Analýza nákupního prostředí v maloobchodní jednotce

Abstract

The bachelor thesis focuses on the analysis of the purchasing environment of Lidl Česká republika v.o.s., a discount chain that specializes in the purchase and sale of food and non-food goods. The thesis is divided into two parts, the theoretical part presents important concepts for the retail sector. It deals with the buying behavior, its models, defines the inner and outer elements of the shopping atmosphere. It is also ment the protection of the consumer, introduced by Lidl itself, its history and the characteristics of selected establishments. In the practical part for analyzing the shopping environment, two establishments were selected in Valasske Mezirici and Novy Jicin. The research was done by using the Mystery Shopping method with the observation method. Three criteria were evaluated: the exterior, the interior and the staff. On the basis of the analysis, the company drew suggestions and recommendations for increasing customer satisfaction.