Analýza nákupního prostředí maloobchodního řetězce s potravinami

Abstract

The subject of this bachelor thesis is the analysis of the purchasing environment of a grocery chain, which is a very important factor in creating a shopping atmosphere and shaping the overall customer experience with a retail company during their shopping experience. The customers' shopping experience can subsequently affect the company's position in the grocery chain market, and therefore affect the company's sales and profitability. The retail company analysed was Albert Česká republika, s.r.o., a subsidiary of Koninklijke Ahold Delhaize N.V., a Dutch company with 22 other brands operating in ten other countries. The company has been operating retail operations in the Czech Republic since 1991, when it became the first foreign chain in this territory. The method of observation was used to analyse the purchasing environment, which was carried out by the author of the thesis and another person trained by the author. The object of observation was selected Ostrava branches of the retail company Albert, where a total of four supermarkets and an equal number of hypermarkets were observed. The observation sheet created by the author of the thesis was used in the observation, which consisted of six areas, which were further subdivided into other sub-areas. The areas observed were exterior, interior, store layout, merchandising, employees and shopping flow/additional services.Each store could receive a maximum of 77 points, which were allocated based on pre-determined criteria. The observations took place in January and February 2024 and in total each of the selected stores was observed twice. The two scores were then averaged and the percentage of criteria met was calculated. Through observation, it was found that on average hypermarkets and more specifically hypermarkets located outside of shopping centres performed better. In terms of individual areas, only in the areas of interior and staff did both store formats have approximately the same ratings. In the remaining four areas and in the overall rating, supermarkets fell well behind hypermarkets. The highest rated store was the Albert hypermarket located on Opavská Street, with a rating of 92.9%. The best supermarket was the supermarket located on Náměstí Václava Vacka Street with an overall rating of 81.2%, which was also the only supermarket to achieve a higher rating than any of the hypermarkets. The worst rated store was the supermarket located on 1.Čs. Armádního sboru, with a rating of only 54.4%. Based on the information gathered from the observations of each retailer, suggestions and recommendations were then made in one of the chapters that specific retail units could use to improve the overall customer shopping experience, which could have a positive impact on the sales levels of the stores and Albert as a whole.