The dissertation focuses on the area of in-store communication, its perception and visual attention within the elements of the point of sale. The aim of the thesis is to evaluate the influence of selected visual instruments of the sales point on attention of the consumer from generation Y. To realize this aim were used eye-tracking method (n = 54), in-depth interviews (n = 54) and focus groups (n = 32) with consumers, in-depth interviews with specialist (n = 12) and questionnaire (n = 1456). The result of the work is the evaluation of the importance of these visual elements across the different categories of foods, the comparison of the findings with the theory and practice and the proposal of recommendations applicable in practice
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:425115 |
| Date | January 2017 |
| Creators | Drexler, Denis |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/doctoralThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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