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Localization factors of shopping centers: Case study of shopping centers in Prague
Hladík, Zdeněk ; Spilková, Jana (advisor) ; Pospíšilová, Lucie (referee)
Localisation of economic activities is an often debated issue in the expert literature. In particular, the factors determining the location of retail units in such a complex environment, as is the metropolitan Prague, is a very complicated process. Variance of several meters can determine the entire success or failure of the shopping center. Therefore, the first part of this thesis presents and discuss a broad range of studies and methods with different approaches to determine location analysis. The results of this thesis show the efforts of customers to minimize time and effort spent on shopping, which is just a reflection of the proximity and availability of metro station as the main localization factor in Prague's area. However, not only the location, but also the preferences of customers of specific marketing mix and characteristics affect the success of these centers. Key words: shopping center, localisation factors, Prague, metro, availability
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Behaviour of Shopping Centre Visitors
POPELOVÁ, Renata
Diploma thesis is focused on the behavior of the visitors of the Shopping Center Géčko. In the theoretical part, there are explained the basic terms from the domain of customer behavior and there is also the specification of shopping centers. The practical part contains quantitative research. The main purpose of this thesis is to propose recommendations for the management of the shopping center based on the results of the questionnaire.
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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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The Use of New Technology in the Field of In-store Marketing Communication in the Czech Republic and Abroad
Altalová, Kristina ; Jesenský, Daniel (advisor) ; Slavík, Jan (referee)
The bachelor's thesis entitled "The Use of New Technology in the Field of In- store Marketing Communication in the Czech Republic and Abroad" adresses the use of new technologies, like the iBeacon technology, LCD monitors, mobile technologies, iPads and other interactive devices in the in-store marketing communication & point of sale. The theoretical part is mainly focused on the explanation of basic terms connected to in-store marketing, it's tools and whole functionality. In the practical part the theoretical knowledge is then implemented into the reality of czech shopping malls. More specifically onto the Černý Most shopping center & Palladium shopping center. The information about the subject is aquiered mainly by my own field reasearch and also by consultation with the people working in this particular field of marketing. The aim of this bachelor's thesis is to describe possibilities connected to new technlogies in this type of marketing communication and also to inform about their usage today in Czech Republic. The final summary holds mainly recommendations for czech market about implementation of these technologies.
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Localization factors of shopping centers: Case study of shopping centers in Prague
Hladík, Zdeněk ; Spilková, Jana (advisor) ; Pospíšilová, Lucie (referee)
Localisation of economic activities is an often debated issue in the expert literature. In particular, the factors determining the location of retail units in such a complex environment, as is the metropolitan Prague, is a very complicated process. Variance of several meters can determine the entire success or failure of the shopping center. Therefore, the first part of this thesis presents and discuss a broad range of studies and methods with different approaches to determine location analysis. The results of this thesis show the efforts of customers to minimize time and effort spent on shopping, which is just a reflection of the proximity and availability of metro station as the main localization factor in Prague's area. However, not only the location, but also the preferences of customers of specific marketing mix and characteristics affect the success of these centers. Key words: shopping center, localisation factors, Prague, metro, availability
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Attitudes and buying behaviour of customers of a shopping center
HOLEČKOVÁ, Michaela
The topic of thesis is "The attitudes and buying behavior of customers of a shopping center." The aim of this work was to evaluate the attitudes and buying behavior of customers, specifically in the Business Centre Čtyři Dvory in České Budějovice, which conducted a questionnaire survey. At the same time also set targets for evaluation in this shopping center, depending on gender and determine whether they are in the center of satisfied customers buying From the perspective of a range of products and services offered. Currently, traders and developers play an increasingly difficult market rival battle for customers, so it is important to offer customers in the centers of the various alternatives both here to spend their leisure time to the management of these centers attract more visitors. It is therefore necessary to know what the customer when buying most affects what range of services or favors, as they are exposed interior of the shopping centers and the like. These factors may play a key role in ensuring the popularity centers and higher customer satisfaction.
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Retailing in China
Urbášková, Aneta ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Práce se zabývá stavem retailingu v Číně, identifikuje trendy, které jsou aktuální a které bude země do budoucna následovat. Popisuje kulturní charakteristiky čínského spotřebitele a jejich aplikaci na retailingové prostředí. Využívá příklad zahraničních retailerů, aby popsala moderní retailingové metody a formáty. Dále se zabývá nákupními centry, vysvětluje, proč došlo k rychlému nárůstu jejich počtu a popisuje jejich specifika oproti evropským. Uvádí příklad 3 nákupních center v Číně a popisuje situaci v Shanghai jako zástupce nejrozvinutějšího trhu v Číně.
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Retailing v Bělorusku
Biazrukaja, Aksana ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
Práce se zabývá stavem retailingu v Bělorusku. Popisuje změny, které v posledních letech prožívá Bělorusko a znázorňuje jak tyto změny ovlivňují maloobchod. Uvádím tady přehled jak kvantitativních (růst počtů obchodů, tržeb, atd.), tak i kvalitativních změn (změny vzhledu prodejen, forem prodejních jednotek, atd.).
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