The main goal of this diploma thesis is to evaluate the shopping environment of the grocery stores with respect to the needs of older consumers and to propose measures that will lead to greater seniors´ satisfaction when food shopping. The thesis describes factors that are important for the older consumers when choosing a grocery store and other matters that are related to the purchase. For the purpose of the thesis quantitative research through questionnaire survey (n = 229) was conducted. The questionnaire survey was supplemented with in-depth interviews with seniors (n = 40) and retailers (n = 2) and observation in grocery stores. The data were being collected in March and April 2017. The recommendations focused mainly on improving services and comfort for seniors when food shopping.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:431357 |
| Date | January 2017 |
| Creators | Rečičárová, Denisa |
| 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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