This thesis is focused on shop windows of toy stores and their impact on consumer purchase decision-making process. The main objective was to provide marketing recommendations for independent toy stores, with focus on their shop windows dressing. Qualitative research was realized in a form of in-depth interviews with consumers (n = 30) and with toy retailers (n = 10), six of which were a part of a retail chain and four of which run as individual independent shops. The research was supported by periodical observations of toy stores display windows (n = 8) and by a preference test completed by adult respondents (n = 10) and by school age children (n = 20).
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:431589 |
| Date | January 2017 |
| Creators | Krišpínová, Denisa |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
Page generated in 0.0013 seconds