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Category management na straně dodavatele / The category management on the supplier´s side

The Master´s Thesis deals with the category management on the supplier´s side. The main objective of the thesis is to find the best shelf optimization for the selected categories. In the theoretical part there are defined the main terms and the category management process. The analytical part is then focused on the whole category management process in Albert. The analytical part is based on primary and secondary data. The primary data consists of quantitative questionnaire, observation and interview with customers. The secondary data are based on MML-TGI research, GfK reports and Nielsen reports. In the thesis there is a big emphasis on the customer shopping behaviour. At the end of the thesis there are given shelf proposals and recommendations to the retailer.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:360432
Date January 2017
CreatorsMichálková, Eva
ContributorsKoudelka, Jan, Láska, Martin
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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