Analýza nákupního prostředí v maloobchodních jednotkách

Abstract

The Aim of this thesis was to analyze the shopping environment of the retail outlets of the company Tchibo. For this work were selected the three units and the it sales unit Tchibo in OC Nová Karolina, Tchibo in OC Futurum and Tchibo in OC Avion Shopping Park. The analysis of the shopping environment was carried out through a combination of methods of observation and Mystery Shopping. Evaluated were a total of four criteria, which was the exterior, interior, personal and range. Research carried out deficiencies were identified individual criteria. The data were analyzed and processed in graphs, tables and proposes measures to reduce the negative reviews. In the overall ratings fell all three stores relatively well. Top Rated been Tchibo shop in Avion Shopping Park and vice versa worst rating should shop Tchibo in OC Futurum.