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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 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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