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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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The in-store communication of the Air Bank between 2011-2013
Jordán, Libor ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The Bachelor thesis entitled "In-store marketing communication of the Air Bank between 2011 - 2013" deals with Air Bank's marketing communication at the point of sale in the Czech Republic. It also aims at comparative descriptive analysis of in-store communication with the main competitor, Česká spořitelna. In the first part of this thesis is used the retrieval of resources available for in-store marketing communication including presentation of the basic concepts. It also describes the history of this kind of communication and sensory marketing. The second part deals with the description of the concept and the implementation of the corporate values to the in-store marketing communication of the bank. In this section there is also a comparative analysis with the competitor. The results describe the status of Air Bank's communication during the first two years of operation on the market and the evaluation of competitive benchmark analysis.
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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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Visual merchandising as a tool of in-store marketing communication
Kunc, Martin ; Jesenský, Daniel (advisor) ; Ježková, Tereza (referee)
The thesis covers the topic of visual merchandising, which is one of the in-store marketing communication tools. The aim of the theoretical part is to put this concept in the context of this type of marketing communication and to define it. The history of visual merchandising and its objectives, principles and aspects are described as well. The thesis shows the individual tools of visual merchandising, which are goods arranging, mannequins, lighting, signs and navigation, windows, working with materials and the use of colour, where the typology and use in practice are showed. Also, the distribution mechanism of goods in a store are described by the author. In the practical part an analysis of visual merchandising at two selected stores, Vans and Manufaktura, was made. The author describes it and compares with the concepts that are illustrated in the theoretical chapter. The practical part also includes structured interviews with representatives of the brands of both the analysed stores, where additional information on the visual merchandising of the entire stores were obtained. The main goal of this thesis is to introduce visual merchandising as a tool of in-store marketing communication, to describe its theoretical roots and to explore its influence on customers' behaviour. An additional aim is to...
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The Use of gamification in the Field of In-store Marketing Communication
Indrová, Anna ; Jesenský, Daniel (advisor) ; Vranka, Marek (referee)
This thesis focuses on the use of gamification in in-store marketing communication. Gamification, as a phenomenon of implementing game mechanics and principles in a non- gaming environment, is currently one of the fastest growing trends in marketing and is used across its different fields. This thesis focuses on the direct application of gamification and game mechanics at the point of sale, where it has the potential to engage customers, establish relationships and thus help brands to meet their marketing goals. The aim of the first part is to define the terms needed, define gamification itself as a part of game theories and game context. Also, to collect scientific data, researches and available information on gamification as an in- store marketing tool, which will be used as a basis to construct a strategy for proper implementation of gamification at the point of sale. The second part of the thesis serves several case studies, mapping implementation of gamification at the point of sale, which are subsequently evaluated on the basis of concepts and criteria defined in the first part of the thesis.
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The in-store communication of iSmoke.cz
Kopáček, Jakub ; Jesenský, Daniel (advisor) ; Koudelková, Petra (referee)
The thesis, "In-store marketing communication of iSmoke.cz", deals with in-store marketing communication, focusing mainly on multisensory communication and its practical use in the iSmoke Store. The first part of the thesis presents a definition of in-store marketing communication, describes basic tools and terminology of this strategy, introduces multisensory communication, and focuses on current trends in in-store communication. The second part of the thesis describes the concept of the iSmoke.cz online store and iSmoke Store focusing on the range of products, since they carry certain specific sales characteristics. The thesis also describes how in-store and multisensory communication are implemented in the iSmoke Store, making use of the theoretical basis laid down in the first part of the thesis. The aim of the thesis is to describe and evaluate the current state of in-store marketing communication and find more ways of incorporating specific tools and senses inside of the stores.
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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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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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