This diploma thesis is dedicated to the issue of consumer perception and selection of place of purchase. The main aim is to describe and analyse decision-making when choosing a place of purchase based on consumer preferences and to suggest recommendations for retailers. The partial aim is to focus on the customers of two Albert hypermarkets in Tabor and to compare selected stores in terms of preferences. The literary section includes issues of retail, consumer, consumer behaviour, and marketing in consumer markets. The practical part focuses on the implementation of marketing research, specifically quantitative research. The questionnaire survey method used is "face to face". On the basis of the evaluation of the data collected, recommendations are suggested to improve the situation.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:376319 |
| Date | January 2018 |
| Creators | PINCOVÁ, Monika |
| 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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