Dans cette thèse, portant sur l’effet de l’attitude à l’égard de l’argent sur la perception de la valeurpar le consommateur, l’enjeu premier a été d’élaborer le concept de l’argent. Pour cela une largerevue de littérature a été réalisée permettant de comprendre ses différentes dimensions etsignifications. Par ailleurs, il a fallu également élaborer le concept de la valeur en relation avec celuide l’argent, selon une approche intégrative, en dépassement des clivages théoriques classiquesautour de ce concept. Ce cadre théorique intégrateur a permis l’élaboration d’un modèle conceptuelde recherche, explicitant l’effet prédictif de l’attitude à l’égard de l’argent sur la perception de lavaleur par le consommateur. Un tel modèle a été mis en oeuvre autour du concept de l’enseigne dedistribution, comme un espace privilégié de dépense monétaire et de recherche de la valeur par leconsommateur. La réalisation de l’étude au sein du contexte culturel marocain a nécessité de mettreau jour une nouvelle échelle de mesure de l’attitude à l’égard de l’argent. Les résultats obtenus ontpermis de valider l’ensemble des hypothèses du modèle de la recherche. Ce qui permet d’accepter leprincipe de l’hypothèse générale de l’effet déterminant de l’attitude à l’égard de l’argent sur laperception de la valeur par le consommateur. De tels résultats ont permis à cette thèse, au-delà deslimites qu’elle présente, de dégager des contributions évidentes à la recherche, au niveau théorique,méthodologique et managérial. Ils permettent également de définir des voies de recherche nouvelles. / In this thesis, on the effect of attitude towards money on the perceived value by the consumer, theprimary issue was to develop the concept of money. For this, a wide literature review wasconducted to understand its different dimensions and meanings. Moreover, it was also necessary todevelop the concept of value in connection with the money, according to an integrative approach,beyond traditional theoretical divisions around this concept. This integrator theoretical frameworkhas enabled the development of a conceptual model of research, explaining the predictive effect ofattitude towards money on the perceived value by the consumer. Such a model has beenimplemented around the concept of the retail chain as a special area of monetary expense andresearch of value to the consumer. The completion of the study in the Moroccan cultural contextneeds to uncover a new scale for measuring attitude toward money. The results have validated allthe assumptions of the research. This allows us to accept the principle of the general assumption ofthe determining effect of attitude towards money on the perceived value by the consumer. Theseresults have allowed this thesis beyond its present limits, to identify obvious contributions toresearch, at theoretical, methodological and managerial level. They also allow defining new ways ofresearch.

Syftet med detta arbete är att ta reda på hur konsumenter handlar konfektion och hur butiker kan påverka kunden till köp i butik. Metoden bygger på sökande av information genom litteratur, Internet, intervjuer och en enkätundersökning. Avgränsningen kring konsumentundersökningen är att endast studera kvinnor i åldrarna 20-60 år. Enkäten skickas endast ut via mail, kundklubb och Facebook för att spara tid.Arbetet bygger på tre huvuddelar: Köpbeteende, Marknadsföring och Butikskommunikation.Teorin består av relevant fakta från olika litterära verk samt Internetsidor. Teorin beskriver vad som påverkar en kund när hon handlar. Det är bland annat humör, tidpunkt, marknadsföring, butikskommunikation, service och atmosfär i butiken.Den empiriska delen är grundad på två intervjuer med personer med stor erfarenhet från konfektionsbranschen samt en enkätundersökning om kvinnors köpbeteende i åldrarna 20-60 år och hur de anser sig handla i butik. Frågorna som ställts handlar mycket om vilka faktorer butiker arbetar med för att skapa en säljfrämjande miljö. Resultaten av de båda intervjuerna stämmer väl överens med varandra.Av enkätsvaren kan inget specifikt mönster inom köpbeteende urskiljas. Däremot visar den på gemensamma drag och samband mellan vissa frågor. Utifrån svaren har det också gjorts tre olika exempelkunder av de respondenter som svarat. De olika exempelkunderna kallas för: Karriärkvinnan, Småbarnsmamman och Studenten. Enkäten har vissa brister vilket kan ha påverkat utfallet. En mer genomarbetad enkät hade varit att föredra. Resultaten från intervjuerna och enkäten tyder på att det finns ett samband med hur butiker bygger upp en bra butik och vad kvinnor påverkas av och förväntar sig av en bra butik. Jämförelsen mellan teorin och empirin visar att det finns gemensamma drag om hur konsumenter handlar i butik och hur butiker kan arbeta med olika faktorer som ljus, färg, doft, musik, skyltning, hängning och butikslayout för att skapa en säljfrämjande miljö. / <p>The purpose of this work is to find out how consumers buy clothing and how stores can influence customers to buy in the store. The method is based on the search of information through literature, internet, interviews and a survey. The demarcation around the consumer survey is to only study women aged 20-60 years. The inquiry is only sent out through email, Facebook and a customer club in order to save time. The work is based on three main elements: purchase behavior, Marketing and Communications Retail. The theory consists of the relevant facts from various literary works and Internet sites. The theory describes what influences a customer when she shops. It can be: a particular mood, time, marketing, retail communication, service and atmosphere in the shop. The empirical part is based on two interviews with people with great experience in the clothing industry and a survey of women's buying habits aged 20-60 years and how they believe they shop in stores. The questions raised are mostly about what factors stores are working with to create a promotional environment. The results of the two interviews is consistent with one another. Of the responses, no specific patterns in buying behavior can be distinguished. However, it shows the common features and relationships between certain issues. Based on the responses it has also been made three different example customers based on responded to the survey. The example customers could be called: The career woman, the mother and the student. A more thorough survey would have been preferable. The results from the interviews and the survey suggests that there is a connection with how a stores built up a good shop and what women are affected by and can expect from a good shop. The comparison between theory and empirical data show that there are common features on how consumers act in store and how stores can work with various factors such as light, color, scent, music, signs, hanging and store layout to create a promotional environment.</p><p>Program: Butikschefsutbildningen</p>

The objective of this study is to assess the functional strategies of retail pharmacies in South Africa with a view to identify and evaluate variables which universally and significantly influence their profitability. The study devoted attention to both external, uncontrollable variables and internal, controllable variables. The functional strategies were assessed by means of management audit criteria. A sample of 800 retail pharmacies was selected from the 2 755 retail pharmacies in South Africa at the time of the study. A response rate of 32% was achieved. Multiple regression analysis was used in this study and the influences identified may be summarised as follows: Positive influences: General management : Written mission statement; Strength and weaknesses analysed. Marketing management: Location in a medical centre; Trading hours; Number of prescriptions dispensed. Personnel: Number of management courses attended. Purchasing: Purchase ratio. Financial management: Single proprietorship; Partnership. Negative influences: General management : Lack of a written mission statement. Marketing management: Location in a shopping centre; Location on the street front; Pricing by means of percentage mark-up (Pricing may be regarded as a variable related to both marketing and financial management.) Personnel: -. Purchasing: -. Financial management: Discounts afforded to medical schemes; Close corporation In order to enhance and improve their profitability, retail pharmacists should capitalise on those variables which influence profitability positively and modify those variables which were found to influence profitability negatively. Recommendations are made on how the above variables should be used to influence the profitability of retail pharmacies positively. / Business Management / D. Com. (Business Economics)

XXX Pharmacy is an independently-owned retail pharmacy in Johannesburg. Good Pharmacy Practice standards make it mandatory for pharmacists to provide “pharmaceutical care”, a highly patient-centred approach to providing pharmaceutical services. Since XXX Pharmacy has a high patient load, a shortage of dispensary staff and a strategic focus on operational efficiency, the question arose whether pharmacists comply fully with Good Pharmacy Practice standards for the provision of pharmaceutical care. Non-compliance poses operational risks that could undermine the business’s financial performance. The research statement was thus that the current performance management system undermines compliance with Good Pharmacy Practice standards for the provision of pharmaceutical care to patients. A triangulation approach was used. The quantitative research method, in which 200 patients completed a questionnaire, investigated two research objectives: (i) whether the pharmacy complies with Good Pharmacy Practice standards for pharmaceutical care; and (ii) whether there is a relationship between patients’ race or gender and their responses. The qualitative research method involved conducting individual semi-structured interviews with all four dispensary employees to achieve another two research objectives: (i) to determine whether the provision of pharmaceutical care is viewed as a key performance area by pharmacists; and (ii) to investigate what aspects of the implementation of the performance management system are viewed as enabling or undermining the provision of pharmaceutical care.

Low prices in textile fabrics are a phenomenon that can be traced back for centuries. In 2011 a new record was set when 37.7 percent of all items in the fashion commerce were sold at a discounted price. Retailers today on the Swedish market have taught the consumers a new consumption behavior due to the constant flow of new products. It has become difficult to increase a price of a product due to globalization and the hard competition it brings. Economies of scale have made it possible for retail chains to offer products with low prices. Because of the fluctuated demand among consumers today clearance sales have become a natural part of a company’s business strategy.The purpose of the thesis is to define if companies use clearance sales as a strategy in today’s volatile business world and to compare retailers’ approaches with consumers’ attitudes towards clearance sales. This study questions whether clearance sales are necessary today. The purpose is also to clarify if clearance sales can be limited by several factors and how companies will manage clearance sales in the future.The methodology used in this thesis is an inductive approach together with a qualitative and a quantitative research strategy. A case study including interviews with seven different retailers and a survey with 100 participating consumers have been accomplished.The authors of this thesis could not discover a strategy how clearance sales are managed among the participating retailers. They claimed that clearance sales are necessary and that it is a result of faulty forecasting and a decreased willingness to buy among consumers due to the volatile business world. A speeded up system with more collections each year stresses and forces retailers to purchase more products that cannot be sold at regular prices, which in the end lead to even more clearance sales. Clearance sales affect the companies differently depending on their retail construction.The authors have noticed a shift in the society where consumers’ willingness to buy has decreased due to a rise in environmental thinking. Meanwhile, companies are still using clearance sales as a tool with the purpose to attract consumer to low prices. However the authors claim that clearance sales have lost its function. Companies are realizing that they need to understand their consumers and their market so that their forecasts are more correct and thereby they will have less unsold products that will end up at clearance sales. / Program: Master programme in Applied Textile Management

O ambiente econômico atual de alta concorrência impulsiona a busca inteligente por soluções que capacitem as empresas a apresentarem reduções de custos e aumento de rentabilidade, além de proporcionar a satisfação do consumidor, fatores fundamentais para a garantia de sobrevivência e crescimento. É sob esse contexto que surge o ECR (Efficient Consumer Response), iniciativa em que fabricantes de produtos de mercearia, varejo, atacado e demais facilitadores trabalham em conjunto para reduzir custos desse canal de marketing e possibilita maior valor ao consumidor. O Gerenciamento por Categorias é uma ferramenta que faz parte do ECR e permite a redução de custos de fornecedores e varejistas propiciando melhor exposição, abastecimento e variedade de produtos; calendário eficiente de promoções; maior giro e menor estoque, aumento na rentabilidade e preços competitivos, ao mesmo tempo em que focaliza práticas de merchandising e marketing eficientes orientadas para o cliente, foco principal desta ferramenta. Esta dissertação procurou conhecer o relacionamento entre fornecedor e varejo com a utilização da ferramenta, identificando as opiniões dos varejistas sobre seus fornecedores e vice-versa, apresentando os principais pontos de divergência e semelhança entre estas opiniões, além de identificar e caracterizar as variáveis do relacionamento entre os parceiros que prejudicam e os que favorecem o processo de Gerenciamento por Categorias. Devido à natureza dos objetivos estabelecidos, foi adotado o método exploratório com base em estudo de caso. Foram analisados uma rede de varejo supermercadista e dois fornecedores de categorias distintas: café e limpeza. Utilizaram-se questionários eletrônicos estruturados e entrevistas para levantamento das informações. Foi possível identificar pontos convergentes e divergentes quanto ao conceito de parceria, mostrando a necessidade de alinhamento em alguns aspectos fundamentais do conceito para melhor atendimento das expectativas dos parceiros. O tempo de parceria e a utilização de um instrumento legal menos formal (maior interação interpessoal) mostraram afetar negativamente o relacionamento. Os principais problemas levantados no estudo são referentes às variáveis: comunicação, investimento específico, comprometimento, confiança e cooperação, contradizendo o que estas empresas afirmam ser importante para uma boa relação de parceria. O relacionamento entre fornecedor e varejo no Gerenciamento por Categorias precisa ser mais bem desenvolvido, estimulando o maior envolvimento dos parceiros, principalmente os varejistas que se mostram com menor empenho no desenvolvimento do relacionamento e da ferramenta. Embora existam divergências entre os parceiros, as empresas participantes deste estudo disseram estar satisfeitas quanto aos resultados obtidos com a implantação do Gerenciamento por Categorias. / The very competitive recent economic environment propels the intelligent search for solutions that enable the companies to present costs reduction and profitability increase, besides meeting the consumer satisfaction, which are the fundamental factors for survival and growing warranty. It is under this context that the Efficient Consumer Response (ECR), an initiative in which manufacturers of products, such as, from grocery stores, from retail, from wholesale, and other facilitators, work together to reduce costs of this marketing channel and enable higher value to the consumer. The Category Management is a tool from the ECR, it allows the costs reduction of suppliers and retailers, providing better exposition, supply, and variety of products; sales promotion efficacy calendar; bigger rotation and lower inventory, profitability increase and competitive prices, by also focusing on efficient merchandising and marketing practices directed to the client that is the main focus of this tool. The present dissertation aimed at reporting the relation between the supplier and retail by using the tool, identifying the retailers opinions about their suppliers and vice-versa, presenting the main divergence and similarity points among these opinions, besides identifying and characterizing the relation variables between the partners that injure and those that favor the Category Management process. Due to the established objectives nature, the exploratory method was taken based on the case study. A supermarket retail chain and two different categories of suppliers coffee and cleaning were analyzed. Structured electronic questionnaires and interviews to survey information were used. It was possible to identify convergent and divergent points as to the partnership definition, showing the need of aligning in some fundamental aspects of the definition to better serve the partners expectations. The partnership time and the use of a less formal legal instrument (better interpersonal interaction) seemed to negatively affect the relation. The main issues that were reported in the study refer to the variables: communication, specific investment, commitment, trust, and cooperation, which are opposed to what these companies state to be important for a good partner relation. The relation between the supplier and retail in the Category Management needs to be more developed, encouraging the greatest involvement of the partners, specially the retailers that have better performance in the relation and tool development. Although there are divergences between the partners, the companies that are participating of this study stated that they are satisfied as to the results obtained with the Category Management implantation.

Esta tese estuda a implementação de heurísticas e da metaheurística scatter search (SS) em um problema de roteirização de veículos com frota heterogênea, janelas de tempo e entregas fracionadas (Heterogeneous Fleet Vehicle Routing Problem with Time Windows and Split Deliveries – HFVRPTWSD). O HFVRPTWSD é uma combinação do problema de roteirização com frota heterogênea (HFVRP), problema de roteirização de veículos com janelas de tempo (VRPTW) e problema de roteirização com entregas fracionadas (VRPSD). O problema é baseado em um único depósito, a demanda dos clientes pode ser maior que a capacidade dos veículos e, além das restrições de janelas de tempo, há também restrições de capacidade dos veículos e restrições quanto ao tipo de veículo. O VRPSD foi introduzido na literatura por Dror e Trudeau em 1989. No problema de roteirização de veículos com entregas fracionadas, cada cliente pode ser abastecido por mais de um veículo, enquanto no problema clássico de roteirização de veículos (VRP), cada cliente é atendido por um único veículo. Desta forma, para o VRPSD, além dos roteiros de entrega, deve-se determinar a quantidade entregue a cada cliente em cada veículo. Todos os problemas de roteirização com entregas fracionadas encontrados na literatura (VRPSD e suas extensões) têm como característica frota homogênea. O problema estudado neste trabalho difere, portanto, de todos os problemas de roteirização com entregas fracionadas da literatura, pois tem, como característica, frota heterogênea. O mesmo raciocínio vale para problemas de roteirização de veículos com frota heterogênea. Os modelos são aplicados em uma rede de varejo no Brasil que é abastecida a partir de um centro de distribuição. A rede compõe um total de 519 lojas distribuídas em 12 estados do país. As heurísticas e a metaheurística scatter search também são aplicadas em três conjuntos de problemas encontrados na literatura (SOLOMON, 1987; HO E HAUGLAND, 2004; LIU E SHEN, 1999), com o objetivo de avaliar o desempenho dos algoritmos para cada problema. O problema consiste em determinar, a cada dia, como alocar os caminhões às lojas, a quantidade de carga em cada caminhão a ser entregue em cada uma das lojas, qual o melhor roteiro e o tempo de início de atendimento do primeiro cliente da rota, de forma a minimizar o custo total de distribuição, garantindo que a demanda das lojas seja atendida e as demais restrições do problema sejam respeitadas. Para a resolução do VRPSD e suas extensões, a única metaheurística encontrada na literatura foi busca tabu. Para o problema de roteirização com frota heterogênea e suas extensões, foram implementadas apenas as metaheurísticas busca tabu e BATA (Back-Tracking Adaptative Threshold Accepting). As estratégias de solução propostas no presente trabalho consistem na implementação de heurísticas construtivas e da metaheurística scatter search. As soluções iniciais de SS são obtidas através da implementação de quatro heurísticas construtivas: heurística de economias, heurística de inserção seqüencial baseada nas idéias de Solomon (1987), heurística de inserção seqüencial baseada nas idéias de Ho e Haugland (2004) e adaptação da heurística de inserção seqüencial de Dullaert et al. (2002). Para o caso real, foi possível uma redução no custo total da frota comparado com a solução atual da empresa. Para algumas instâncias dos três conjuntos de problemas da literatura, os algoritmos apresentaram resultados similares ou superiores às melhores soluções encontradas. / This thesis studies the implementation of heuristics and scatter search (SS) metaheuristic in a Heterogeneous Fleet Vehicle Routing Problem with Time Windows and Split Deliveries (HFVRPTWSD). The HFVRPTWSD is a combination of Heterogeneous Fleet Vehicle Routing Problem (HFVRP), Vehicle Routing Problem with Time Windows (VRPTW) and Vehicle Routing Problem with Split Deliveries (VRPSD). The problem is based in a single depot, the demand of each client can be greater than the vehicle’s capacity and beyond the time windows constraints, and there are also constraints on the vehicle capacity and vehicles type. The VRPSD was introduced in the literature by Dror e Trudeau in 1989. In the split deliveries vehicle routing problem, each client can be supplied by more than one vehicle; while in a classic vehicle routing problem (VRP) each client is supplied by only one vehicle. Thus, for the VRPSD, besides the delivery routes, the amount to be delivered to each client in each vehicle must also be determined. All the split delivery vehicle routing problems researched in the literature (VRPSD and its extensions) have as a characteristic the homogeneous fleet. Therefore, the problem studied differs from the split deliveries vehicle routing problems of the literature because it has a heterogeneous fleet. The same reasoning can be applied in heterogeneous fleet vehicle routing problem. The models will be applied in a retail market in Brazil that is supplied by a distribution center. The market has 519 stores distributed in 12 Brazilian states. The heuristics and the scatter search metaheuristic will also be applied in three benchmark problems (SOLOMON, 1987; HO AND HAUGLAND, 2004; LIU AND SHEN, 1999), aiming to evaluate the design of the algorithms for each problem. The problem consists in determining, each day, how to allocate the trucks to the stores, the amount to be delivered in each truck to each client, which one is the best route and the initial time for attending the first client, with the aim of minimizing the total distribution cost, attending the clients’ demand and respecting all the problem’s constraints. For the VRPSD and its extensions, the only metaheuristic implemented in the literature was tabu search. For the heterogeneous fleet vehicle routing problem and its extensions, only the tabu search and BATA (Back-Tracking Adaptative Threshold Accepting) metaheuristics have been implemented. The strategies proposed here consist in the implementation of constructive heuristics and the scatter search metaheuristic. The initial solutions of SS are obtained with the implementation of four constructive heuristics: saving heuristics, sequential insertion heuristic based on the ideas of Solomon (1987), sequential insertion heuristic based on the ideas of Ho e Haugland (2004) and adaptation of the sequential insertion heuristic of Dullaert et al. (2002). For the real case, it was possible to reduce the total fleet cost, when comparing to the actual solution. At some instances of the three benchmark problems, the algorithms presented similar or better results when compared to the best solutions in the literature.

A década de 70 foi caracterizada por grande atividade de construtoras brasileiras no exterior, particularmente na África e no Oriente Médio. Nos anos 80, as organizações brasileiras destacaram-se pelo grande fluxo de investimentos realizados no exterior, e na década de 90, em conseqüência da abertura comercial que houve em nosso país, as empresas brasileiras foram buscar atualização tecnológica no exterior, para enfrentar competidores estrangeiros. Esse movimento de internacionalização caracterizou-se principalmente pelo deslocamento de empresas do setor industrial; a internacionalização das empresas de varejo é um fenômeno mais recente. Pesquisas sobre o processo de internacionalização da empresa varejista brasileira ainda não são muito numerosas no país, o que talvez se deva ao fato de que esse fenômeno ainda é relativamente recente no cenário brasileiro. Nesse contexto o estudo objetivou investigar a relação entre as teorias sobre internacionalização de empresas e o processo de expansão de empresas de varejo brasileiras para países estrangeiros e identificar o que leva uma empresa a se deslocar para outros países, para onde se desloca (por que escolhe determinados locais em detrimento de outros), quais são os modos de entrada selecionados e como as empresas se adaptam aos novos locais, sob os conceitos de internacionalização de empresas. O estudo utilizou dados secundários provenientes de teses, dissertações, artigos e Internet, além de dados primários coletados em entrevistas em profundidade com os principais gestores de dez empresas de varejo brasileiras. A metodologia de pesquisa empregada englobou a Análise de Conteúdo e a Análise de Correspondência. Um dos resultados do trabalho foi a proposta de uma Taxonomia de Encadeamento Teórico sobre a internacionalização de empresas. A análise dos dados mostrou que todas as estruturas teóricas registradas nesta tese foram identificadas no processo de internacionalização das empresas de varejo brasileiras pesquisadas. / The decade of 1970 was characterized by the intense activity of Brazilian construction companies abroad, particularly in Africa and the Middle East. In the eighties, Brazilian organizations stood out because of the large flow of investments they made abroad and in the nineties, as a result of the trade opening made in our country, Brazilian companies sought updated technology abroad to face foreign competitors. However, the movement of internationalization is primarily characterized by the displacement of industrial companies. The internationalization of retail businesses is a more recent phenomenon. Studies on the process of internationalization of Brazilian retail companies are not numerous yet in the country. This may be due to the fact that this is a still relatively recent phenomenon in the Brazilian scene. Therefore, this study aimed to investigate the relationship between the internationalization theories and the expansion process of Brazilian retail companies towards other countries. Additionally, by using the concepts of international business, this work sought to identify why companies go global, where they head, which entry modes they employ and how they adapt themselves to new locations. This work has utilized secondary data retrieved from theses, dissertations, articles and internet, besides primary data collected through in-depth interviews with executives from 10 Brazilian retail companies. Content Analysis and Correspondence Analysis techniques were employed. Findings a taxonomy for theoretical comprehension of the phenomenon under investigation. Data analysis showed that all theoretical frameworks employed in this work were present in the internationalization process of Brazilian retail companies.

O shopping center ainda é, sem dúvida nenhuma, um local atraente para os clientes realizarem suas compras. O mix de lojas presentes neste modal varejista, responsável pela oferta de serviços como estacionamento, entretenimento, alimentação, além de uma gama interminável de todo tipo de mercadoria que se possa imaginar, é o responsável por atrair, todos os dias, milhares de clientes para seu interior. Não obstante todas essas facilidades, os lojistas de shopping centers estão enfrentando uma forte concorrência de outros modais varejistas como as vendas diretas (por meio de demonstradores), as compras eletrônicas; a venda automática (por meio das máquinas de venda) e os serviços de compras (varejo sem loja que atende a clientes específicos). Em função disso, este trabalho propôs-se a discutir como as lojas poderiam atrair uma maior atenção de seus clientes por intermédio do valor percebido por eles. Este valor, sob a perspectiva do benefício, deriva da avaliação global do cliente quanto às vantagens que ele ganha ao ponderar os benefícios e os sacrifícios percebidos quando adquire produtos. Tais sacrifícios podem ser de ordem não monetária (custos de transação, pesquisa, negociação, tempo incorrido na aquisição do produto etc.). Também se estudou o impacto deste valor na fidelização do cliente a certa loja. Após extensa consulta bibliográfica sobre os conceitos apresentados, adotou-se a metodologia do Discurso do Sujeito Coletivo (DSC) para se analisar os resultados obtidos na coleta dos dados por meio de entrevista com clientes fiéis de lojas situadas em shoppings. O DSC apoia-se na teoria da representação social, de Jodelet, segundo a qual grupos sociais específicos compartilham ideias e valores comuns em um dado momento. Ele busca, portanto, estabelecer um caminho sistemático para descobrir estas representações sociais destes grupos específicos no que tange aos temas propostos. Os resultados apresentados revelaram que o ambiente da loja e sua imagem influenciaram, muito positivamente, a percepção dos clientes como atributos importantes para se gerar valor percebido, enquanto o prestígio e o local onde a loja está situada dentro do shopping foram avaliados por eles como características medianamente influenciadoras neste sentido. Além disso, verificou-se que o valor percebido pelo cliente influencia, positivamente, em sua decisão de se tornar fiel a determinada loja. No final, foram lembradas ações de marketing que poderiam ser desenvolvidas pelos gestores de loja a fim de alavancarem o valor de loja percebido pelo cliente, na perspectiva dos benefícios, vital à sua fidelização. / The shopping mall is also, undoubtedly, an attractive location for customers to conduct their purchases. The mix of shops present in this retailer modal, responsible for the provision of services such as parking, entertainment, food, and an endless array of all kinds of unimaginable merchandises, is responsible for attracting, every day, thousands of customers to inside the mall. Despite all these easinesses, shopping center tenants are facing strong competition from other retailers modal as direct sales (through demonstrators), electronic shopping; automatic sale (through vending machines) and shopping services (retail without store that caters to specific customers). As a result, this study aimed to discuss how the stores could attract more attention of their customers through the non-monetary value perceived by them. This value, from the perspective of benefits, derives from the overall assessment of the client as to the advantages that he gets to weigh the benefits and perceived sacrifices when he purchase products. Such sacrifices may be non-monetary order (transaction costs, search, negotiation, time incurred in acquiring the product etc.). This Thesis also studied the impact of this value in the loyalty of the customer towards the certain store. After extensive bibliographical research on the concepts presented, we adopted the Collective Subject Discourse methodology (CSD) to analyze the results obtained in data collection through interviews with loyal customers of stores located in malls. The CSD is based on the theory of social representation, from Jodelet, according to which specific social groups share common ideas and values at a given time. It seeks therefore to establish a systematic way to discover these social representations of these specific groups regarding the proposed themes. The presented results show that the store environment and its image influenced very positively the perception of the customer as important attributes to generate non-monetary perceived value, while the prestige and the place where the store is located inside the mall were evaluated by them as moderately influential features in this regard. In addition, it was found that the non-monetary perceived value by the customer influences positively in his decision to become loyal to a particular store. In the end, marketing actions were reminded that could be carried out by store managers to promote the non-monetary perceived value by the customers, vital to their loyalty

This thesis describes the individual aspects of retail entrepreneurship of a small enterprise using the knowledge of large retail entrepreneurs. It introduces the business strategy of a clothing retail shop in Prague with an innovative business model, evaluates the external environment of the enterprise and its influence on the industry, outlines the procedures for managing specific areas of the operation and evaluates the feasibility of the enterprise utilizing a break even analysis and a cash flow forecast based on predefined criteria.