Analýza nákupního prostředí hobby marketu

Abstract

This Bachelor thesis deals with the shopping environment analysis of the selected retail unit Uni Hobby, a.s. in Hodonín. The subject of the shopping environment analysis is the transformation of the OBI market to the Uni Hobby market. The content of this Bachelor thesis is the theoretical background of the shopping environment, the characteristic of the hobby market Uni Hobby (from its establishment to its present development), the methodology of data collection, which is divided into two parts – the preparatory and the implementation part, the analysis of the acquired data from the Face-to-Face interviewing and the suggestions and recommendations based on results of the research for the hobby market Uni Hobby. The aim of the Bachelor thesis is to analyze acquired data from the Face-to-Face interviewing of customers, to find out the impact of the transformation from OBI to Uni Hobby on the customers and to suggest recommendations in the case of the detected negative customers’ attitudes. To achieve this aim there was realized a marketing research in the form of the Face-to-Face interviewing. The sample of respondents was in the amount of one hundred respondents. The analysis was processed through the program IBM SPSS Statistics and Microsoft Excel. According to the results of marketing research the elements of the shopping environment of the Uni Hobby retail unit were evaluated positively, therefore only some recommendations relating to the navigation, locker room and personnel were suggested.