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The retail space management
ŠÍMOVÁ, Sandra
The aim of this bachelor thesis is to propose changes in the space layout of the selected retail unit. The selected retail unit is Kaufland in Strakonice. Based on the mapping of the current layout of the unit and the customer satisfaction with the current space layout, a new model of the retail unit is proposed. The theoretical part is focused on the study of information on the topic of the space management. The practical part of the thesis includes the mapping of the current sales area model, the results of the questionnaire survey, on the basis of which a new sales area model is proposed.
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ANALYSIS OF THE SPACE MANAGEMENT OF SELLING AREAL AND ITS PRODUCT RANGE STRUCTURE
NOVÁKOVÁ, Pavlína
The aim of the work was to analyze and evaluate the present situation of the space management of a selling area, product range structure as well as a shopping atmosphere in a selected department store Prior CR in Ceske Budejovice (Budweiser). On the base of realized facts and theoretical findings, possible steps and actions towards the improvement of the layout of the selling area have been recommended and possible ways of increasing the customers{\crq} satisfaction have been proposed. A newly proposed dispositional layout embodies mainly in the definition of the shopping direction and smoother movement of customers around the retail shop. When comparing with a competitive retail of a similar character by using a point system of subjective evaluation the PRIOR department store was assessed as more competitive within the points gained. On the basis of the questionnaire survey the average customers{\crq} satisfaction taking on 81.67% has been made out. From the summary surveys and results it is obvious that the reconstruction of the first floor of the department store has worked out more than satisfactorily providing a modern, dynamic impression as there had been modern, high-quality materials used in the reconstruction with a view to the assortment of goods to be sold. The disposition of individual facilities and equipment is convenient and suitable. There is a greater number of people who assess the department store positively, the product range structure and a pleasant shopping atmosphere in particular.
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Shopping atmosphere in selected shopping centre
ŠPILLEROVÁ, Michaela
The aim of this bachelor thesis is to analyze the shopping atmosphere in a selected shopping centre within the field research and to introduce a proposal to improve the shopping atmosphere. This thesis is divided into two parts - theoretical and practical part. The teoretical part defines the basic information about trade, which is further divided into wholesale and retail, and some information about shopping centres. Furthermore is defined shopping atmosphere and its elements. The last is described marketing research and its metods. In the practical part is defined the aim of this thesis, research question and methodology of this thesis. Furthermore is described selected shopping centre, which is IGY Centre in České Budějovice. This thesis contains the results of a questionnaire survey on the basis of which are recommended suggestions to improve shopping atmosphere.
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Possibilities to increase competitiveness of consumer co-operatives
STRAKOVÁ, Martina
This thesis deals with the increasing competitiveness of consumer cooperative stores with growing Vietnamese convenience stores. The theoretical part focuses on cooperatives, competitiveness, shopping atmosphere and consumer behavior. The practical part is based on my own observation and a questionnaire survey. For this part of the thesis, I chose four specific business units, of which two are consumer cooperative stores and two are convenience stores. One of the consumer cooperative stores and one of the convenience stores are located close to each other in České Budějovice. The second consumer cooperative store and the nearby standing second convenience store are located in Chvalšiny. In the first part I compared prices, assortment, shopping atmosphere and additional services of all four selected stores. The second part is based on a questionnaire survey. I distributed the questionnaire to 200 respondents in České Budějovice and Chvalšiny. The questionnaire concerns shopping and satisfaction with selected factors in the relevant consumer cooperative store and the competing convenience store. It also concerns the ranking of these stores based on their importance to the consumers. The aim of the thesis is to assess the potential of the increasing competitiveness of consumer cooperatives in the context of the growing number of so called "Vietnamese conveniences".
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Shopping atmosphere in the selected retail unit
MILAN, Jan
The main objective of my diploma thesis was to conduct an analysis of the shopping atmosphere at a selected retail unit from the perspective of Czech consumers, and the development of recommendations for its possible improvement. The main method selected for the analysis and for the actual investigation consisted of a questionnaire survey among customers. The retail unit selected for the research was Electro World České Budějovice. An analysis of the shopping atmosphere of ElectroWorld České Budějovice shows that most customers perceive it positively. This can be confirmed and identified by the fact that customers return to this store and make repeated purchases.
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Shopping atmosphere in selected shopping centre
CINÁDROVÁ, Veronika
The aim of the thesis is to evaluate the shopping atmosphere in the selected shopping centre and to create relevant suggestions to improve the current situation of the shopping atmosphere. The theoretical part is dedicated to the study of background theoretical knowledge in terms of trade, retail and territorial analysis. Shopping centres are described in detail from their history to the present, which forms an essential part of the literature. The theory greatly enriches the shopping atmosphere with its external incentives, to which belongs layout and floorplan of the unit, entrance spaces, display, inscriptions, car parking as well as other internal reasons among which are commercial equipment, used building material, lighting, colour solution, musical background, smell and microclimate conditions. Subsequently, marketing research is characterized, which is the basis for the practical part of the thesis. In the practical part the practise field research is realized in the local shopping centre. Through the questionnaire survey, the customers visiting the shopping centre are asked in person. Conclusively, collected data are evaluated in the research, the results are assessed, and appropriate suggestions are proposed.
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Rebuilding the shopping center Chodov and impact on the shopping atmosphere
Konášová, Jana ; Chylíková, Hana (advisor) ; Heřtus, Lukáš (referee)
Reconstruction of the shopping center is very complicated and challenging process. Reasons for the reconstruction may be different. In this case it is about expansion the shopping centre and renovation the older part of the shopping centre in the same time. The project completion should bring a modern touch, elegance and a pleasant shopping atmosphere in the shopping centre Chodov. In this paper I will look at this rebuilding from the marketing view. The aim of this work is to evaluate the rebuilding of the shopping centre Chodov and the impact of the conversion to the shopping atmosphere.
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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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