Analýza nákupní atmosféry v maloobchodní síti outdoorových prodejen

Abstract

The thesis „Analysis of the Shopping Atmosphere in the Retail Outdoor Outlets,” deals with the evaluation of the shopping atmosphere in stores of Alpine Pro. The main objective was to determine whether there are is some differences between shopping atmosphere of the stores outlet and of the franchising outlet private’s entrepreneurs. The thesis contains the summary of basic theoretical concepts of shopping atmosphere. The main part analyzed the mystery shopping in the selected stores and subsequent evaluation of the detected situation. At the end of the thesis there are given suggestions and recommendations arising from the survey results. The individual recommendations respect the franchising contract and the visual merchandising manual of the company.