Analýza merchandisingu džusu v maloobchodě

Abstract

The thesis is focused on the analysis of merchandising of fruit juices HELLO brand, LINEA NIVNICE a.s.. The main target was to find out the level of merchandising of fruit juices HELLO brand in selected retail units in Frýdek-Místek. And the target was also to suggest ways of improving in this field. Required detailes were obtained on the basis of the qualitative research and this research was on the basis of observation in selected retail units in Frýdek-Místek. The above mentioned observation took place four times in total (two times on Tuesday and two times on Friday). On the basis of the given standards there were chosen fifteen retail units that represent all the shops in Frýdek-Místek. The forms for evaluation (Inventory index, Position index and Presentation index) were formed. After that Total Shopscore index was calculated. This index shows the level of merchandising of fruit juices HELLO brand in selected retail units. According to this research it is evident that Kaufland get the worst results. The basic rules of merchandising were not observed – continuous block, clean articles and position of fruit juices HELLO brand at eye level. On the other hand the supermarket Hruška (Frýdlantská street) get the best results.