Diploma thesis deals with analysis of the shopping atmosphere of selected retail unit depending on its main objective. In the first part of the thesis - literary research - the theoretical background of the issue is processed. The second part - own work - already deals with the analysis. Retail unit Tesco České Budějovice was chosen for the analysis and a description of its shopping atmosphere is included in the work. The main method of analysis was an on-line questionnaire survey which was carried out among the customers of selected retail unit. Results of this survey served to confirmation or refutation of established hypothesis. A description of shopping atmosphere of one more retail unit was made for completeness of analysis. This description served for the purpose of comparison. On the basis of the data obtained was found that the elements of the shopping atmosphere of selected retail unit are used quite abruptly, and to a limited extent, in accordance with the strategy of focusing on low-priced on the market. Customers (with some exceptions) did not express dissatisfaction with such performing of shopping atmosphere, which suggests that customers who are shopping in this retail unit are focused more on the practical aspects of the purchase, such as low price or breadth of assortment. Four improvements for problematic areas were proposed in the work to increase the efficiency and attractiveness of the store. Areas are following: entrance area, orientation and using of colors in the store, area of counter sale and increase of using of self service checkouts.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:153487 |
| Date | January 2013 |
| Creators | GOLKOVÁ, Iveta |
| 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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