Analýza merchandisingových aktivit na trhu s džusy

Abstract

The master thesis deals with an evaluation of merchandising activities in retail. The main target is the evaluation of the merchandising activities level for the juice RELAX on the market, by retail units and retail formats. This thesis is divided into 4 sections. First section deals with the characteristics of the market for juice. Second section is addressed to theoretical merchandising. The third section describes the research methodology. The Total Shopscore Index calculation is used as a method for the merchandising level evaluation. The section four describes an analysis of results. This thesis figured out, that merchandising activities are fulfilled in hypermarkets at the most. The thesis also proposes recommendations, that can help to increase the level of merchandising activities and strengthen the position of RELAX juices in retail.