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Using of POP resources in the selected retail unit
JANČUROVÁ, Aneta
This thesis begins with the theoretical part where are explained some important terms. At the beginning it is defined what business, marketing including marketing mix, POP means and marketing research are. POP means represent a set of advertising materials and products that are used at the sale promotion for a particular product. This covers, for example, floor graphics, inflatable model, the sales rack, etc. In the practical part is conducted field research that takes place in the retail unit Albert Hypermarket. Fieldwork was carried out in person face to face via questionnaire. The main target of this work is to evaluate the use of POP resources in the selected retail unit. A research question is whether or not the respondents are satisfied and whether or not they pay attention to POP resources in the retail unit. Finally, the results of research are evaluated and the recommendations for improvement are suggsted.

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