The main aim of this diploma thesis is to determine the buying atmosphere of the selected business unit and develop suggestions for improvement based on a marketing research. The first part of the thesis is devoted to literary research to define terms like a trade, a wholesale and a customer behaviour. Then a buying atmosphere and her elements are described. In the next part of the thesis is presented the selected wholesaler - Makro in České Budějovice. Information about buying atmosphere, customers and services of Makro are given. The second part of this work focus on the marketing research specifically on the questionnaire survey and an interview with shop manager Ing. Hana Galisová. The data from survey was acquired online and also in person directly in the store. The survey was attended by 254 respondents and their responses were evaluated using graphs.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:375965 |
| Date | January 2018 |
| Creators | KAVANOVÁ, Klára |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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