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The Master´s Thesis deals with the category management on the supplier´s side. The main objective of the thesis is to find the best shelf optimization for the selected categories. In the theoretical part there are defined the main terms and the category management process. The analytical part is then focused on the whole category management process in Albert. The analytical part is based on primary and secondary data. The primary data consists of quantitative questionnaire, observation and interview with customers. The secondary data are based on MML-TGI research, GfK reports and Nielsen reports. In the thesis there is a big emphasis on the customer shopping behaviour. At the end of the thesis there are given shelf proposals and recommendations to the retailer.

The report is an attempt to incorporate consumer insight in the female sportswear segment to figureout how it can be used in the clothing industry. The consumer insight methods are performed on anexperimental basis to get a perception of how it can be done and figure out how it differs fromtraditional market research. The research aims to clarify the important parameters on which buyingdecisions are made. The parameters will be based on price, function, fit, brand, design etc. Thereport is made in cooperation with the company Röhnisch sportswear.The consumer insight concept is a part of a consumer driven or consumer oriented businessapproach. The concept strives to find unconscious needs, the driving forces behind them and furtherput them in a context to solve a problem for the consumer. The aim is to satisfy consumers and atthe same time develop a competitive and successful business model. While traditional marketingresearch usually describe what is, a consumer insight approach aim to understand why.The methods used in this research are participative observations, in-depth interviews, gymobservations and market survey. The qualitative and quantitative methods have been compared anddiscussed. The relevance and the importance of the methods used are highlighted and prioritizinglists are estimated. The result shows a wide variety of shopping behaviours. Varied shoppingbehaviour can be seen depending on products. Essential parameters for an exercising garment are fitand design. The importance of other parameters is also discussed in the report. On one hand aselective, focused and deterministic approach is seen and on the other hand a more passive andopen attitude is observed. Feeling comfortable in terms of aesthetical aspects is essential to motivatethe exercising activity. / Program: Magisterutbildning i Applied Textile Management

<p>In what atmosphere do people feel welcomed and comfortable? What are their needs, preferences, expectations and how do these affect their shopping behaviour? The proportion of older persons in the population is constantly growing so in the new future there will be more and more older shoppers in the stores. This study has from a management perspective tried to find a suitable store design and atmosphere that would be appreciated by the older shoppers segment.</p><p>The research question of the study was: What store atmosphere and store design lead the growing target group - the elderly towards a sales increasing shopping behaviour? In attempt of answering the research question the main purpose was to understand the needs and preferences of older consumers and their shopping behaviour related to the issues of food shopping in a supermarket and to be able to discover underlying mechanisms in order to suggest a store atmosphere and store design adapted to the older consumers; and thus an increasing sales strategy for the store.</p><p>In order to form a theoretical frame various secondary sources have been used that were found to be suitable for the research area. The retail anthropologist Paco Underhill has been a great inspiration for many theories in the study. Two qualitative methods have been used: structural observations and semi-structural interviews. The qualitative method is well chosen and makes it possible to fulfil the purpose of the study. Seven individuals were first observed in a store while shopping and later interviewed about their shopping experience.</p><p>In the analysis the empirical data was analysed with some references drawn to the theoretical frame. Similar behavioural patterns were identified among the participants that formed the concepts: morning shoppers, one stop store, personal atmosphere, brand unawareness and finally service access. In conclusions a store strategy, based on older consumers needs and preferences, was proposed that would make the older consumers of the study feel more welcomed in the store and hence hopefully shop more. The strategy contained features like: more staff members in the morning, more efficient use of the in-store kitchen, development of “We Care” strategy and others. Researcher’s own reflections and suggestions as well as the veracity conclude this bachelor thesis.</p>

In what atmosphere do people feel welcomed and comfortable? What are their needs, preferences, expectations and how do these affect their shopping behaviour? The proportion of older persons in the population is constantly growing so in the new future there will be more and more older shoppers in the stores. This study has from a management perspective tried to find a suitable store design and atmosphere that would be appreciated by the older shoppers segment. The research question of the study was: What store atmosphere and store design lead the growing target group - the elderly towards a sales increasing shopping behaviour? In attempt of answering the research question the main purpose was to understand the needs and preferences of older consumers and their shopping behaviour related to the issues of food shopping in a supermarket and to be able to discover underlying mechanisms in order to suggest a store atmosphere and store design adapted to the older consumers; and thus an increasing sales strategy for the store. In order to form a theoretical frame various secondary sources have been used that were found to be suitable for the research area. The retail anthropologist Paco Underhill has been a great inspiration for many theories in the study. Two qualitative methods have been used: structural observations and semi-structural interviews. The qualitative method is well chosen and makes it possible to fulfil the purpose of the study. Seven individuals were first observed in a store while shopping and later interviewed about their shopping experience. In the analysis the empirical data was analysed with some references drawn to the theoretical frame. Similar behavioural patterns were identified among the participants that formed the concepts: morning shoppers, one stop store, personal atmosphere, brand unawareness and finally service access. In conclusions a store strategy, based on older consumers needs and preferences, was proposed that would make the older consumers of the study feel more welcomed in the store and hence hopefully shop more. The strategy contained features like: more staff members in the morning, more efficient use of the in-store kitchen, development of “We Care” strategy and others. Researcher’s own reflections and suggestions as well as the veracity conclude this bachelor thesis.

This study examines the online shopping behaviour of 142 international university students (IUSs) within the context of a modified version of the Technology Acceptance Model (TAM). Results indicate that perceived entertainment outweighs the impact of perceived usefulness (PU) and perceived self-efficacy (PSE) on attitude towards online shopping (ATT). Perceived risk (PR) was not related to ATT and ATT and behavioural intentions (BI) did not influence actual behaviour. Experience was strongly related to ATT, but demographics have little influence on TAM measures. Entertainment and usefulness were the primary motives for IUSs to shop online. The findings of this study could help universities and e-retailers develop guidelines to ensure a safe and attractive e-shopping experience for IUSs.

Diploma thesis analysis shopping behavior of consumers, which dependence on three bases of determinants that are specified by company Walmark PLC. Secondary goal is setting of conclusions and specifications of marketing recommendations, which are based on found informations.

Nowadays rapid development of information and communication technologies induced changes in many spheres of society. Digital media gives an access to diverse information sources ensuring vast available information. However, it became more difficult to evaluate credibility of these sources and quality of information provided by them. Issues of source credibility and information quality are particularly important in the context of online shopping. Consumers have to rely on information provided by online retailers and other sources in order to make a right purchase decision. The purpose of this master thesis is to examine effects of source credibility and information quality on attitude toward using the information source and purchase intention. Previous research investigated these effects only for one information source, thus, this study addresses this gap by exploring three online information sources: retailer source, eWOM source and neutral source. Furthermore, the theoretical framework is applied to the context of online apparel shopping, as no similar studies have beenconducted in this area before. We have formulated the following research question: What kind of effects do source credibility and information quality have on attitude toward using information source and purchase intention of apparel products? We used Theory of Reasoned Action and Information Adoption Model to develop a conceptual model. Data was collected from a sample of 180 respondents, who completed the online survey. Empirical findings demonstrate that factors of source credibility such as trustworthiness, expertise and attractiveness have positive effects on the attitude toward using eWOM source, while only trustworthiness and expertise positively affect the attitude toward using neutral source. For eWOM and neutral source relationships between factors of information quality and the attitude toward using the information source were found insignificant. On the contrary, for retailer source only factors ofinformation quality, accuracy and relevance, show positive effects on the attitude toward using retailer source. For all three sources attitudes toward using the information source and subjective norms positively affect purchase intentions. This work contributes to the existing knowledge by examining three online information sources in one study, which enables to discover differences in effects of source credibility and information quality on the attitude toward using the information source and purchase intention among sources. Furthermore, this paper provides recommendations for practitioners regarding improvement of perceived credibility and information quality ofeach information source in order to increase the number of consumers willing to use the source during information search.

The aim of the diploma thesis on topic ?The shopping behaviour and attitude of customers in the chosen retail unit? was the evaluation of shopping behaviour of customers and their attitude and suggestion of some improvement. The Literature search was writen on the basis of information from the available technical literature. This part contains information concerning customer and his attitudes, needs, behaviour and decision. Further there is an explanation of concept of shopping behaviour, its types and approches. The practical part contains information obtained from research and from interview made with the assistent of retail unit. These information served to evaluation of established hypothesis and to determination of concrete suggestions concerning improvement of range, employes, parking sites and checkouts.

The topic of this diploma thesis was: Consumer marketing research for a chosen company. The research was done for the supermarket Albert. The aim of my thesis was to find out how opening of the commercial - traffic centre ``Mercury centrum{\crqq} has influenced shopping decisions and customer behaviour with respect to the supermarket Albert and, eventually, to propose a solution. I tried to analyse the marketing research process in detail in the theoretical part of my thesis. I tried to analyse the individual steps in detail and I followed these theoretical rules when working up the practical part of this thesis. Further, I dealt with the issue of shopping behaviour and consumers{\crq} decision-making process. In the practical part of this thesis I investigated shopping behaviour of both current and potential customers of the supermarket Albert using the marketing research. In order to acquire necessary information I decided for a personal attitude through questioning as it is supposed to be the most universal way of questioning. Randomly stopped people who went down the Lannova třída answered the questionnaires. I used computer software Microsoft Excel and Statistica 6.0 for evaluating the collected data. After evaluation of the gained data, I tried to propose some solutions that might lead to re-increase in revenues of this supermarket. Predominately I proposed steps that should make the current customers do their shopping more frequently and on a larger scale. Moreover, I believe that the supermarket Albert should try to lure new customers especially of the ranks of the students of the Faculty of Education.