Master´s thesis is analyzing egual alternatives of women in term of business activities also macroeconomic indicators, which can zoom in situation on labour market. It represents acquisition for the future at the hand of specific arrangements.

This thesis deals with the increasing competitiveness of consumer cooperative stores with growing Vietnamese convenience stores. The theoretical part focuses on cooperatives, competitiveness, shopping atmosphere and consumer behavior. The practical part is based on my own observation and a questionnaire survey. For this part of the thesis, I chose four specific business units, of which two are consumer cooperative stores and two are convenience stores. One of the consumer cooperative stores and one of the convenience stores are located close to each other in České Budějovice. The second consumer cooperative store and the nearby standing second convenience store are located in Chvalšiny. In the first part I compared prices, assortment, shopping atmosphere and additional services of all four selected stores. The second part is based on a questionnaire survey. I distributed the questionnaire to 200 respondents in České Budějovice and Chvalšiny. The questionnaire concerns shopping and satisfaction with selected factors in the relevant consumer cooperative store and the competing convenience store. It also concerns the ranking of these stores based on their importance to the consumers. The aim of the thesis is to assess the potential of the increasing competitiveness of consumer cooperatives in the context of the growing number of so called "Vietnamese conveniences".