This diploma thesis deals with the marketing of grocery stores. The aim of this work was to develop marketing recommendations for grocery stores in small towns in order to improve their relationships with customers and increase traffic to the outlets. Resultscontain qualitative research in the form of in-depth interviews of twenty operators of grocery stores in Brno region, the outputs of these interviews were analysed using grounded theory. The second part of the research was carried out in the form of a questionnairesurvey, the sample consists of 317 respondents. There are verified assumptions formulated on the basis of the findings of qualita-tive research. The main findings of this study are marketing recommendations that lead to improvement of satisfaction of current and potential customers, these pro-posals concern implementation of merchandising and category management.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:190036 |
| Date | January 2015 |
| Creators | Vondrášek, Ivo |
| 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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