Analýza nákupního prostředí prodejen se sportovním vybavením

Abstract

This thesis deals with the shopping environment analysis of retail stores with sport equipment. The theoretical part defines the retailing and particular elements of retail mix. The practical part is devoted to shopping environment analysis of Sportisimo, Hervis Sport and Intersport stores. The subject of the research was exterior and interior of the store, assortment, personnel and sales support. According to the results of research, in a final part I suggested the recommendations that could improve the shopping environment of the store and increase the customer satisfaction.