Retailing is the considerable element of today economy. This sector was rapidly developing during past years. It was easy to make consumers spend their money because they wanted to spend money. Today consumers are no longer eager to spend as much as before. Therefore retail companies should find new ways to motivate customers to expend. The aim of this research is to define to which extent retailers suffered from economic downturn and to find out which marketing tools they implemented in order to adapt to new market conditions. In order to investigate the variety of possible scenarios, two countries were taken into consideration. Sweden as one of the most stable economies in the world and Russia as country with promising perspectives but unpredictable and risky environment. The goal of taking two countries for the survey was identifying common and diverse traits of changed retailing conditions and necessary measures to follow it. Qualitative method was chosen for current dissertation embodied by case study analysis of leading retail companies in both countries. Primary data from conducted interviews and secondary data from annual reports and statistical authorities were used for analysis. The findings showed that Russian retail was stricken by economic downturn much more than Swedish. Apart from it, customer’s behavior in Sweden did not change significantly as long as Russian consumers changed their store format preferences in favor of discounters. Despite difference revealed in this issues the common characteristics of successful post-recession marketing strategy were discovered. Low price is now the key element of successful retailer. Other elements of marketing strategies play only supportive role in struggle for consumer’s wallets.

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.

Under the breakthrough of developing a series of technique in chain store management in terms of the inspiration of those knowledge imported by the main economic advanced nations, America and Japan, in the era of 1970, our traditional business model in Taiwan experiences an unexpected attack under the trend. However, comparatively, some retail chain industry still exploits this creation and gets good grades in running the business. With the rise of the E-commerce in B2C, the issue of how to use present resource and organization to integrate the virtual channel and market of E-commerce is quite essential for us to discuss. First of all, we collect related data and references as followings for the study: 1. Analyze the information of intra and extra e-commerce market. 2. Probe the key factors of developing e-commerce in B2C. 3. Anatomize the theory of competitive strategy. 4. Analyze the industrial ecology of intra convenience store. Second, interview with several related directors and staffs according to the information above. Furthermore, infer the conflict points and key factors in developing e-commerce in B2C by the case company in terms of the data corresponding integration. At last, submit the conclusion in the light of case study. Not only give the company and the whole retail chain industry some suggestions by the result of the research, but also expect to contribute the achievement to the retail chain industry in devoting the efforts in e-commerce of B2C. The crucial contributions of the study are: 1.Record the procedure and the process of importing e-commerce in B2C of the case company. 2.Analyze the case company in carrying out the strategic model of e-commerce so as to provide some references to the practical and academic field. 3.Probe the consideration and the intention of the case company to terminate and transfer the shopping network.

The diploma thesis deals with the analysis of FMCG (fast-moving-consumer-goods) shopping behavior and the retail chain positioning. The aim of the thesis is to evaluate the correspondence of the shopping behavior and the retail chain positioning for given retail chains. The analysis of shopping behavior is based on the questionnaire based on the representative sample of 4000 respondents. The shopping behavior is described with regard to seven segments defined by the Incoma GfK research agency. Two methods of shopping behavior are described in the thesis. The first one is the method based on the personally defined sorting rules created according to several questions selected from the questionnaire, and the second one that is based on the factor and cluster analysis. The self-created evaluating scale has been used to evaluate an influence of selected questions to segments viewed. In a similar way, the retail chains positionings have been determined based on the available data (opening hours , price level, provided services etc.). The correspondence of individual retail chain positioning and shopping behavior is evaluated in the conclusion.

<p><strong>Introduction:</strong> The retail market in the 21^st century will be determined on how quickly and efficiently the retailer can respond to shifts in consumer demands. Due to the physical environment of the store (store value) and the interaction with the consumer (shopping trip value), the local retail store has the advantage of generating this tangible and intangible information. It is then of importance that this information will be transferred towards the retailer, who has the opportunity to use this information and generate it into outputs that can be used as negoitables; this value creation process is an unique success indicator for creating a value network within retail supply chain.</p><p><strong>Purpose:</strong> The aim of this research is to present an understanding on the value creation process in the grocery retail chain.</p><p><strong>Methodology:</strong> Having an inductive nature, this thesis tried to bring a new understanding on value creation in grocery retail business, by using hermeneutics as a methodology approach. For empirical study, the qualitative approach was used. Data was collected through open-ended interviews with representatives in grocery retail chains.</p><p><strong>Conclusion:</strong> The main players in the value network were determined in a grocery retail chain as retailer, local retail store and other stores in the chain; and the suppliers. An intensive value exchange between the retail store and the retailer was found and following that, it was concluded that the retailer converts the value input from the local retail store into tangible and intangible value outputs towards suppliers. Combining the conclusions, the research defines that a value network is existing, but on a very low level. But more to the point, the study shows the importance of value creation by the retail chain, and that creating the possibility to share information about products, in-store experience, consumer knowledge, and consumer requirements is one of the biggest advantage the grocery retail chain has to develop this value network further.</p><p> </p>

The aim of this diploma thesis is the analysis of private labels and the consumer perception of private labels. The theoretical part is focused on brands, brand management, private labels and development at the world and the czech market. The practical part deals with research private label products and research among consumers. Based on the analysis, recommendations suggest retail chains to increase the share of private labels in total sales.

Introduction: The retail market in the 21st century will be determined on how quickly and efficiently the retailer can respond to shifts in consumer demands. Due to the physical environment of the store (store value) and the interaction with the consumer (shopping trip value), the local retail store has the advantage of generating this tangible and intangible information. It is then of importance that this information will be transferred towards the retailer, who has the opportunity to use this information and generate it into outputs that can be used as negoitables; this value creation process is an unique success indicator for creating a value network within retail supply chain. Purpose: The aim of this research is to present an understanding on the value creation process in the grocery retail chain. Methodology: Having an inductive nature, this thesis tried to bring a new understanding on value creation in grocery retail business, by using hermeneutics as a methodology approach. For empirical study, the qualitative approach was used. Data was collected through open-ended interviews with representatives in grocery retail chains. Conclusion: The main players in the value network were determined in a grocery retail chain as retailer, local retail store and other stores in the chain; and the suppliers. An intensive value exchange between the retail store and the retailer was found and following that, it was concluded that the retailer converts the value input from the local retail store into tangible and intangible value outputs towards suppliers. Combining the conclusions, the research defines that a value network is existing, but on a very low level. But more to the point, the study shows the importance of value creation by the retail chain, and that creating the possibility to share information about products, in-store experience, consumer knowledge, and consumer requirements is one of the biggest advantage the grocery retail chain has to develop this value network further.

A diploma thesis deals with food quality labels in the Czech Republic. Quality labels are granted by the Department of Agriculture, private companies or by retail chains. The thesis describes various food quality labels granted by various organizations. A research question is: "Prefer costumers buying food with a quality label?" An author conducted a questionnaire research focused on the quality label Klasa, which is granted by the Department of Agriculture of the Czech Republic. Results of the research were compared with a research focused on the other quality label - Regionální potravina. In the following part of the thesis are compared systems of food quality labels in the Czech Republic and in foreign countries. The problem of costs connected with working of private labels is also mentioned in the thesis. Special attention is paid to private labels of food retail chains, because they are very important and economically strong players on the food market in the Czech Republic.

The diploma thesis analyzes marketing activities of retail chains in the Czech Republic. It summarizes basic knowledge about trade, marketing, marketing communications and basic methods of marketing research. It deals with particular retail chains with focus on modern trade, from the traditional trade it focuses on COOP chain. It examines different marketing activities of retail chains and sets best practice. For COOP chain is carried out a deeper analyses of marketing activities based on approach of SWOT analyses. The thesis also uses a knowledge from questionnaires: one was the internet questionnaire and the other was conducted via personal questioning among COOP customers. Final proposals incorporate marketing activities that can be used in any retail chain and also a set of recommendation of marketing activities designated especially for COOP chain.

It has become more and more evident that independent food retailers must co-ordinate their individual efforts if they are to gain an operating efficiency paralleling that of the corporate multiple-unit or chain system. Such co-ordination largely has taken three courses: (1) group buying clubs, (2) wholesale- sponsored voluntary chains, and (3) retailer-owned co-operative warehouses. It is the last of these that this study suggests as the most appropriate course for Denton independent retailers.