The aim of this thesis is to describe current trends in global retail, the current state of retail in Czech Republic and possible need of bringing innovation to the outburst of Millennials generation economic activity. Introduction is devoted to theoretical description of retail and its meaning. As part of the thesis, there is a significant part containing relations within the worldwide retail and also its current trends and development. Furthermore, part of the thesis is devoted to the development and ongoing evolution of retail in the Czech Republic. Theoretical definition in the third chapter deals with buying behavior as well as the factors which have an impact on it. Millennials are the bearers of the innovation need in the world retail sector. The thesis put emphasis on this generation essential features characteristic, as well as their purchasing behavior. Quantitative research includes evaluation of their behavior and attitudes on the czech market in relation to information about groceries and consumer goods, then to their use of technology (smartphones) in the buying process of groceries and consumer goods, and also evaluation and description of their specific attitudes to purchase behavior and different characteristic aspects resulting from global characteristics of Millennials.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:205210 |
| Date | January 2014 |
| Creators | Pecho, Maroš |
| Contributors | Zadražilová, Dana, Klánová, Eva |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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