interior design of stores and its impact on consumer behavior and psychology
Tomíček, Milan ; Koblovský, Petr (advisor) ; Vranka, Marek (referee)
This bachelor thesis named "Store Interiors and their Influence on Customers" deals with the influence of in-store marketing, consumer behaviour, interior design and world events on brick-and-mortar retail. The first part defines in-store marketing communication and introduces the basic concepts, tools and functions of in-store marketing. Next, the paper examines retail decline and consumer behavior. The last theoretical section discusses shopping atmosphere and shopping environment, which plays a major role in the POP marketing discipline. The practical part is devoted to quantitative research, which tries to find out which elements of interior design influence customers the most, what is their attitude towards brick-and-mortar stores after the pandemic and how big a role is played by sensory communication. In the last section, a SWOT analysis summarizes the strengths and weaknesses of brick-and-mortar stores combined with the opportunities and threats that the stores face. The aim of the paper is to gain new insights regarding in-store marketing, interior design and consumer behaviour.
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Value Added Tax in International Trade in Goods
Tomíček, Milan ; Karfíková, Marie (advisor) ; Boháč, Radim (referee) ; Radvan, Michal (referee)
The dissertation is dedicated to application of value added tax to an international trade in goods while it focuses on so called intra-Community supplies between EU member states. It focuses also on the extent to which the transitional VAT system is applicable in terms of European single market. The aim of the dissertation was to map existing and possible future development of the VAT system in the area of the intra-Community supplies and its legal framework. The primarily task was to analyze relevant legislation (first Directive 2006/112/EC and Act No. 235/2004 Coll., about the value added tax, as amended) taking into account case law of Court of Justice of EU and national courts of individual EU member states, including the application of the results of analysis on specific selected transactions. A fundamental question seems to be how to prove a fulfillment of conditions for application of the VAT exemption on delivering goods to another EU member state. The condition which appears to be most risky is that the supplier is obliged to prove that the goods left the national territory, especially in a situation where the actual transport is arranged by the customer and the supplier must largely rely on the information that he receives from the customer. The position of the supplier is complicated by...
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