This diploma thesis deals with a research method that is called mystery shopping. The objective is to introduce of this method, its application in practice, interpretation of results and subsequent proposal of recommendations. Marketing research and the main parts of the research process are in diploma thesis defined. A conception mystery shopper, mystery story are also explained and phases of imaginary shopping are taken to part. The application part is realized through mystery shopping in 42 pharmacy in Prague. The study observes the four chain pharmacy Phramaland, Dr. Max, Lloyds a and Schlecker and focuses on their approach to potential customers and evaluation of quality sales. Recommendations for pharmacy are given according to the analysed results. The closure summarizes the important findings of the thesis.

The final thesis Analysis of a marketing approach of selected e-shops providing food on the Czech market aims to examine and evaluate the quality of customer service provided by selected food e-shops. The quality is assessed and measured by specific mystery market research methods. After execution of the e-mail communication with each customer center, the purchase of certain goods on these e-shops was realized. Finally, the thesis evaluates the results of the research, gives the providers advice on acquiring new customers and suggests options for elimination of potential deficiencies.

The aim of the thesis is to analyze the specific tools of personnel management, mystery shopping. This tool represents a fresh approach applied in the process stage of personnel management; however, it has a close connection with the marketing research, from which the data is based. For the purpose of analyzing the sub-segments of the market of services, sub-market analyses are handled, out which the main output of this work is drawn from. The obtained data are the bearers of information on the perception of the customer purchase decision process. Their further processing is performed as to deliver primary information value for the management of the organization.

M.A. / Shopping centres in South Africa, regional ones in particular, find themselves existing in an increasingly competitive marketplace, where despite a move towards creating better marketing communications around centres, consumers are overwhelmed by such communications messages and by the abundance of centres from which to choose. This has created a problem of brand parity, where there is very little differentiation between centres, yet development shows no signs of slowing down. This causes further confusion by giving the consumer more choice, leading to brand switching. The problem is exacerbated by consumers who have become much more knowledgeable and far more demanding in terms of what they expect from products and services (Evers, 2005; trendwatching.com, 2007), including shopping centres. Additionally, shopping centre marketers have to deal with developers, owners, management companies and leasing agents, as well as tenants, who neither understand the process of branding nor believe in it, while also having to deal with their own lack of skills in the area of branding regional shopping centres. In light of this, there is a need to strategically conduct trend analysis, to see where the shopping centre industry is headed, so as to help centres create a sustainable competitive advantage in terms of branding (Gossen & Gresham, 2002) by being aware of trends, so that they can better meet the needs of the potential markets that they serve. Specifically, this requires a look at future mega trends that are affecting regional shopping centres based on what is termed the 3Es of branding, which are experiential branding, emotional branding and electronic branding. To this end, an ethnography was conducted, based on the trend analysis technique known as Trend Unit (Evers, 2005: trendwatching.com), which comprised a 14-year immersion study and encompassed the collection of data using participant observation, informal unstructured personal interviews and the review of media artefacts. The trend analysis revealed three new trends that are coined based on the 3Es of branding.

The aim of this master thesis is to capture the current state of electronic commerce in Czech Republic and its development over the past few years. The reader will be presented data about the development of modern communication technologies and internet in Czech Republic. Internet economy and its sub-areas will be presented, including the future expectations. Analysis of current B2C electronic commerce in Czech Republic will be presented as well, including the current trends and future outlooks. In the end consumer behavior during online shopping as well as analysis of consumer protection means will be analyzed.

Studien handlar om hur kvinnor upplever det att prova kläder i Lindex butiker och hur ett digitalt kommunikationssystem i provrummen kan påverka deras upplevelse samt förbättra butikens service. Projektet har grundats utifrån tre huvudpunkter; sociala aspekter, kvinnors självbild samt hållbarhet inom mode. Dessa tre punkter framkom genom kvalitativa intervjuer samt ingår i en del av Lindex vision som företag. Designlösningen som togs fram grundas just på dessa tre punkter samt dess underkategorier. Interaktionen i konceptet sker först mellan kund och ett digitalt system, sedan öppnar den upp för interaktion och personlig service mellan kund och personal. Det skapades en pappersprototyp som testades av tre potentiella kunder och resultatet visade att konceptet hade skapat en lättare kommunikation från kund till personal för att be om hjälp. Därtill hade den gett mer information om plaggets hållbarhet till både den medvetne samt den omedvetne kunden.

Second Life, a 3-D virtual world, has evolved as a shopping channel for both consumers and retailers. This channel of retailing offers interactive environment, allows designing atmospherics, and provides enjoyable shopping experience as compared to website stores. The purpose of the study was: (1) to identify the key features of Second Life stores and (2) to determine the relationship of the Second Life store features with consumer purchase intentions. The online survey was administered in Second Life by an external research agency, and 249 usable surveys were collected. The data were analyzed utilizing factor analysis and regression. Three key features of Second Life stores were explored in this study. These three features were: (1) interactivity via the two components of two-way communication and active control, (2) store atmospherics, and (3) shopping enjoyment. Regression analysis showed that shopping enjoyment and two-way communication (i.e., the presence of an avatar sales representative) were significant predictors of purchase intention in Second Life stores, while active control and store atmospherics did not influence purchase intentions.

The activity with which this thesis is concerned is that of retailing; the area of focus being the shopping centre. This environment is one which displays a complex set of spatial and human relationships involving amongst others location, size, rent structure, shopping mix, movement, fashion, socio-economic status, expenditure patterns and consumer behaviour. It can be demonstrated that if certain of these factors are left to respond to what is generally known as the "market mechanism", the resultant environment usually exhibits certain undesirable features such as congestion, pollution and commercial blight. The planner seeks, amongst other aims to create an environment which is optimal and balanced and which provides for human needs such as convenience and safety.

The object of this work is the analysis and proposals for changes to the marketing tools to enhance the competitiveness of the hotel. The thesis compares the theoretical knowledge with reality in the hotel, specifies opportunities for changes and methods, how to achieve these opportunities. Based on the analysis of the competitors, SWOT analysis and the questionnaire the proposals for change will be identified.

La division du monde en États souverains favorise les stratégies des justiciables souhaitant bénéficier d’une législation conforme à leurs aspirations. Ces pratiques sont qualifiées de forum shopping et de law shopping. Les sujets de droit sont alors assimilés à des consommateurs, et le droit est alors réduit à un simple produit « commercialisé » par les différents ordres juridiques. Ces pratiques reposent sur la place grandissante accordée à la personne qui, compte tenu de la mondialisation, devient de plus en plus mobile. Les ordres juridiques nationaux sont alors placés en concurrence et encourent le risque de voir leurs législations les plus impératives évincées. En outre, le marché global de la justice favorise les manoeuvres les plus déloyales.Pour autant, ces pratiques ne font l’objet d’aucune réglementation spécifique. Le droit international privé doit donc trouver les remèdes permettant de contrôler l’exercice du forum shopping et du law shopping pour moraliser le contentieux international et préserver les intérêts étatiques. / The world division into sovereign states encourages persons answerable to the law to usestrategies as they seek to benefit from legislations consistent with their aspirations. These practices are called forum shopping and law shopping. Subjects of law are therefore compared to consumers when the law is reduced to a simple product « marketed » by different national legal orders. These practices take root in the ever growing space the subject of law is given, considering how much mobile they are becoming along with globalization. Consequently,national legal orders are competing against each other with the risk of seeing their most imperative legislation being ousted. Furthermore, world trade of justice fosters the most dishonest maneuvers. Meanwhile, these practices aren’t subjected to any specific regulation. Private international law must find the solutions that would allow control over exercising forum shopping and law shopping in order to reform international litigation and preserve state interests.