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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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Vliv nákupního prostředí při koupi vybraných alkoholických nápojů v prodejnách s potravinami
Kramářová, Denisa
The aim of this bachelor thesis is to identify the most important factors influencing the consumer behaviour in the selection of alcoholic beverages in the grocery stores, the emphasis was put on factors at the point of sale. For these purposes, field research (n = 35), observation and in-depth interviews (n = 32) were conducted. Qualitative data were evaluated using content analysis. Based on the results of the research, generally recommendations for sellers of these alcoholic beverages were created.
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The usage of sensory margenting at the point of sale
Jílková, Veronika ; Klabíková Rábová, Tereza (advisor) ; Vranka, Marek (referee)
The bachelor thesis contemplates sensory marketing at the point of purchase with specific focus on its implementation in practice. The first part looks into the psychology of a customer and tries to find reasons for his purchasing decisions. Because more than 80 % of customers decide on a purchase of a product at the point of purchase, the importance of marketing communication at the point of purchase which can influence the impulsive purchase is immense. Moreover, nowadays customers expects a unique experience connected with emotions from shopping. Therefore, the second part focuses on the sense-oriented marketing which is based on emotions. That suggests that in order to draw positive emotions from a customer it is essential to appeal to his emotions. Based on findings included in the part dedicated to sensory marketing, the thesis concentrates on the examples of effective usage of this type of marketing communication in practice. Using a field research, several stores that offer their customers a exceptional experience from shopping are depicted thoroughly.
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The perception of advertisement and in-store communication by Czech consumer
Kozel, Adam ; Horová, Olga (advisor) ; Tyll, Ladislav (referee)
The main aim of this bachelor thesis is to analyse the contemporary position of advertisement in mass media and in-store communication on the Czech market and simultaneously, based on carried out marketing research, evaluate the way how Czech consumers perceive these two forms of communication mix. The thesis is divided into two parts. The theoretical part focuses on basic terms, division, practical examples, characteristic feature and function of advertisement and in-store communication on the Czech market. In the second part, the emphasis is placed on practical implementation of these examined actualities into primary survey in order to enable the verification and evaluation of the theoretical information in practice though the answers of the respondents. The conclusion summarizes the achieved results, evaluates repletion of goals, makes recommendations and analyses the data obtained from the conducted marketing research.
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Instore communication
Walzelová, Veronika ; Zamazalová, Marcela (advisor) ; Nikolič, Marta (referee)
The Thesis looks into problems of in-store communication from Brief of POS to final placement at the store. The core of the Thesis is to reveal non-efficient fields of otherwise very successful tools. The goal is to verify hypothetic problems which influence full effectiveness of POS tools at retail stores. The Thesis brings a different frame of reference and tries to reveal problems and make them visible, but to find out solutions as well. The results are supported by researches from 3 different fields. They are the customer research, the supplier and POS implementer research, and retail research (hypermarket). The methods used are observation, interview (personal and questionnaire) and assisted shopping. Confirmed problems which follow from researches and influence the effectiveness of POS are these: no certain definition of POS goals; inadequate attractiveness of POS for customers; low-cost production instead of creativity and originality; no harmony between material of display and exposed products and bad cooperation between all subjects within process of POS.
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Retail Marketing
Demuth, Jan ; Cimler, Petr (advisor) ; Chylíková, Hana (referee)
This thesis is about the situation of retail marketing in Czech republic, with a special focus on in-store marketing instruments and activities. The goal of this work is to evaluate the application of these marketing instruments in a specific retail store. This chosen store is supermarket Billa. The first part of the thesis is offering theoretical base for in-store marketing activities and also presents the history of retail marketing in Czech republic. The second part is focusing on the situation in the chosen retail store and offers an evaluation of it's marketing activities.
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