Srovnání nezávislých prodejců v provozních jednotkách maloobchodů a nadnárodních řetězců

Abstract

The following dissertation/thesis compares independent sellers versus multinational retail chains using the mystery shopping method, questionnaire research and an analysis of the customer´s perspective of economic value. This thesis' goal is to evaluate the customer's perceived differences between these two types of retail outlets and to assess the retailers' opposing positions on the market. The first chapter presents the theoretical basis by focusing on retailing, marketing and a concise description of the methods used. The second portion is the real-world application, which is divided into two parts. The first half focuses on data collection and processing, graphical representation, and result analysis. In the second half, a hypothesis evaluation and summarization of the information acquired will be presented.