The diploma thesis deals with the analysis of FMCG (fast-moving-consumer-goods) shopping behavior and the retail chain positioning. The aim of the thesis is to evaluate the correspondence of the shopping behavior and the retail chain positioning for given retail chains. The analysis of shopping behavior is based on the questionnaire based on the representative sample of 4000 respondents. The shopping behavior is described with regard to seven segments defined by the Incoma GfK research agency. Two methods of shopping behavior are described in the thesis. The first one is the method based on the personally defined sorting rules created according to several questions selected from the questionnaire, and the second one that is based on the factor and cluster analysis. The self-created evaluating scale has been used to evaluate an influence of selected questions to segments viewed. In a similar way, the retail chains positionings have been determined based on the available data (opening hours , price level, provided services etc.). The correspondence of individual retail chain positioning and shopping behavior is evaluated in the conclusion.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:194674 |
| Date | January 2014 |
| Creators | Bělíčková, Alena |
| Contributors | Kincl, Tomáš, Novák, Michal |
| Publisher | Vysoká škola ekonomická v Praze |
| 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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