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Výlohy obchodů s oděvy
Pichová, Martina
The diploma thesis deals with clothes windows displays and their influence on potential customers and their shopping customs and behaviour. Detailed interviews with potential customers (n = 36) and shop managers (n = 21) were used in order to find out opinions about windows displays. Preference tests (n = 30) were used as a complementary method. Thanks to the gained data it was possible to identify mistakes in creating windows displays and subsequently to formulate recommendations for an appropriate presentation of goods in clothes windows displays.
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Faktory určující oblíbenost prodejny u zákazníka
Dudíková, Eva
This master thesis deals with the factors that influence a customer in a store and can affect its subsequent levels of popularity amongst consumers. It explores the psychology and behaviour of a customer and the individual elements that affect them in and outside of the store. The aim of this work is to make general recommendations for stores; what should they focus on and what should their attention be directed towards in order to make their stores popular among customers. In order to achieve this goal a qualitative survey was undertaken using in-depth interviews amongst 48 customers and 10 managers of stores. Additionally, a quantitative survey was undertaken through questionnaires sampling 468 customers.
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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 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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Marketing fashion brands with a focus on ZARA
Droščáková, Jana ; Tahal, Radek (advisor) ; Mráz, Otakar (referee)
The diploma thesis concerns with the specifics of fashion industry and marketing of fashion brands, with a closer focus and attention on a Spanish clothing brand Zara.The purpose of this work is to offer the reader an overview of marketing methods and tools used by fashion brands to reach, get and keep customers and to specify the actual forms of marketing communication used by the renowned Zara. The goal of the thesis is to find out the awareness of these marketing tools among Czech customers, what they think of the brand itself and then provide suggestions to improve its existing image. The first part gives an overview of available theory on fashion industry and marketing, and it describes and characterises the marketing communication of Zara. The second part is based on own marketing research with the purpose of defining the activity of the brand in Czech environment and unveiling the marketing goals of Zara in the Czech Republic. The aim is to find out the impact of the brand on Czech consumers and whether its idea of own positioning corresponds with the outcome of the consumer reasearch.
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Vizuální merchandising a dispoziční řešení malých prodejen s potravinami na Jižní Moravě
Stöhrová, Marika
This diploma thesis focuses on analysis of activities of merchandising in grocery stores. It aims to identify factors that influence customer when deciding about selection purchase. The main goal of this thesis is to evaluate placement and arrangement units in Southern Moravia. It also identifies mistakes retailers make, and provides customers expectation on an ideal grocery store. Objectives are achieved through quantitative and qualitative research. The questionnaire survey was conducted on a sample of 339 respondents. The survey was supplemented with personal visits of 30 retail stores. Collected data after processing were a ground for formulation of recommendations for grocery stores in respect of layout design and arrangement of assortment.
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Trojrozměrné modely v merchandisingu
Novosadová, Hana
The Diploma thesis deals with retail, merchandising and visual merchandising. The thesis focuses on every element that forms shopping environment and creates pleasant shopping atmosphere for the customers. The practical part tries to show a way how to make a decision about lighting a store. Models of different shops are made in 3D graphics with different lighting setting and a quality research shows which of them would the customers prefer the most.
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